...Elyria Kemp; Xingyi Zhang; Dong-Jun Min; Roderick Paulin Purpose The use of music in service settings is being transformed by the proliferation of artificial intelligence ( AI ). This research aims to investigate consumers’ emotional responses to human- versus AI-generated music in scenario-based...

...Krzysztof Kubacki Purpose Although music has been indicated by nightclubs and pubs' patrons as the most important service offering, the service marketing literature provides very little guidance on how artists could increase their audience satisfaction with an experiential product such as live...