A Qualitative Study Exploring Factors Affecting the Customer Experience in the Events Industry in Saudi Arabia

Abstract

This research examines the factors influencing customer experience in the events industry in Saudi Arabia, with a particular emphasis on the role of event staff. The research is driven by the increasing importance of customer satisfaction and service quality within the tourism and events sectors, aligning with Saudi Arabia's Vision 2030. This vision aims to diversify the economy and enhance cultural and entertainment offerings (Peterson, 2024). Thereby prioritising high-quality service delivery in the events industry. The objectives of this research are to identify the key factors affecting customer experience, investigate how event staff presentation, uniforms, and behaviour influence perceived service quality, and provide practical and theoretical recommendations for improving customer experiences at Saudi events. Moreover, the aim is to explore the factors impacting customer experience and how they affect it in the events industry in Saudi Arabia through event staff. To achieve these objectives and the overall aim, a qualitative research approach was utilised, featuring semi-structured interviews with six experienced event organisers in Saudi Arabia. The interview questions were guided by the SERVQUAL framework, a widely recognised framework for evaluating service quality across five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Thematic analysis was employed to interpret the data from these interviews, facilitating the identification of emerging themes and subthemes related to customer experience and service quality in Saudi events. The findings reveal several critical factors that crucially impact customer experience in the Saudi events industry. Firstly, the research underscores the importance of staff presentation and professionalism. The appearance of event staff, regulated by strict dress codes or uniforms, plays a crucial role in shaping customer perceptions and experiences. The research found that well- presented staff positively contribute to the overall image of the event, fostering a sense of reliability and quality among attendees. This finding aligns with the SERVQUAL dimensions of tangibility and reliability, where the physical appearance of staff serves as a visual cue for service quality. Secondly, the research highlights the role of uniforms in enhancing customer experience. Uniforms facilitate the easy identification of staff by attendees, thereby reducing

confusion and improving service delivery. This aspect is vital for fostering a sense of assurance among attendees, reinforcing their confidence in the event's organisation and service quality. Another crucial finding is the impact of staff behaviour and interaction on customer satisfaction. The research reveals that the behaviour of event staff, particularly their responsiveness and empathy towards attendees, is a critical factor in determining customer satisfaction. Positive interactions between staff and attendees help create a welcoming and professional environment, greatly enhancing the overall experience. Furthermore, the research emphasises the importance of cultural considerations in service delivery. In the Saudi Arabian context, incorporating traditional attire such as the Abaya for women and the Thobe alongside the Shemagh for men as part of the uniform policy could potentially enhance cultural resonance and acceptance among local attendees. However, there is a clear need for further research to explore how Saudi traditional attire impacts customer experience in the Saudi events industry, thereby enhancing the body of literature on this topic. The research concludes that service quality, specifically the professionalism, presentation, and behaviour of event staff, is a critical determinant of customer experience in the Saudi events industry. Based on these findings, the research offers a theoretical recommendation by suggesting integrating professionalism as a distinct dimension within existing service quality frameworks, like SERVQUAL, could crucially enhance the theoretical understanding of service quality in the events industry, particularly in Saudi Arabia. While the current framework covers aspects such as tangibles, responsiveness, assurance, and empathy, it does not fully address elements like ethical standards, consistent service, and cultural appropriateness. By explicitly including professionalism, the framework would better capture service quality perceptions and delivery in diverse cultural settings, providing a more comprehensive framework. This addition would offer a new perspective not previously explored in the events industry. Additionally, the research offers a practical recommendation for enhancing service quality and customer experience in the Saudi events industry. Event professionals are encouraged to implement specialised training programs in secondary or post-secondary education. These programs should emphasise key aspects of professionalism, including effective customer interaction, communication skills, and appropriate dress codes.

Moreover, the use of a qualitative approach with a small sample size, while providing depth and richness in data, limited the generalisability of the findings to the broader events industry in Saudi Arabia (Vasileiou et al., 2018). Additionally, the limitations of the research were clearly laid out, demonstrating an understanding of the research process and its constraints. In summary, the research identified key factors, including staff presentation, uniforms, and behaviour, as crucial in shaping customer experience and influencing perceptions of service quality, which further signifies the fulfilment of a previously unaddressed gap in the industry. The findings of this research could potentially position the Saudi events industry as a leading competitor in the global market.