Article2013

The influence of event quality on revisit intention

Tae Ho Kim · Yong Jae Ko · Chan Min Park

61 citations0/0 files storedManaging Service Quality

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Sports, Gender, and Society Customer Service Quality and Loyalty Sport and Mega-Event Impacts

Abstract

Purpose The purpose of this study is to examine the relationships between spectators’ event quality perceptions and revisit intention in both men's and women's basketball events by focusing on gender influence. Design/methodology/approach The study utilizes structural equation modeling (SEM) on data collected by questionnaire survey from a total of 623 spectators of two college men's basketball events (n=292) and two college women's basketball events (n=331). Findings The results indicate that for men's basketball events, game performance and staff quality had a significant influence on the revisit intention of spectators, regardless of the spectator's gender. For women's basketball events, game performance and in‐game entertainment were significant determinants of spectator revisit intentions, again regardless of gender. Research limitations/implications The current research collected data from division I‐A men's and women's basketball events in only one higher education institution. Further the current research adopted only four salient event quality factors (i.e., game performance, in‐game entertainment, staff quality, and physical surrounding). Finally, current research measured only revisit intention as a dependent variable. Practical implications The findings suggest that game performance was found to be the most significant event quality factor regardless of gender in both men’s and women’s sporting events. Furthermore, in‐game entertainment was another critical event quality factor for the revisit intention for women’s basketball events. In addition, females have more sensitive event quality perceptions in both men’s and women’s basketball events. Originality/value This study investigated the moderating role of gender in the relationship between specific event quality factors (i.e., game performance, in‐game entertainment, staff quality, and physical surrounding) and revisit intention for both men's and women's college basketball events. The study's findings yield insight into service research and offers meaningful implications to managers for future improvements of their services and development of marketing strategies in this context.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1998Principles and Practice of Structural Equation Modeling 1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1992Measuring Service Quality: A Reexamination and Extension 1984A Service Quality Model and its Marketing Implications 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments

Cited by

2015Factors influencing sport tourists’ revisit intentions 2017The Effects of Perceived Team Performance and Social Responsibility on Pride and Word-of-Mouth Recommendation 2017The relative effects of game outcome and process on fans’ media consumption experiences 2019Symbiotic Relationship Between Sport Media Consumption and Spectatorship: The Role of Flow Experience and Hedonic Need Fulfillment 2022Exploring virtual race participants’ perceptions of event mobile apps and behavioral intention: The stimulus-organism-response approach

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