Customer loyalty in entertainment venues: The reality TV genre

• Drivers of service customer loyalty are hypothesized to be context specific.
• Viewers form parasocial relationships with show judges and contestants.
• Coproduction, self-connection, and fulfillment influence viewer/show involvement.
• These three antecedents influence viewer loyalty only through involvement.
• Involvement with a show is the key driver of viewers’ loyalty to the show.

Current knowledge regarding the drivers of consumers' loyalty in service contexts remains limited as findings from extant studies differ; possibly because in service settings drivers of loyalty are context specific. This study contributes toward better understanding of the drivers of consumer loyalty in service contexts through investigation of the $750 billion U.S. entertainment industry. Findings from the entertainment industry should generalize to several other important service areas including spectator sports, Internet and social networking sites.