Building Satisfaction and Loyalty During a Musical Benefit Event: A Consumer-Based Approach

Abstract

This research addresses the respective importance of the charitable, experiential, and service-based dimensions associated with benefit concerts. Through a consumer-based approach, we examine the effects of three antecedents (charitable scope, immersion, and quality of service) on satisfaction and behavioral outcomes (loyalty and positive word-of-mouth). Data collected on site immediately after a charity concert are analyzed with structural equation modeling. The state of immersion and the event’s charitable scope enhance the overall satisfaction, which, in turn, fosters the behavioral outcomes. Direct effects are identified; satisfaction is influenced more by immersion, whereas behavioral outcomes depend more on charitable scope. The type of initial motivation moderates the findings: The quality of service enhances satisfaction only among attendees with other-focused motivation, immersion improves satisfaction if the motivation is self-focused, and charitable scope remains an important factor of satisfaction regardless of the type of motivation.

Keywords

helping behavior benefit events experiential approach satisfaction motivation

According to the major reports on philanthropy (e.g., Giving USA 2017), fundraising from the general public is the main financial resource for many charities. With the diversification of private fundraising techniques, organizing events for the benefit of a charity is now emerging as an interesting and popular fundraising tool (Higgins & Lauzon, 2003; Taylor & Shanka, 2008). Two forms of charity events are especially utilized at national and local levels: sporting events (e.g., cycling, running) and musical events (e.g., benefit concerts). Herein, we are focusing on the second category. These events have been part of national fundraising campaigns since the “Concert for Bangladesh” in 1971, and “benefit concerts continue to generate a significant percentage of total revenue” (Einolf, Philbrick, & Slay, 2013, p. 241). Many charities have institutionalized concerts as their annual event, and in some cases, the funds raised are a significant part of the financing of the association (e.g., 25% for the French national charity “Restaurants of the Heart”). However, benefit concerts have been neglected in the nonprofit marketing literature. Only a few studies address charity events, and they focus exclusively on sporting events so that they primarily highlight factors related to the sporting dimension (i.e., need for physical activity, rituals associated with this activity, attraction to sporting challenge, sport identity; see Filo, Funk, & O’Brien, 2009; Higgins & Lauzon, 2003; Wood, Snelgrove, & Danylchuk, 2010).

Now seems a propitious time to reflect more deeply on determinants that can enhance the efficacy of benefit concerts, often designed from a long-term perspective. This was undertaken by Einolf et al. (2013) and Van Leeuwen and Wiepking (2013), who studied several factors influencing the success of national campaigns including charity concerts. The framework provided relies on variables mainly related to the promoted cause (e.g., degree of human damage), the campaign (e.g., media attention and coverage) and the context (e.g., timing of the request). However, although it is rich and useful, this framework applies to national campaigns that include several types of tools (e.g., lotteries, donations by phone) and is not specific to benefit concerts. More importantly, although some characteristics of donors are mentioned in these works (i.e., need for status, interest in material gain), benefit concerts can constitute a “consumption experience” in itself for donors rather than just a fundraising operation. Einolf et al. (2013) and Güntert, Neufeind, and Wehner (2014) noted the relevance of the entertainment offered by an event, but the determinant involved in the entertaining dimension and the associated experiential features are not specifically examined.

Finally, the literature provides little insight into the success factors related to the perceptions of donors (i.e., people who give money to attend the event, generally with a price surcharge) concerning how they experience the charitable event as “participating consumers.” A consumer-based approach seems to be appropriate to extend the research and findings of these previous works. To do so, this study focuses on factors specifically related to perception of donors-consumers (and not those of volunteers, organizers, or artists) at an individual level and aims to highlight mechanisms that enhance an event’s success depending on the initial motivations of attendees. Drawn from a consumer behavior perspective, we stress and discuss the charitable, experiential, and service-based dimensions of consumption during a benefit concert, their respective influence on overall satisfaction with the event, and the subsequent impact on behavioral intentions related to its long-term success. This article makes two contributions. First, we present an extended literature review integrating consumer behavior theories, contributions of social psychology, and findings from nonprofit marketing research. Our overview is intended to provide a theoretical framework specifically related to benefit concerts. Second, this framework was empirically tested during a French charity concert to directly assess the perceptions of participants.

Literature Review and Hypothesis

In the consumer-based literature, satisfaction is generally defined as a pleasurable fulfillment (Oliver, 1997). Satisfaction judgment implies a comparison of what people currently have to what they aspire to have, is experiential in nature, and derives from cognitive and emotional elements (Campbell, 1980; Cronin & Taylor, 1994). In the context of events, satisfaction refers to a positive or negative psychological outcome that emerges from experiencing the service (MacKay & Crompton, 1990). Consumer satisfaction is central in the relationships between the assessment of the cognitive and affective attributes of a product/service and the subsequent behavioral responses such as loyalty (e.g., Baker & Crompton, 2000; Cronin & Taylor, 1992).

Consumer satisfaction is, therefore, a crucial element in improving the long-term efficacy of charity events, and its main determinants during a benefit concert should be analyzed in depth. Participating in a charity event is a form of helping behavior (Baron & Byrne, 2002), and it is natural to expect that a benefit concert should initially be prized by consumers for its charitable nature. However, its unique approach is to offer consumers an enjoyable musical experience in return for their support, appreciated not only through altruism but also through entertainment (e.g., Bennett, Mousley, Kitchin, & Ali-Choudhury, 2007; Einolf et al., 2013; Hassay & Peloza, 2005; Scott & Solomon, 2003). This entertainment dimension leads to considering the field of experiential and cultural consumption. Finally, concerts are related to the field of service consumption, the very rich literature of which can provide another approach to understanding the attributes that build participant satisfaction.

Effect of the Event’s Charity-Based Dimension on Satisfaction

Based on the literature on helping behaviors, the positive consequences directly related to the humanitarian aim of the concert could vary widely, whether they are altruistic (in the sense of other-oriented) or more individual (self-oriented). First, these events offer consumers the satisfaction of achieving their commitment to a cause, of contributing to a “good action” (e.g., Bennett & Gabriel, 1999; Bennett et al., 2007; Filo et al., 2009), and of generally expressing humanitarian concerns for others (Clary et al., 1998). In doing so, participants will also comply with their moral obligation to help others (Ostherus, 1997). These possibilities then give the event an “altruistic value” (Hassay & Peloza, 2005) as a source of satisfaction. Other types of rewards are more individual in nature. Through their pride in participating, consumers may improve their self-esteem (Bennett et al., 2007). Scott and Solomon (2003) refer to “self-improvement,” and Webber (2004) evokes the feeling of prestige. Van Leeuwen and Wiepking (2013) also address the concepts of reputation and gaining status as part of national campaigns. Supporting a charity can also allow participants to comply with a social pressure and to receive the approval of peers (Ostherus, 1997). Moreover, according to the Negative State Relief Model (Cialdini & Kenrick, 1976), people who engage in charitable actions feel a sense of well-being, relief, and comfort. In summary, whether other-oriented or self-oriented or even both (Clary & Snyder, 1999), these rewards can provide consumers with very positive feelings of self-gratification referred to as the “helpers’ high” (Bennett et al., 2007, p. 160), or “pleasurable experience” (Van Leeuwen and Wiepking, 2013, p. 229), and the “joy of giving” (Einolf et al., 2013, p. 234) in the context of national campaigns. In this light, the intrinsic charitable nature of the concert could provide a strong source of satisfaction for the attendees.

For the participants to experience this helper’s high (i.e., the satisfaction directly arising from their charitable support), the charitable scope of the concert must still be effectively conveyed to and perceived by participants. In other words, the charitable scope of the concert—which can be controlled by the host association—needs to be salient enough to match the charitable expectations of attendees, thereby generating satisfaction according to the expectation disconfirmation theory (Oliver, 1980). The charitable scope of the benefit concert is derived from several factors. First, it is important that the event be considered as directly, explicitly, and strongly connected to the charitable cause (Bennett et al., 2007). This connection will manifest itself, for example, in the prior media coverage or the explanations given directly during the event. In general, the charity’s competencies and the efficacy of its proposal are involved in the charitable support process (Bendapudi, Singh, & Bendapudi, 1996). In the context of national campaigns, the efficiency of the charity and the efficacy of its actions have been highlighted as important factors of success (Einolf et al., 2013; Van Leeuwen & Wiepking, 2013). As suggested for sporting events (Filo et al., 2009; Inoue, 2016), it is, thus, likely that the charitable scope of a benefit concert is also based on the perceived efficacy of the concert and the association. The same should apply to the charity’s image. These last three factors (charity’s image, perceived efficacy of the charity, and that of the proposed event) are crucial in dispelling potential doubts and mistrust (Einolf et al., 2013; Van Leeuwen & Wiepking, 2013), which could undermine the charitable scope of the event. Finally, the characteristics of the charity’s members may also enhance it. According to Webber (2004), an organizing committee closely tied to the association and based on strong commitment is essential to a benefit event. In brief, the charitable scope of the concert will be weakened whenever the image of the association is negative, and/or when the charitable nature of the event has been insufficiently emphasized, and/or if the actions of the association do not appear to be effective enough. Alternatively, if the required factors are met, the concert will have a real charitable scope, as perceived by participants, and will be able to trigger high satisfaction. These considerations underlie the following hypothesis:

Hypothesis 1 (H1): The charitable scope of the musical benefit event positively influences participant satisfaction.

Effect of the Event’s Service-Based Dimension on Satisfaction

Although the charitable scope of the event can elicit a feeling of pleasurable fulfillment, it is not the only source of satisfaction to consider. Beyond its humanitarian nature, a charity concert remains a service delivered to paying consumers. The consumer-based approach of services is drawn on the paradigm of the expectation disconfirmation theory, where final satisfaction results from the comparison between the consumer’s expectations and the provider’s performance during the service delivery (Oliver, 1980). Although traditional products can be assessed through their objective features (e.g., technical performance, organoleptic features), service consumption is traditionally analyzed through the perceptions of consumers, and especially through the perceived quality, which differs from the objective quality. In line with the disconfirmation paradigm, Parasuraman, Zeithaml, and Berry (1988) defined perceived quality according to five dimensions aggregated into the SERVQUAL model: tangibility (i.e., physical facilities, equipment, and/or communication materials), reliability (i.e., ability to accurately and confidently perform the promised service), assurance (i.e., knowledge and courtesy of employees, their ability to convey trust and confidence), responsiveness (i.e., willingness to help consumers and to provide prompt service), and empathy (i.e., consideration and individualized attention provided to consumers). This approach appears to be relevant in the context of musical events. Several authors stressed that the perceived quality of service at a festival is related to the attributes controlled by the service suppliers, such as comfort and amenities, facilities, convenience and equipment, trustworthy and accurate way of performing the service, information availability, and staff behavior (e.g., Crompton & MacKay, 1989; Lee, Petrick, & Crompton, 2007; Lee, Lee, Lee, & Babin, 2008).

The causal relationship between the perceived quality of service and satisfaction has subsequently been confirmed for various service categories (e.g., Cronin & Taylor, 1992; Galan & sabadie, 2002). Regarding concerts, Arnould and Price (1993) note the special importance of the quality of services for enhancing satisfaction during live music shows. Baker and Crompton (2000) also show that comfort, amenities, given information, or interactions with employees (i.e., perceived quality of service) are predictors of attendees’ overall satisfaction with the festival. We propose the following hypothesis:

Hypothesis 2 (H2): The perceived quality of service of the musical benefit event positively influences participant satisfaction.

Effect of the Event’s Experiential Dimension on Satisfaction

The previous model of perceived quality, however, was criticized for its limited explanatory power of dimensions other than functional, especially in a cultural context (Bourgeon-Renault, Urbain, Petr, Le Gall-Ely, & Gombault, 2006). The approach based on charitable scope, improved by the quality of service, does still not fully explain the satisfaction felt while attending a charity concert.

Notably, benefit concerts provide a musical experience that also belongs to the sphere of cultural and experiential consumption, extending the focus to the symbolic, hedonic, and aesthetic aspects of products and services (Holbrook & Hirschman, 1982). The experience-seeking model (Bourgeon & Filser, 1995) states that emotions and feelings are particularly appropriate for analyzing cultural consumption. Firat, Dholakia, and Venkatesh (1995) go further by explaining that, beyond entertainment and emotion seeking, consumers actually attempt to immerse themselves into the cultural consumption experience. The more the experience is considered exceptional, the more the consumers will be “immersed” in it. Thus, the concept of immersion is a key variable of the experiential model in the context of cultural and other pleasant consumption (Agarwal & Karahanna, 2000). The entertainment and pleasure of donors seem to be part of national campaigns’ success (Einolf et al., 2013; Van Leeuwen & Wiepking, 2013). Güntert et al. (2014) also stress that excitement seeking and desire for extraordinary experiences would be strong motives for volunteering in a sportive charity event. Immersion seems relevant in the context of charity concerts.

Immersion refers to a state in which the consumer is disconnected from reality, becoming more closely absorbed by the consumption environment (Fornerino, Helme-Guizon, & Gotteland, 2008). The more consumers are immersed, the more likely they are to experience strong positive emotions, which could enhance their satisfaction. This effect of immersion on satisfaction has been particularly outlined in the context of musical concerts, exhibitions, and cinematography (e.g., Carù & Cova, 2006, 2011; Fornerino et al., 2008). It is expected here that the state of immersion should enable consumers to experience a benefit concert more intensely and will thereby create greater overall satisfaction.

Hypothesis 3 (H3): The immersion of participants during the musical benefit event positively influences their satisfaction.

Influence of Satisfaction on Behavioral Intentions

Beyond the need to satisfy the concert’s attendees, a benefit event must be designed with a long-term perspective. This long-term view can be addressed through the participants’ loyalty, defined as a commitment to repurchase a preferred product/service in the future (Oliver, 1999), which, in our case, is the intention to attend the concert next time. In the context of events, festival loyalty has been defined as a deeply held commitment to revisit the event during its next occurrence (Anil, 2012), and this terminology will prevail in the present study. The opinions and recommendations provided by consumers to others are another behavioral intention that is closely related to the long-term success of services in general (e.g., Zeithaml, Berry, & Parasuraman, 1996) and of festivals (e.g., Anil, 2012). The intention of positive word-of-mouth thus seems to be a relevant variable for benefit concerts, especially as charities’ communication efforts are submitted to tight budget constraints.

The consumer-based literature assumes that satisfaction is a mediator between various service features and loyalty (Olsen, 2002; Zeithaml et al., 1996). This relationship has also been documented for events and festivals. Baker and Crompton (2000) show that perceived high performance regarding comfort amenities, entertainment, or provided information enhances satisfaction and has both direct and indirect (through satisfaction) effects on loyalty to the festival. Focusing on musical events, similar findings emerge. Anil (2012) shows that features related to the festival area and convenience increase satisfaction, which, in turn, fosters intentions to visit next time, to speak positively about, and to recommend the event. Sun (2013) found that experiential perceptions (feeling of fascination, artistic experience) during a choir concert improve satisfaction, which has a positive effect on repurchase intention. Applying these contributions to benefit concerts, we propose the following hypothesis:

Hypothesis 4 (H4): Satisfaction mediates the relationship between (a) the charitable scope, the quality of service, and the consumer’s immersion, on one hand, and (b) loyalty (H4a) and intention of positive word-of-mouth (H4b), on the other hand.

Moderating Effect of the Type of Motivation

The literature on traditional concerts and festivals emphasizes that motives for participation can be quite varied. This type of consumption can be pursued for personal purposes (i.e., intellectual enrichment, interest in music), but it is also a means to achieve more social goals, such as sharing emotions and experiences within a group or meeting other people (Chen & Hu, 2006). In the context of benefit events, previous studies also suggest the existence of motivations of a distinct nature. A participant may be motivated by the other-oriented benefits associated with its support for the cause, thus valuing the humanitarian implications of the event (Bennett et al., 2007; Filo et al., 2009). Other studies, however, suggest that the participant may have self-oriented motivations unrelated to the altruistic value of the event (Hassay & Peloza, 2005; Scott & Solomon, 2003). This is confirmed by Bennett et al. (2007), for whom the intention to participate in a charity sporting event depends very significantly on the desire for physical stimulation and experiential pleasure. As stated by goal-directed theories, behaviors and satisfaction are closely related to achievement of goals and motivations. In the context of charity events, Wood et al. (2010), for example, show that the length of involvement with a sports charity event (and the amount of funds raised) differs depending on whether the participation is initially based on fundraising for the cause or on engagement with cycling. Similarly, here, we expect that people responding to different motivations would be satisfied in different ways by the three antecedents previously discussed. Specifically, the assumption is made that according to the type of initial motivation (other-oriented vs. self-oriented), the charity-based antecedent (i.e., charitable scope of the event) and the personal-based antecedents (i.e., perceived quality of service and immersion) will have different respective influences on consumer satisfaction.

Hypothesis 5 (H5): When the participant’s motivations are other-focused (vs. self-focused), the influence of the charitable scope on satisfaction will be higher (vs. lower) than the influence of the perceived quality of service and immersion.

Method

Context of Data Collection and Sample

The main constraint when studying experiential consumption such as concerts lies in the difficulty of assessing the participant’s perception on site. Many studies use online questionnaires diffused after the event, which raises the problem of reaction spontaneity. With the help of the organizers, we conducted a survey in a real situation during the annual concert of a French association for Armenian people (Toulouse, France) which occurred in a medium-sized concert hall in Toulouse. The concert raised funds for the House of Child and Youth Rights of Toulouse and several orphanages in Armenia; ticket prices (€30-€34) were 36% above the regular ticket prices (€22-€25) for both the venue and this type of show. It covered different musical styles (classical, jazz, world music, and popular French song) and artists (from a Toulouse local group to a national French singer), which ensured relative control of exogenous variance. As an important feature of the procedure, measures were assessed immediately after the show before participants left the site. This timing enabled us to assess not only how they actually experienced the moment (rather than a projection of expectations) but also to obtain responses while participants were still affectively and cognitively involved in the experience, thereby avoiding any ex post rationalization. Thus, as soon as the music stopped, we administered the questionnaire to participants who remained in the concert hall, with a response rate of 74.5%:¹ Based on a total number of 291 attendees, we obtained 217 entirely completed questionnaires (the 74 non-respondents included children, Armenian speakers, hall and association staff, and attendees who had already left the concert). The sample included 107 men (49.3%) and 110 women (50.7%), distributed across the following age groups: below 18 to 25 years (8.8%), 25 to 34 years (21.7%), 35 to 44 years (19.8%), 45 to 54 years (22.1%), 55 to 64 years (18%), and 65 years and older (9.7%). This distribution is close to the national statistics on the French population over the age of majority.

Measures

The constructs are measured by Likert-type scales from the literature, rated on 5 points ranging from 1 (strongly disagree or not at all) to 5 (strongly agree or extremely). For each measure, we conducted a test of reliability, an exploratory and a confirmatory factor analysis revealing its validity.

Charitable scope

The measure of the perceived charitable scope is structured around the five dimensions discussed in the previous section and emphasized by the nonprofit marketing literature, with two items each: (a) the perception of an explicit and direct connection to the cause (Bennett et al., 2007; e.g., The information provided during the concert clearly explains the mission statement of the association); (b) the perceived efficacy of the solutions proposed by the charity (Webb, Green, & Brashear, 2000; e.g., Actions carried out by this association really contribute to helping children in need); (c) the perceived efficacy of the benefit concert (Inoue, 2016; e.g., This concert is an effective means of raising funds for children in need); (d) the image of the charity (Bendapudi et al., 1996; e.g., I have a good opinion of the Association of Armenians of Toulouse); and (e) the perceived commitment of the volunteer organizers (Webber, 2004; e.g., The organizing team of this concert seems deeply involved in its charitable action). The reliability and validity for each of these subscales have been independently verified (Table 1). They were then aggregated in a second-order factor, which satisfies the statistic conditions required by Roussel, Durrieu, Campoy, and El Akremi (2002; theoretical link between dimensions, and correlation with the second-order factor greater than .50) and Chin (1998; average correlation among dimensions greater than .60). The measures present a very good level of fit (goodness of fit index [GFI] = .972; adjusted goodness of fit index [AFGI] = .922; comparative fit index [CFI] = .993; root mean square error of approximation [RMSEA] = .068; p < .202).

Table 1.

Psychometric Properties of the Charitable Scope Measure.

Dimensions	Explained variance (%)	α	ρ	ρ_vc
Connection to the cause	78.819	.713	.735	.582
Charity’s efficacy	88.225	.865	.873	.777
Concert’s efficacy	78.402	.703	.725	.569
Image of the charity	96.056	.959	.959	.922
Commitment of volunteering organizers	85.208	.823	.837	.721

Service quality

The perceived quality of service was measured by 10 items distributed in pairs around the five dimensions of the SERVQUAL scale (Parasuraman et al., 1988) tangible elements (e.g., The acoustics of the concert hall were good), reliability (e.g., The concert organizers are trustworthy), responsiveness (e.g., The staff were available to answer my requests), assurance (e.g., The staff demonstrated a friendly and reassuring attitude), and empathy (e.g., I received individualized attention during the concert). The five dimensions were aggregated in a second-order factor. The adjustment indicators fully comply with the currently accepted standards (GFI = .973; AFGI = .932; CFI = .987; RMSEA = .064; p < .260).

Immersion

Immersion was measured by three items (e.g., During the concert, I felt a sense of escape) from the immersion scale of Fornerino et al. (2008), already applied in the context of cultural consumption (α = .811, 73.88% of variance explained; ρ = .826; ρ_vc = .615).

Satisfaction and behavioral intentions

The satisfaction was measured with three items from Oliver (1997) (e.g., I was satisfied with this concert; α = .892, 82.39% of variance explained; ρ = .936; ρ_vc = .831). We used the measures of loyalty and positive word-of-mouth provided by Maxham and Netemeyer (2002) from the service consumption literature (e.g., Cronin & Taylor, 1994). They are, respectively, composed of two (e.g., I will return to attend the upcoming concerts organized by this charity; α = .772, 81.44% of variance explained; ρ = .730; ρ_vc = .576) and three items (e.g., I will strongly recommend this benefit concert to my friends; α = .859, 79.22% of common variance; ρ = .891; ρ_vc = .734).

Motivation to participate

We used two set of measures to assess the type of initial motivation to go to the concert. First, two scales measured both other-oriented and self-oriented motivations. The other-oriented motivation scale used two items (e.g., I came tonight to make a contribution to children in need; α = .845, 81.44% of variance explained). Three items (e.g., I came to this concert to relax and to enjoy myself) from Chen and Hu (2006) measured the self-oriented motivation (α = .798, 86.62% of variance explained). Second, we completed the previous scales by asking respondents to rank, in order of priority, their motivations for attending the concert, from three choices (i.e., music and artist, supporting the charity, meeting friends).

The descriptive statistics on the collected data are presented in Table 2.

Table 2.

Data Descriptive Statistics.

Variables	Minimum	Maximum	M	SD
Service quality	2	5	3.7523	0.6215
Immersion	1	5	3.8986	0.7099
Charitable scope	2.5	5	4.0697	0.6432
Satisfaction	1	5	4.7174	0.5112
Loyalty	1.5	5	4.2719	0.7102
Word-of-mouth	2.67	5	4.3579	0.6081

Results

Test of the Main Relationships (H1-H4)

The central relationships of the model were tested using structural equation modeling. This method enables a comparison of the effect of various antecedents on various dependent variables, considering the mediated relationships involved in the model. This method also facilitates the moderation test, by comparing all of the parameters based on the type of initial motivation. The relationships are analyzed through standardized parameters (Figure 2). The results show a significant positive relationship (β = 270; p < .014) between the charitable scope of the concert and consumer satisfaction, which supports H1. However, the perceived quality of service is not significantly associated with participant satisfaction (β = .035; p < .744), which leads to rejecting H2. H3, expecting a positive association between immersion and satisfaction, also seems to be supported by the data (β = 284; p < .001).

To address the hypothesized mediations, we examine the indirect effect of independent variables on loyalty and positive word-of-mouth through the satisfaction variable. Following the recommendations from Zhao, Lynch, and Chen (2010), these analyses rely on a bootstrap procedure. According to the authors, to reveal a mediating effect, the indirect effect confidence interval estimated via the bootstrap test should not include the zero term. The bootstrapped confidence interval (Table 3) shows that, in line with H4, satisfaction mediates the relationship between the two antecedents, on one hand (charitable scope and immersion), and loyalty and positive word-of-mouth, on the other. However, the relationships involving the perceived quality of service are not significantly associated with the behavioral intentions. Not only does the bootstrapped confidence interval include the zero term, but the total effect of service quality is nonsignificant (β = .068; p < .253 for loyalty and β = .085; p < .164 for word-of-mouth). H4a and H4b are thus corroborated with respect to the charitable and experiential dimensions of the event, supporting a partial mediation of the overall satisfaction with the event, but they are not accepted regarding its service-based dimension.

Table 3.

Mediating Effect of Satisfaction on Relationships Between Antecedents and Behavioral Intentions.

	β_s	SE	p	95% BCI
	β_s	SE	p	–5%	+5%
Charitable scope →Loyalty (total)	.483	0.129	.000	.271	.695
Charitable scope →Sat. →Loyalty (indirect)	.098	0.012	.000	.077	.118
Charitable scope →Loyalty (direct)	.385	0.116	.001	.194	.576
Service quality →Loyalty (total)	.068	0.059	.253	−.030	.166
Service quality →Sat. →Loyalty (indirect)	−.008	0.018	.644	–.037	.021
Service quality →Loyalty (direct)	.076	0.042	.068	.007	.145
Immersion →Loyalty (total)	.317	0.039	.000	.252	.382
Immersion →Sat. →Loyalty (indirect)	.125	0.040	.002	.059	.191
Immersion →Loyalty (direct)	.192	0.079	.016	.061	.323
Charitable scope →WOM (total)	.338	0.050	.000	.255	.421
Charitable scope →Sat. →WOM (indirect)	.060	0.027	.025	.016	.105
Charitable scope →WOM (direct)	.278	0.023	.000	.239	.316
Service quality →WOM (total)	.085	0.061	.164	−.015	.185
Service quality →Sat. →WOM (indirect)	−.005	0.014	.709	–.027	.017
Service quality →WOM (direct)	.090	0.074	.227	−.033	.212
Immersion →WOM (total)	.349	0.088	.000	.204	.494
Immersion →Sat. →WOM (indirect)	.077	0.045	.088	.003	.151
Immersion →WOM (direct)	.272	0.133	.041	.053	.491

Note. Sat = satisfaction; WOM = intention of positive word-of-mouth; β_s = standardized bootstrap estimators; SE = standard error of parameters; p = two-tailed p value; 95% BCI = 95% bootstrap confidence interval. Number of bootstrap samples: r = 5,000.

The Moderating Role of Motivation to Participate (H5)

The moderating effect of the type of motivation (self-oriented vs. other-oriented) is studied by a multigroup analysis, where we controlled the changes in the index of adjustment chi-square. Based on the score ranking motivation and the two measures of motivation, the sample was divided into two groups depending on whether participants came primarily for “supporting the charity” or for “artists and music” (ranking). The scales of other-oriented and self-oriented motivations were used so as to control the differences between these two types of motivations within and between groups.² Finally, Group 1 (n = 109) is composed of subjects with the maximum score for other-oriented motivation (i.e., motivated by the charitable impact of the event) and minimum score for self-oriented motivations (i.e., the music, artists and/or friends involved in the concert). It is converse for Group 2 (n = 108).

In the first step, the invariance of the measures from one group to another group was verified. The fit of the model without constraint, $χ_{(660)}^{2} = 1, 103.6$ ; p < .001, is compared with that of a model where the parameters linking the variables to their measure are forced, $χ_{(684)}^{2} = 1, 129.7$ ; p < .001. The nonsignificant difference, $Δ χ_{(24)}^{2} = 26.16$ ; p < .348, means that there is no difference between the two groups due to the measures used. The second step was to force the five relationships involved in our moderation hypothesis (Figure 1). The fit of the model, $χ_{(689)}^{2} = 1, 164.4$ ; p < .001, represents a variation of $Δ χ_{(5)}^{2} = 34.7$ (p < .001). The difference between the groups is significant for the whole tested model.

Figure 1.

Structural model and standardized parameters.

Figure 2.

Conceptual model illustrating Hypotheses 1 to 5.

Table 4 and Figure 3 provide greater accuracy and show which relationships³ are specifically affected by the type of motivation. First, the type of motivation has no moderating effect on the relationship between the charitable scope of the event and satisfaction, which remains significant regardless of the groups considered. However, it does moderate the role of immersion, which is significantly associated with satisfaction only among participants with self-oriented motivation. Conversely, the perceived quality of service is significantly associated with satisfaction only when the initial motivation is other-oriented. In conclusion, the type of initial motivation influences the role of the antecedents, but not completely as expected, except in the case of immersion. The relationship involving the charitable scope is not conditioned by the type of motivation, and service quality operates contrary to the original hypothesis.

Table 4.

Effect of the Type of Initial Motivation as Moderator.

Relationships	Δχ²	p	Other-oriented motivation (n = 9)			Self-oriented motivation (n = 108)
Relationships	Δχ²	p	Standardized coefficients	Structural coefficients	p	Standardized coefficients	Structural coefficients	p
Charit Sat.	0.015	.902	.210	.235	.047	.470	.259	.000
Quality Sat.	3.196	.074	.273	.272	.010	−.110	−.049	.210
Immers Sat.	8.121	.004	.054	.059	.581	.513	.348	.000
Sat. Loyalty	4.039	.044	.635	.651	.000	.752	.892	.000
Sat. WOM	7.541	.006	.364	.364	.000	.759	.915	.000

Note. Charit = perceived charitable scope of the event; Quality = perceived quality of service; Immers = immersion; Sat. = satisfaction; WOM = intention of positive word-of-mouth.

Figure 3.

Model parameters depending on the type of initial motivation: (a) other-oriented motivation and (b) self-oriented motivation.

Contributions, Discussion, and Limitations

Recent research has highlighted the development of events as an effective fundraising tool. Our research aimed to extend previous studies through a consumer-based approach, by focusing on benefit concerts as an experience of cultural service consumption and by addressing the perception of donors as consumers at an individual level. Although some research in nonprofit marketing addresses benefit events, it is exclusively applied to sporting events (e.g., Filo et al., 2009; Wood et al., 2010), and most of these studies were intended to identify the main expectations leading people to participate (e.g., Bennett et al., 2007). The perspective adopted here differs in two ways: the intrinsic nature of the event and the positioning along the consumption. Indeed, we provide a better understanding of the factors enhancing the participants’ overall satisfaction with consumption during a musical charity-based experience. We also address the issue of the future editions of the event by analyzing the process underlying behavioral outcomes (i.e., loyalty and positive word-of-mouth).

Our theoretical and empirical contributions, thus, complete the previous literature and provide a comparative approach involving three main dimensions that have often been examined separately in nonprofit marketing as well as in helping behavior research: charitable, service-based, and experiential dimensions. Moreover, these dimensions are studied through original variables, not previously addressed regarding charity events. If studies have captured the experiential dimension through feelings of pleasure, recreation, or excitement, immersion into the event offers another perspective of how consumers experience cultural consumption. The charitable scope of the concert also provides a multidimensional assessment of how the charitable component of the event is effectively experienced by attendees, whereas earlier studies usually assessed either the charitable impact of the event (e.g., Inoue, 2016) or the participants’ commitment to the charitable cause (e.g., Filo, Funk, & O’Brien, 2010; Scott & Solomon, 2003; Wood et al., 2010). The service-based dimension is markedly missing in empirical studies on benefit events. The use of the SERVQUAL model gives an overview of the perceived quality of service, based on several facets. This study finally provides an integrative framework that draws the respective role of these three antecedents depending on the type of initial motivation to participate, which is of special importance for engagement in charitable behaviors (Bendapudi et al., 1996). From a methodological point of view, we provide results collected on site, considering the multidimensional nature of the experience. From a managerial point of view, our findings shed light on axes to be developed to improve organization and communication related to musical benefit events.

Our initial results stress the importance of the participant’s immersion in the event. Regarding the whole sample, this experiential antecedent is associated with satisfaction to a greater extent than the charitable scope of the event is, and the quality of service does not have a significant relationship. We thus join the recommendations of recent studies that suggest the importance of pleasure, entertainment, and excitement expected by donors (e.g., Einolf et al., 2013; Güntert et al., 2014). Our results stress that beyond pleasure and excitement, satisfaction derives from immersion as a state of perceptual involvement in the cultural experience, where participants are deeply absorbed into a universe (Fornerino et al., 2008). From a practical standpoint, charities organizing a concert should pay special attention to factors that can foster participants’ immersion: For instance, the presence of a guide (i.e., facilitator, maestro), the aesthetics and history of the venue, or references to shared cultural markers can be used to overstimulate the imagination and senses and to favor immersion in cultural consumption (Carù & Cova, 2006). This result also raises questions regarding how associations should communicate about their fundraising actions. While charities’ communication is mainly designed on a compassionate and moral register (Albouy, 2017), our study suggests that the experiential dimension is not anecdotal. It was also explicitly stated by the participants, half of whom reported that they attended the event primarily for the music and artists. Charities should assume the hedonic value associated with their benefit events and should emphasize this theme to challenge new consumers/donors.

Second, the study of mediating effects reveals several insights. As expected, the overall satisfaction with the event mediates the relationships between immersion and charitable scope on one side and loyalty and intention to engage in positive word-of-mouth on the other (the perceived quality of service having neither a direct nor indirect effect on behavioral intentions). This finding stresses the importance of satisfaction in a long-term perspective of benefit events. While traditional monetary donations can be viewed as helping without a direct tangible benefit (and which are often automatically renewed), a charity event constitutes an immediate counterpart to the financial support, and the future support will be affected depending on whether this counterpart is convincing or not. Charities wishing to organize a fundraising concert should not only plan and deliver the event, but they must also ensure that donors will experience the event as satisfied consumers. Moreover, our finding confirms that, as defined in consumer-based literature (Baker & Crompton, 2000; Oliver, 1997), satisfaction is a central variable in the consumption process. Inoue (2016) analyses the impact of satisfaction with a sporting benefit event on donation intentions, with satisfaction conceptualized on the same level as the perceived event’s efficacy and camaraderie. Our finding instead suggests considering satisfaction as a first outcome derived from the evaluation of the benefit event’s features or dimensions and as an intermediate that can transmit this evaluation on behavioral intentions.

The mediation analyses also show that although satisfaction is strongly associated with loyalty and positive word-of-mouth, a partial or “complementary” mediation (Zhao et al., 2010) occurs: Immersion and perceived charitable scope still have a significant direct effect on behavioral outcomes when satisfaction is controlled. While the direct effect of service quality on behavioral intentions has been widely documented regarding service consumption (e.g., Baker & Crompton, 2000; Lee et al., 2007), it might not seem particularly pertinent for benefit concerts. Instead, we provide empirical validation applied to the experiential and charitable dimensions of a benefit event. Notably, in this case, the charitable scope is more strongly associated with behavioral intentions than immersion: Satisfaction is more heavily connected with the experiential factor, whereas loyalty and positive word-of-mouth are more related to the event’s charitable dimension. In other words, if participants come to have a pleasurable experience, they will come again and will promote the event especially if it appears to have a real and perceived charitable significance. This result could be informed by the role identity theory: People involved in helping behaviors can identify with the role of “donor,” which becomes part of their self-concept (Fairley, Green, O’Brien, & Chalip, 2014; Van Dyne & Farmer, 2004). This role of donor will emerge more or less depending on the extent to which it is evoked in a given situation, according to the principle of “role salience” (Stryker & Serpe, 1994). The perceived charitable scope of the concert, when effectively conveyed to participants, could have worked as a trigger, leading participants to identify with donors (Tuner, 1978, mentions the notion of “role-person merger”). When activated, this role identification relates perceptions of donating to the intention to donate (Grube & Piliavin, 2000; Lee, Piliavin, & Call, 1999) and to a long-term continuance of charitable behavior (Fairley et al., 2014). On a practical level, this result suggests that charities should systematically highlight the humanitarian impact of the event to make its charitable scope more salient (with a quantified assessment of the actions derived from the previous edition, for example).

Finally, the study of moderating effects has deepened our understanding of the previous results. Depending on the type of initial motivation, the role of the three antecedents differs significantly. Immersion is associated with satisfaction only for participants with self-oriented motivations, which reveals a nuance in the superiority of the experiential dimension observed in the whole sample. More importantly, the type of motivation does not affect the relationship involving charitable scope. Based on goal-directed theories, it was hypothesized that the charitable dimension would be a better predictor of satisfaction among attendees particularly motivated by charitable expectations (i.e., other-oriented motivation). Our findings do not corroborate this statement: The event’s charitable scope remains highly associated with satisfaction regardless of the type of motivation to participate. This is consistent with the work of Hassay and Peloza (2005), arguing that the altruistic value of a benefit event remains a decisive factor of success, even when the event is specifically designed to provide “fun.” Moreover, whereas the relationships involving perceived quality of service is insignificant throughout the whole sample, this factor is connected with satisfaction only when the motivation is other-oriented. Hence, when participants attend a benefit concert primarily for providing charitable support to the cause, they seem to be especially sensitive to the acoustics and amenities, interactions with employees, and demonstrations of consideration, accuracy, confidence, or responsiveness (and to a greater extent than those who came primarily to enjoy the musical event itself). A potential explanation could arise from the SERVQUAL scale used to measure the perceived quality of service: Three out of five dimensions capture features of the service that reflects in part consideration for others (e.g., responsiveness, courtesy, friendly attitude, ability to provide individualized attention), and people with other-oriented motives were possibly more sensitive toward these features than participants with more self-oriented motives. This result could also reflect the fact that when an individual engages in noninterpersonal helping behaviors, the performance, quality, and trustworthiness of the intermediary are essential (Bendapudi et al., 1996). From a practical standpoint, this result suggests that musical benefit events may be particularly fruitful for large associations whose budget and professionalism can ensure a high-quality service. Smaller charities can, however, organize small-sized concerts, allowing them to control and focus on the venue and staff performance. Service quality will be especially critical to control if the concert is specifically dedicated to an audience that is already committed to the cause and who participate, above all, to provide support for the cause.

The moderating analysis was conducted on the whole structural model and reveals another interesting result not addressed by H5. It appears that the overall satisfaction with the concert further enhances loyalty and positive word-of-mouth when the initial motivation is self-oriented. Thus, people who attend not to provide support but to enjoy themselves should also receive special attention, as they could be vectors of success for upcoming events in the same way as participants who are more tied to the cause.

Some features of our study limit the generalization of the results and, thus, represent opportunities for future research. The first limitations are related to the contingent nature of the study. Indeed, although interviewing participants in a real situation improves the internal validity of the results, this unique situation may weaken their external validity. Further research is needed to replicate the proposed model with concerts supporting other causes: The cause promoted here—improving an unhappy childhood—is singular, and the helping behaviors involved are probably different from those related to public health or emergency issues, for instance. On the same line, the association and the fundraising were related to a singular country, and this cultural dimension may have been a motivation for people attracted or interested in Armenia. Additional replications related to various countries would improve the model’s robustness. It may also be useful to extend the analysis to less traditional forms of benefit events with cultural and experiential dimensions, such as auctions or exhibitions. Another limitation lies in our conceptualization of behavioral intentions, assessed here through event loyalty (intention to attend the next event) and intention to engage in positive word-of-mouth. We agree that other behavioral intentions related to long-term success should be included in future research, such as the intention to engage in the charity as a full member or the intention to make direct donations. Finally, other limitations come from the data and analyses. Our correlational design does not allow us to determine either the direction of possible causalities or the presence of a third variable that could explain the identified associations. And, in the context of this hypothetico-deductive approach, the tested relationships are proposed on the basis of previous research, and other alternative structural equation models have not been tested.

Footnotes

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

Notes

Author Biographies

Jeanne Albouy is an associate professor at Pau Business School and research associate at the Université Toulouse III. She received her PhD in 2011 from Toulouse 1 University. Her research interests include giving behaviors, emotions, and empathy related to helping behaviors, nonprofit marketing, and efficacy of social communication.

Jean-Philippe Galan is a full professor and head of the Department of Marketing at the University of Bordeaux 4. His research areas deal with cultural marketing and cultural consumption, social networks, and research methodologies.

Laurent Maubisson is an assistant professor and head of master management in business administration at François Rabelais University. With a PhD from Toulouse 1 University received in 2012, his works are mainly focused on consumption’s experiences, cultural consumption, experiential marketing, and research methodologies.

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