The Relationship Between Participant Satisfaction, Perceived Service Quality, and Expenditures in A Sports Event
Keywords:
Participant satisfaction;Participant expenditures; Perceived service quality; Sport event
Abstract
This research aimed to propose a model for the enhancement of service quality of the 2nd Thailand Open Master Games 2022 in Thailand. Data were collected from a sample survey of 583 participants i.e., athletes, referees, coaches, officials, team managers, volunteers, and all involved. A simple sampling was used. A particular focus of the study is if and how participant satisfaction influences participant’ expenditures. It is hypothesized and argued that expenditure depends on satisfaction relative to perceived service quality. Descriptive and regression analytical techniques were employed for data analysis. Three primary dimensions in service quality were identified in the sports context: sporting event quality, staff quality, and venue and sports facilities quality. It is empirically found that perceived service quality affected participants' satisfaction and those participants with satisfaction greater than their perceived service quality during the visit spend significantly more. The management in sports events could apply the findings in delivering services with a view to boosting customers. A limitation of this study, however, is that the satisfaction is not measured systematically taking into consideration several dimensions of satisfaction that should be addressed in future research.
References
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Suchánek, P., & Králová, M. 2019. Customer satisfaction, loyalty, knowledge and competitiveness in the food industry. Eco. Res. Ekonomska istraživanja. 32: 1237–1255. doi: 10.1080/1331677X.2019.1627893
Talib, F., Rahman, Z. & Qureshi, M.N. 2013. An empirical investigation of relationship between total quality management practices and quality performance in Indian service companies. International Journal of Quality and Reliability Management, 30(3): 280-318.
Thamnopoulos, Y., Tzetzis, G. & Laios, S. 2012. The Impact of Service Quality and Satisfaction on Customers’ Future Intentions, in the Sport Spectators’ Context. The sport journal, 24. Avaliable from https://thesportjournal.org/article/the-impact-of-service-quality-and-satisfaction/
Theodorakis, N., Kambitsis, C.s & Laios, A. 2001. Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality, 11: 431-438. doi:10.1108/09604520110410638.
Zhou, R., Wang, X., Shi, Y., Zhang, R., Zhang, L., and Guo, H. 2019. Measuring e-service quality and its importance to customer satisfaction and loyalty: an empirical study in a telecom setting. Elect. Comm. Res. 19: 477–499. doi: 10.1007/s10660-018-9301-3
Zygiaris, S., Hameed, Z., Ayidh Alsubaie, M., & Ur Rehman, S. 2022. Service Quality and Customer Satisfaction in the Post Pandemic World: A Study of Saudi Auto Care Industry. Front. Psychol, 13:842141. doi: 10.3389/fpsyg.2022.842141
Barquet, A., Brida, J. G., Osti, L., & Schubert, S. 2011. An analysis of tourists’ expenditure on winter sports events through the Tobit censorate model. Tourism Economics, 17(6): 1197–1217. http://dx.doi.org/10.2139/ssrn.1547694
Biscaia, R., Yoshida, M. & Kim, Y. 2021. Service quality and its effects on consumer outcomes: a meta-analytic review in spectator sport. European Sport Management Quarterly, 1-25. https://doi.org/10.1080/16184742.2021.1938630.
Borges, A. & Rodrigues, P. & Matias, Á. 2016. Customer satisfaction and expenditure behaviour in musical festivals: The optimus primavera sound case study. Tourism Economics. 22: 825-836. doi: 10.1177/1354816616654255.
Bouranta, N., Psomas, E., Suárez-Barraza, M.F. & Jaca, C. 2019. The key factors of total quality management in the service sector: a cross-cultural study. Benchmarking: An International Journal. 26(3): 893-921. doi: 10.1108/BIJ-09-2017-0240.
Case, R., Dey, T. , Lu, J., Phang, J. & Schwanz, A. 2013. Participant Spending at Sporting Events: An Examination of Survey Methodologies. Journal of Convention & Event Tourism, 14: 21-41. http://dx.doi.org/10.1080/15470148.2012.755607.
Disegna, M. & Osti, L. 2016. Tourists’ expenditure behaviour: The influence of satisfaction and the dependence of spending categories. Tourism Economics, 22(1): 5–30. http://dx.doi.org/10.5367/te.2014.0410
Disegna, M. & Osti, L. 2013. The Influence of Visitors’ Satisfaction on Expenditure Behaviour, BEMPS - Bozen Economics & Management Paper Series BEMPS14. Faculty of Economics and Management at the Free University of Bozen.
Dixon, A. W., Backman, S., Backman, K., & Norman, W. 2012. Expenditurebased segmentation of sport tourists. Journal of Sport Tourism, 17(1): 5–21. http://dx.doi.org/10.1080/14775085.2011.635017.
Han, J., Zuo, Y., Law, R., Chen, S., and Zhang, M. 2021. Service Quality in Tourism Public Health: Trust, Satisfaction, and Loyalty. Front. Psychol. 12:279. doi: 10.3389/fpsyg.2021.731279.
Gokce, H. & Bozyigit, E. (2020). Satisfaction Levels of Sports Event Participants. Journal of Education and Learning. 9: 136. doi: 10.5539/jel.v9n1p136.
González, M. E. A., Comesaña, L. R. & Brea, J. A. F. 2007. Assessing tourist behavioral intentions through perceived service quality and customer satisfaction. Journal Business Research. 60: 153–160. doi: 10.1016/j.jbusres.2006.10.014.
Jiménez-Naranjo, H., Coca-Pérez, J., Gutiérrez-Fernández, M., Fernández Portillo, A. 2016. Determinants of the expenditure done by attendees at a sporting event: The case of World Padel Tour. European Journal of Management and Business Economics, 25: 133-141. doi: 10.1016/j.redeen.2016.05.002.
Jurdana, D. S., & Frleta, D. S. 2017. Satisfaction as a determinant of tourist expenditure. Current Issues in Tourism, 20(7): 691–704. http://dx.doi.org/10.1080/13683500.2016.1175420.
Mañas, M.A., Jiménez, G., Muyor, J.M., Martínez, V., & Moliner, C.P. (2008). Tangibles as predictors of customer satisfaction in sports services. Psicothema, 20(2): 243-248.
Mortazavi, R. 2018. Endogeneity of satisfaction as a predictor for spending. Annals of Tourism Research, 72: 168–171. http://dx.doi.org/10.1016/j.annals.2018.02.012.
Mortazavi, R. 2021. The relationship between visitor satisfaction, expectation and spending in a sport event. European Research on Management and Business Economics, 27(1): 100132. https://doi.org/10.1016/j.iedeen.2020.10.002.
Nuviala, A., Grao-Cruces, A. & Pérez-Turpin, J. 2012. Perceived service quality,perceived value and satisfaction in groups of users of sports organizations in Spain. Kinesiology. 44(1): 94-103.
Omar, H. F. H., Saadan, K. B., and Seman, K. B. 2015. Determining the influence of the reliability of service quality on customer satisfaction: The case of Libyan E-commerce customers. Int. J. Learn. Dev. 5, 86–89. doi: 10.5296/ijld.v5i1.6649
Papadimitriou, D., Kaplanidou, K. & Papacharalampous, N. 2016. Sport event-sponsor fit and its effects on sponsor purchase intentions: a non-consumer perspective among athletes, volunteers and spectators. Journal of Business & Industrial Marketing, 31: 247-259. doi: 10.1108/JBIM-09-2014-0187.
Rial, J., Varela, J., Rial, A., & Real, E. 2010. Modelización y medida de la calidad percibida en centros deportivos: La escala QSport-10. [Modelling and measuring perceived quality in sports centres: QSport-10 scale.]. RICYDE. Revista Internacional De Ciencias Del Deporte, 6(18), 57-73.
Salgado-Barandelaa, J., Sánchez-Fernández, P., & Barajas, A. 2018. Determinants of the spending of sporting tourists: The case of attendees at professional basketball. European Research on Management and Business Economics, 24(3): 168–176. http://dx.doi.org/10.1016/j.iedeen.2018.05.001
Sato, M., Jordan, J.,Kaplanidou,K., & Funk, D. 2014. Determinants oftourists’ expenditure at mass participant sport events: A five-year analysis. Current Issues in Tourism, 17(9): 763–771. http://dx.doi.org/10.1080/13683500.2014.892918
Shonk, D. J., Bravo, G. A., Velez-Colon, L., & Lee, C. 2017. Measuring event quality, satisfaction, and intent to return at an international sport event: The ICF Canoe Slalom World Championships. Journal of Global Sport Management, 2(2): 79–95. https://doi.org/10.1080/24704067.2017.1317011.
Suchánek, P., & Králová, M. 2019. Customer satisfaction, loyalty, knowledge and competitiveness in the food industry. Eco. Res. Ekonomska istraživanja. 32: 1237–1255. doi: 10.1080/1331677X.2019.1627893
Talib, F., Rahman, Z. & Qureshi, M.N. 2013. An empirical investigation of relationship between total quality management practices and quality performance in Indian service companies. International Journal of Quality and Reliability Management, 30(3): 280-318.
Thamnopoulos, Y., Tzetzis, G. & Laios, S. 2012. The Impact of Service Quality and Satisfaction on Customers’ Future Intentions, in the Sport Spectators’ Context. The sport journal, 24. Avaliable from https://thesportjournal.org/article/the-impact-of-service-quality-and-satisfaction/
Theodorakis, N., Kambitsis, C.s & Laios, A. 2001. Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality, 11: 431-438. doi:10.1108/09604520110410638.
Zhou, R., Wang, X., Shi, Y., Zhang, R., Zhang, L., and Guo, H. 2019. Measuring e-service quality and its importance to customer satisfaction and loyalty: an empirical study in a telecom setting. Elect. Comm. Res. 19: 477–499. doi: 10.1007/s10660-018-9301-3
Zygiaris, S., Hameed, Z., Ayidh Alsubaie, M., & Ur Rehman, S. 2022. Service Quality and Customer Satisfaction in the Post Pandemic World: A Study of Saudi Auto Care Industry. Front. Psychol, 13:842141. doi: 10.3389/fpsyg.2022.842141
Published
2022-06-29
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