Looking forward: anticipation enhances service experiences

Purpose This paper aims to explore the nature and relationships among the dimensions that constitute expectations, anticipation and post-experience assessment of cultural events, before and after an aesthetic experience, namely, a live Norwegian opera or ballet performance. Design/methodology/approach A triangulation approach is used to combine qualitative and quantitative analyses. Quantitative data collection was conducted at the site before and after a performance experience. Findings Expectations, anticipation and post-experience assessment are found to be multi-dimensional. Expectations and anticipation are identified as distinct constructs. Three dimensions of expectations of quality are extrinsic cues: building and functional attributes, available services and level of employee service. In addition, two dimensions of pre-experience anticipation are identified: anticipation of information gathering activities and anticipation of the event. Post-experience assessment has two dimensions: satisfaction and pride in the building. Two post-experience associations are enthusiasm and inclusiveness. Anticipation of the event and enthusiasm, not expectations, are found to be predictors of satisfaction. Originality/value Anticipation is a significant pre-experience phenomenon. Enthusiasm is identified as a post-experience association.