Spectator satisfaction in professional sport : a test of a hierarchical model

Abstract

Consistently maintaining attendance at sporting events is particularly difficult, as aspects of quality, such as atmosphere and game quality, are unable to be controlled (Kennett, Sneath, & Henson, 2001). Therefore, it is strategically important to understand and manage spectator perceptions of service quality, and to understand how these perceptions affect value, satisfaction and behavioural intentions. Despite this, research into spectators' perceptions of service quality dimensions, and the related services constructs is scarce. The current study addresses this deficiency by identifying spectators' perceptions of service quality for Super 12 rugby, and the effect that these have on value, satisfaction and behavioural intentions.

The findings of the study are based on the analysis of a sample of 462 respondents who attended a Super 12 rugby match in Christchurch, New Zealand. Eleven sub dimensions of service quality, as perceived by spectators of Super 12 rugby, were found. These were: Security Employees, Food and Beverage, Players, Social Factors, Visuals and Sound, Access, Seats, Cleanliness, Atmosphere, Game Quality, and Entertainment. Support for the use of the primary dimensions of Interaction Quality, Physical Environment Quality, and Outcome Quality as broad dimensions of service quality in a hierarchical factor structure for a spectator sport was found. Also, evidence for the hypothesised paths between service quality, value, satisfaction, and behavioural intentions was identified. Fanship also had a significant positive affect on service quality and satisfaction perceptions, and on behavioural intentions. Each of the primary dimensions varied in terms of their importance to overall Perceived Service Quality, as did the sub dimensions to the primary dimensions.

The results of the analysis make a contribution to the service marketing theory by providing an empirically based insight into the Service Quality construct. The study also provides a framework for understanding the effects of the three primary dimensions on Service Quality, and how that affects the service constructs of Value, Satisfaction, and behavioural intentions. Also, Fanship was identified as an important predictor variable for numerous constructs, especially behavioural intentions.

This study will assist sports marketers and practitioners to develop and implement services marketing strategies in order to achieve a high quality of service and enhance spectator satisfaction, value, and favourable behavioural intentions.