Exploring service quality and its customer consequences in the sports spectating sector

Abstract

Purpose The purpose of this paper is to investigate issues relevant to service quality and propose a conceptual model addressing the convictions held by consumers in relation to the service quality of sport services as regards spectators and their influence on sport consumption. Design/methodology/approach A quantitative method was used for the purpose of this study and 1,643 questionnaires were gathered and analyzed. The current research intended to employ an integrated service quality model within the scope of sport spectating. The model included five fundamental factors and they were examined in association with the behavioral intentions that spectators have. By combining all these factors and aspects, it was attempted to shape consumers’ general perception regarding quality in service. The model of the research considers quality in service to be a hierarchical construct comprising many dimensions and it is observed that service quality can be classified into five factors, all of which can be defined by a variety of corresponding sub-factors. Findings The outcomes showed that four of the suggested factors regarding quality (i.e. game quality, augmented service quality, interaction quality and outcome quality) had an important as well as favorable influence on sport consumption. Research limitations/implications The empirical evidence for this research is derived from one specific professional sport event (European Basketball League) and spectators who took part were from Greece. Future research could use a wider sample of sport events and the participation of spectators from various countries is necessary before such findings are generalized. Originality/value The present research provides a contemporary analysis of factors influencing sport spectators anticipated quality and their influence on sport consumption.