The relationship between familiarity and expectations

This study examines the effects of prior experience in the context of a cultural arts service. This is an exploratory study designed to investigate the role familiarity plays in shaping visitor expectations. A cross sectional sample of novice and experienced visitors to a major art exhibition was conducted to investigate expectations, perceptions and service quality. Although the results are inconclusive, the findings provide some support for the proposition that novices have more fragmented expectations in certain dimensions.