An Examination of Value Equity in Event Service: The Moderating Role of Event Experience

The objective of this article is to explore how value equity and its drivers of service quality, price, and convenience influence customer satisfaction in the context of event services. Based on responses from attendees of business and leisure events, the results show the service quality driver can be conceptualized into four dimensions: intangible quality, ambient condition, space and layout, and sign and symbol. The findings also show that the three value equity drivers are positively related to customer satisfaction. However, marked differences were observed between business and leisure event experiences. In particular, service quality was perceived more important among business event patrons while price was perceived more critical among leisure event attendees. Discussion of research implications is provided.