The role of service elements in performing arts experience delivery

A value delivery model of the performing arts was proposed. It was supposed that the audience’s artistic experience is delivered through the participants (performers, servicepersons, and audience), process design, and physical evidence in live-art performances. Second-order confirmatory factor analysis and measurement invariance analysis provided preliminary evidence on the generalization of the proposed model. Results suggested that, in general, participants had the largest influence on the audience’s artistic experience, followed by process design and physical evidence. However, their influence changed when considering the audience’s consumption frequency. Physical evidence was the most important element in delivering the artistic experience to infrequent viewers, but it was the least important element as rated by frequent viewers.