Value creation in art galleries: A service logic analysis

Williams, M.; Biggermann, S.; Toth, Zsofia

Abstract

This study addresses how non-profit organisations like art galleries participate in co-creating value with visitors (customers), providers, and other stakeholders, and how these processes can be conceptualised within a service logic framework. We evaluate how an art gallery touring exhibition in regional Australia contributed to customer value, drawing on data collected from interviews with staff of art galleries and arts organisations as well as practitioner publications and art websites. Our findings illuminated four forms of value creation: financial, knowledge sharing, social and cultural, and professional value. Country art galleries have strong visitor orientation and employ co-creation processes focused on enhancing visitors' experience, aligned with government directions on Indigenous understanding and objectives of local Indigenous art communities. However, customer value exchange is not well understood. The lack of marketing research expertise and usable visitor data is a barrier to value creation.

Citation

Williams, M., Biggermann, S., & Toth, Z. (2020). Value creation in art galleries: A service logic analysis. Australasian Marketing Journal, 28(1), 47-56. https://doi.org/10.1016/j.ausmj.2019.08.002

• Journal Article Type: Article
• Acceptance Date: Aug 9, 2019
• Online Publication Date: Aug 26, 2019
• Publication Date: Feb 1, 2020
• Deposit Date: Nov 11, 2019
• Publicly Available Date: Feb 27, 2021
• Journal: Australasian Marketing Journal
• Print ISSN: 1441-3582
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 28
• Issue: 1
• Pages: 47-56
• DOI: https://doi.org/10.1016/j.ausmj.2019.08.002
• Keywords: Customer value; Value co-creation; Art galleries; Touring exhibitions; Australian aboriginal art
• Public URL: https://nottingham-repository.worktribe.com/output/3197940
• Publisher URL: https://www.sciencedirect.com/science/article/pii/S1441358219300692