Cosplays, Free hugs and Video games: Influences of C2C interactions in large public events

Elodie Jouny-Rivier (1) , Aude Ducroquet (2)

1 ESSCA Research Lab
2 GRANEM - Groupe de Recherche Angevin en Economie et Management

Thematic events provide value for stakeholders (fans, other visitors, managers, exhibitors etc.) through interactions and exchanges. However little research details how companies can take advantage of the interactions between visitors, as well as the consequences of customer-to-customer value creation on the service experience.To address these issues, two qualitative studies are conducted with managers of three top French thematic events coupled with 53 semi-directive interviews with visitors of the Japan Expo. From a theoretical standpoint, this study provides a better understanding of the C2C co-creation in hedonic service settings with fan communities. As for managerial implications, this article can guide managers in their efforts to improve service experience for thematic events.

Mots clés: Co-creation; Customer-to-Customer; Fan communities; Services

Domaines: Sciences de l'Homme et Société

Elodie Jouny-Rivier, Aude Ducroquet. Cosplays, Free hugs and Video games: Influences of C2C interactions in large public events. TTRA Europe Conference, Apr 2017, Angers, France. ⟨hal-02538877⟩