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Abstract
The aim of this study is to investigate the effect of service quality on spectator satisfaction . To measure service quality, Groonroos (1984) theoretical framework which contained two dimensions of technical quality(outcome quality) and functional quality was used .The methodology was descriptive survey and the data was collected through random sampling  among 241 spectators of Shahid Beheshti Stadium in 2013 which was obtained by Cochran formula .To examine hypothesis, Structural Equation Modeling in Error level of 0.05 was used .The results indicate the effect of functional quality on spectators satisfaction with regard to regression coefficient (0.08) and p-value (0.375) which is more than significance level of 0.05, is not significant. Therefore ,with possibility of 95 % , functional quality doesn’t have any positive effect on spectators satisfaction .The results also indicate the effect of technical(outcome) quality on spectators satisfaction with regard to regression coefficient (0.76) and p-value (0.000) which is less than significance level of 0.05, is significant .Therefore ,with possibility of 95 % , technical(outcome) quality have positive effect on spectators satisfaction. .Considering the survey findings , spectators satisfaction have many benefits for the clubs .Clubs managers must do their best to improve the service quality offered to spectators as well as to employ star players in order to provide spectators with satisfaction which results in spectators presence in stadiums .
Key words: Sport Marketing, Service Quality, satisfaction##plugins.themes.academic_pro.article.details##
How to Cite
Toosi, M. A., & Alireza Pooya, F. R. N. (2014). Impact of Service Quality on Satisfaction of Spectator. International Journal of Emerging Trends in Science and Technology, 1(04). Retrieved from http://igmpublication.org/ijetst.in/index.php/ijetst/article/view/132
References
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27) Howat,G.,Absher,J.,Crilley,G.,&Milne,I.(1996).Measuring customer service quality in sports and leisure centers. Managing Leisure,1, 77–89.
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30) Kline, R.B.(2011). Principles and practice of structural equation modelling. NY:Guilford Press.
31) Ko,Y.J.,Zhang,J.,Catani,K.,&Pastore,D.(2011).Assessment of event quality in major spectator sports. Managing Service Quality,21, 304–332.
32) Koo,Y.G.,Andrew,D.P.S.,&Kim,S.(2008).Mediated relationships between the constituents of service quality and behavioural intentions:A study of women’s college basketball fans. International Journal of Sport Management and Marketing,4, 390–411.
33) Koo,Y.G.,Hardin,R.,McClung,S.,Jung,T.,Cronin,J.,Vorhees,C.,etal.(2009).Examination of the causal effects between the dimensions of service quality and spectator satisfaction in minor league baseball. International Journal of Sports Marketing and Sponsorship,11(1), 46–59.
34) Lambrect,K.W.,Kaefer,F.,&Ramenofsky,S.D.(2009).Sportscape factors influencing spectator attendance and satisfaction at professional golf association tournament. Sport Marketing Quarterly,18, 165–172.
35) Lee,J.H.,Kim,H.D.,Ko,Y.J.,&Sagas,M.(2011).The influence of service quality on satisfaction and intention:A gende rsegmentation strategy. Sport Management Review, 14, 54–64.
36) Li,X.,&Petrick,J.F.(2010).Towards an integrative model of loyalty formation:The role of quality and value. Leisure Sciences,32, 201–221.
37) Madrigal,R.(1995).Cognitive and affective determinants of fan satisfaction with sporting event attendance. Journal of Leisure Research,25, 205–227.
38) Mardia,K.V.(1970).Measures of multivariate skewness and kurtosis with applications. Biometrika, 57, 519–530.
39) McDonald,M.A.,Sutton,W.A.,&Milne,G.R.(1995).TEAMQUAL:Measuring service quality in professional sports. Sport Marketing Quarterly,4(2), 9–15.
40) Melnick,M.J.,&Wann,D.L.(2011).An examination of sport fandom in Australia:Socialization,team identification,and fan behavior. International Review for the Sociology of Sport,46, 456–470.
41) Milne, G.R.,&McDonald,M.A.(1999). Sport marketing: Managing the exchange process. MA:Jones and Bartlett Publishers.
42) Mullin, B.J.,Hardy,S.,&Sutton,W.A.(2007). Sport marketing. Campaign,IL:HumanKinetics.
43) Mullin,B.(1985).Characteristics of sport marketing.InG.Lewis&H.Appenzeller(Eds.),Successful sport management (pp. 101–123).VA:The Michie Company.
44) O’Neill, M.,Gezt,D.,&Carlsen,J.(1999).Evaluation of service quality at events:The1998 Coca Cola Masters surfing event at Margaret River. Western Australia Managing Service Quality,3, 158–166.
45) Oliver,R.L.(1999).Whence consumer loyalty?Journal of Marketing,63, 33–44.
46) Parasuraman,A.,Zeithaml,V.,&Berry,L.L.(1991).Refinement and reassessment of the SERVQUAL scale. Journal of Retailing,67, 420–450.
47) Parasuraman,A.,Zeithaml,V.A.,&Berry,L.L.(1985).A conceptual model of service quality and its implications for future research. Journal ofMarketing,49, 12–40.
48) Parasuraman,A.,Zeithaml,V.A.,&Berry,L.L.(1988).SERVQUAL:Amultiple-item scale for measuring consumer perceptions of service quality. Journal ofRetailing,64(1), 12–40.
49) Powpaka,S.(1996).The role of outcom quality as a determinant of overall service quality in different categories of service industries:An empirical investigation.Journal ofServicesMarketing,10, 5–25.
50) Richard,M.D.,&Allaway,A.W.(1993).Servic quality attributes and choice behavior.Journal of Services Marketing,7, 59–68.
51) Robinson,M.J.,Trail,G.T.,Dick,R.J.,&Gillentine,A.J.(2005).Fans vs.spectators:Ananalysis of those who attend inter collegiate football games. Sport Marketing Quarterly, 14, 43–53.
52) Ross, S.(2006).A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management,20, 22–38.
53) Shonk ,David J. Seifried ,Chad .(2006) . Conceptualizing Service Quality in Active vs. Spectator Sport. International Conference on Sport and Entertainment Business. November 8-11
54) Thamnopoulos, Yanni; Tzetzis, George; Laios, Sakis.The Impact of Service Quality and Satisfaction on Customers’ Future Intentions, in the Sport Spectators’ Context. The Sport Journal , Vol. 15, No. 1
2) Anderson,E.,&Fornell,C.(1994).A customer satisfaction research prospectus.In R.T.Rust&R.L.Oliver(Eds.), Service quality:New directions in theory and practice (pp. 241–268).CA:SagePublications.
3) Anderson,E.W.,&Sullivan,M.W.(1993).The antecedents and consequences of customer satisfaction for firms. Marketing Science,12(2), 125–143.
4) Andreff,W.(2007).French football:A financial crisis rooted in weak governance. Journal of Sports Economics,8, 652–661.
5) Athanassopoulos,A.,Gounaris,S.,&Stathakopoulos,V.(2001).Behaviouralresponses to customer satisfaction:An empirical study. European Journal of Marketing,35, 687–707.
6) Bloemer,J.,deRuyter,K.,&Peeters,P.(1998).Investigating drivers of bank loyalty: The complex relationship between image, service quality,and satisfaction.Journal of BankMarketing,16, 276–286.
7) Bolton,R.N.,&Drew,J.H.(1991).A multi stage model of customers’assessments of service quality and value. Journal of ConsumerResearch,17, 375–384.
8) Bolton,R.N.,&Lemon,K.N.(1999).A dynamic model of customers’usage of services:Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36, 171–186.
9) Brady,M.K.,&Cronin,J.J.(2001).Some new thoughts on conceptualizing perceived service quality:A hierarchical approach. Journal of Marketing,65(3), 34–49.
10) Brady,M.K.,Knight,G.A.,Cronin,J.,Jr.,Tomas,G.,Hult,M.,&Keillor,B.D.(2005).Removing the contextual lens:A multi national,multi-setting comparison ofservice evaluation models. Journal of Retailing,81, 215–230.
11) Brady,M.K.,Robertson,C.J.,&Cronin,J.J.(2001).Managing behavioral intentions in diverse cultural environments:An investigation of service quality,service value, and satisfaction for American and Ecuadorian fast-food customers. Journal ofInternationalManagement,7, 129–149.
12) Brady,M.K.,Voorhees,J.J.,Cronin,J.,Jr.,&Bourdeau,B.L.(2006).Thegood guys don’t always win:The effect of valence on service perceptions and consequences.Journal ofServicesMarketing,20, 83–91.
13) Carlson, J.,&O’Cass,A.(2010).Exploring the relationships between e-service quality,satisfaction,attitudes,and behaviours in content driven e-service web sites.Journal ofServicesMarketing,24, 112–127.
14) Clemes,M.D.,Brush,G.J.,&Collins,M.J.(2011).Analysing the professional sport experience:A hierarchical approach. Sport Management Review,14, 370–388.
consequences of service quality. Journal of Marketing,60, 31–46
15) Crompton,J.L.,MacKay,K.J.,&Fesenmeier,D.R.(1991).Identifying dimensions of service quality in public recreation. Journal of Park&Recreation Administration,9, 15–28.
16) Cronin,J.J.,&Taylor,S.A.(1992).Measuring service quality:A reexamination and extension. Journal ofMarketing,56(3), 55–68.
17) Cronin,J.J.,Brady,M.K.,&Hult,G.T.M.(2000).Assessing the effects of quality,value,and customer satisfaction on consumer behavioral intentions in serviceenvironments. Journal ofRetailing,76, 193–218.
18) Dabholkar,P.A.,Shepherd,C.D.,&Thorpe,D.I.(2000).A comprehensive framework for service quality:An investigation of critical conceptual and measurement issues though a longitudinal study. Journal of Retailing,76, 139–173.
19) Frick, B.,&Prinz,J.(2006).Crisis?What crisis?. Journal of Sports Economics,7, 60–75.
20) Funk,D.,&James,J.(2006).Consumer loyalty:The meaning of attachment in the development of sport team allegiance.Journal of Sport Management,20(2),189–217.
21) Greenwell,C.T.,Fink,J.S.,&Pastore,Y.D.L.(2002).Assessing the influence of the physical sports facility on customer satisfaction with in the context of the service experience. Sport Management Review,5, 129–148.
22) Gronroos, C.(1990). Service management and marketing: Managing the moments of truth in servicecompetition.MA:LexingtonBooks.
23) Gronroos, C.(2001).The perceived service quality concept a mistake? Managing Service Quality,11, 150–152.
24) Gronroos,C.(1984).A service quality model and its marketing implications. European Journal of Marketing,18, 36–44.
25) Hightower,R.,Brady,M.,&Baker,T.L.(2002).Investigating the role of physical environment in hedonic service consumption: An exploratory study of sporting events. Journal of Business Research,55, 697–707.
26) Howard, D.R.,&Crompton,J.L.(2004). Financing sport (2nd ed.).Morgan town,WV:Fitness In formation Technology.
27) Howat,G.,Absher,J.,Crilley,G.,&Milne,I.(1996).Measuring customer service quality in sports and leisure centers. Managing Leisure,1, 77–89.
28) Howat,G.,Crilley,G.,&McGrath,R.(2008).A focussed service quality,benefits,overall satisfaction and loyalty model for public aquatic centres. Managing Leisure,13, 1–23.
29) Kang,G.D.,&James,J.(2004).Service quality dimensions: An examination of Gronroos’s service quality model. Managing Service Quality,14, 266–277.
30) Kline, R.B.(2011). Principles and practice of structural equation modelling. NY:Guilford Press.
31) Ko,Y.J.,Zhang,J.,Catani,K.,&Pastore,D.(2011).Assessment of event quality in major spectator sports. Managing Service Quality,21, 304–332.
32) Koo,Y.G.,Andrew,D.P.S.,&Kim,S.(2008).Mediated relationships between the constituents of service quality and behavioural intentions:A study of women’s college basketball fans. International Journal of Sport Management and Marketing,4, 390–411.
33) Koo,Y.G.,Hardin,R.,McClung,S.,Jung,T.,Cronin,J.,Vorhees,C.,etal.(2009).Examination of the causal effects between the dimensions of service quality and spectator satisfaction in minor league baseball. International Journal of Sports Marketing and Sponsorship,11(1), 46–59.
34) Lambrect,K.W.,Kaefer,F.,&Ramenofsky,S.D.(2009).Sportscape factors influencing spectator attendance and satisfaction at professional golf association tournament. Sport Marketing Quarterly,18, 165–172.
35) Lee,J.H.,Kim,H.D.,Ko,Y.J.,&Sagas,M.(2011).The influence of service quality on satisfaction and intention:A gende rsegmentation strategy. Sport Management Review, 14, 54–64.
36) Li,X.,&Petrick,J.F.(2010).Towards an integrative model of loyalty formation:The role of quality and value. Leisure Sciences,32, 201–221.
37) Madrigal,R.(1995).Cognitive and affective determinants of fan satisfaction with sporting event attendance. Journal of Leisure Research,25, 205–227.
38) Mardia,K.V.(1970).Measures of multivariate skewness and kurtosis with applications. Biometrika, 57, 519–530.
39) McDonald,M.A.,Sutton,W.A.,&Milne,G.R.(1995).TEAMQUAL:Measuring service quality in professional sports. Sport Marketing Quarterly,4(2), 9–15.
40) Melnick,M.J.,&Wann,D.L.(2011).An examination of sport fandom in Australia:Socialization,team identification,and fan behavior. International Review for the Sociology of Sport,46, 456–470.
41) Milne, G.R.,&McDonald,M.A.(1999). Sport marketing: Managing the exchange process. MA:Jones and Bartlett Publishers.
42) Mullin, B.J.,Hardy,S.,&Sutton,W.A.(2007). Sport marketing. Campaign,IL:HumanKinetics.
43) Mullin,B.(1985).Characteristics of sport marketing.InG.Lewis&H.Appenzeller(Eds.),Successful sport management (pp. 101–123).VA:The Michie Company.
44) O’Neill, M.,Gezt,D.,&Carlsen,J.(1999).Evaluation of service quality at events:The1998 Coca Cola Masters surfing event at Margaret River. Western Australia Managing Service Quality,3, 158–166.
45) Oliver,R.L.(1999).Whence consumer loyalty?Journal of Marketing,63, 33–44.
46) Parasuraman,A.,Zeithaml,V.,&Berry,L.L.(1991).Refinement and reassessment of the SERVQUAL scale. Journal of Retailing,67, 420–450.
47) Parasuraman,A.,Zeithaml,V.A.,&Berry,L.L.(1985).A conceptual model of service quality and its implications for future research. Journal ofMarketing,49, 12–40.
48) Parasuraman,A.,Zeithaml,V.A.,&Berry,L.L.(1988).SERVQUAL:Amultiple-item scale for measuring consumer perceptions of service quality. Journal ofRetailing,64(1), 12–40.
49) Powpaka,S.(1996).The role of outcom quality as a determinant of overall service quality in different categories of service industries:An empirical investigation.Journal ofServicesMarketing,10, 5–25.
50) Richard,M.D.,&Allaway,A.W.(1993).Servic quality attributes and choice behavior.Journal of Services Marketing,7, 59–68.
51) Robinson,M.J.,Trail,G.T.,Dick,R.J.,&Gillentine,A.J.(2005).Fans vs.spectators:Ananalysis of those who attend inter collegiate football games. Sport Marketing Quarterly, 14, 43–53.
52) Ross, S.(2006).A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management,20, 22–38.
53) Shonk ,David J. Seifried ,Chad .(2006) . Conceptualizing Service Quality in Active vs. Spectator Sport. International Conference on Sport and Entertainment Business. November 8-11
54) Thamnopoulos, Yanni; Tzetzis, George; Laios, Sakis.The Impact of Service Quality and Satisfaction on Customers’ Future Intentions, in the Sport Spectators’ Context. The Sport Journal , Vol. 15, No. 1