The importance of e-service quality in the livestreaming music concert business

Abstract

The live music concert business was one of the economic sectors most affected by mandatory quarantine and social restrictions due to COVID-19. The quarantine forced this industry to reinvent itself through digital communication, to be able to continue offering this type of shows, but in a completely virtual way. Taking this into account, this research analyses the adaptation of the live music concert business through e-service quality management in digital communication, and how the consumer of this type of shows responded to this new commercial strategy. Through the PLS a sample of 294 consumers was processed in the city of Bogota, (Colombia), who, once the mandatory quarantine ended, attended some kind of live music concert, but completely in a virtual way. The results allow us to show the positive relationships between study variables, thus demonstrating the emergence of a digital consumer in this sector.

Keywords

• e-service quality
• e-loyalty
• e-repurchase intention
• e-WOM
• live music concerts