Consumer perception of service quality attributes at sporting events
Rahul Bakshi, Rashmi Manhas
Purpose – The purpose of this study is to enhance understanding of service quality at major spectator sports events by developing a conceptual framework and measurement scale specifically designed for assessment of spectators’ perceptions of event quality.
Design/methodology/approach – Utilising a comprehensive literature review and detailed qualitative preliminary procedures, a comprehensive model of event quality for spectator sports (MEQSS) and a measurement scale of event quality in spectator sports (SEQSS) are developed. The models are then tested using confirmatory factor analysis and structural equation modelling using data from a quantitative survey of a convenience sample of spectators at inter university badminton league.
Findings – The proposed model is shown to fit the data well. Reliability and validity of the SEQSS are established through the substantive survey.
Research limitations/implications – The findings of the study are limited by the sample being restricted to a single sport. Further studies in other settings using larger samples are desirable.
Practical implications – The study provides a valid and reliable conceptual framework and measurement tool that can be used to ascertain the quality perceptions of consumers of major spectator sports events. Managers can use this framework and measurement scale as a diagnostic tool to identify strengths and weaknesses in their services, this providing guidance for potential areas of improvement.
Originality/value – This study extends the literature on service quality by providing a unique conceptual framework and measurement scale for major spectator sports events.