Sport industry service attributes, service experiences, relationship quality and behavioural intentions

Abstract

This study verified a mediating process model regarding the relationship quality between consumers and paintball venues by using relationship marketing theory. The antecedent variables of relationship quality were identified as service attribute and service quality to examine whether they exert different effects on the determinants of relationship quality differ and subsequently influences behavioural intention. A total of 750 questionnaires were issued through purposive sampling and 685 valid questionnaires were returned. Confirmatory factor analysis and structural equation modelling were conducted. The results revealed that both service attribute and service experience positively affected the dimensions of relationship quality. Satisfaction exerted significant and positive effects on behavioural intention and trust positively. Commitment significantly and positively affected behavioural intention and trust significantly and positively affected commitment. This study has provided useful information on understanding of the interrelations between relationship variables and relevant managerial suggestions are proposed.