Reexamining event attributes, benefits, and values in a time of pandemic: A multi-faceted approach.

ABSTRACT

The COVID-19 pandemic increased attention to product/service-customer relationships in the context of events where social gatherings take place. Event attributes have been a topic of continued interest in research and practice. Due to COVID-19, however, event attendees' preferences and requirements related to personal values and satisfaction may be changing. Using a sequential mixed-method exploratory strategy with means-end chain theory and the Kano model as a research framework, this study identifies important event attributes, benefits, personal values, and specific satisfaction attributes. Key findings highlight pleasure and excitement and sense of safety as salient personal values. Respondents also found health/safety attributes particularly important, considering them must-be attributes. Providing health/safety services prior to the event would be effective in decreasing dissatisfaction. Implications for researchers and practitioners are discussed.