Service Quality and Satisfaction within Campus Recreation: The Moderating Role of Identification

Abstract

The current study integrated the services marketing and social identity literature to examine the moderating effect of Identification on the relationship between service quality factors (i.e., Program Quality, Interaction Quality, Outcome Quality, Physical Environment Quality ) and Satisfaction . The study was administered using a modified version of Ko and Pastore's (2007) Scale of Service Quality in Recreational Sports (SSQRS) and Wann and Branscombe's (1990) team identification questionnaire. Data were collected from more than 4,000 campus faculty and undergraduate student recreational users attending a university within the Middle Atlantic region of the United States. Results of the regression analysis demonstrated that Identification had a significant interactive effect when added to Outcome Quality, F (1, 3663) = 105.869, p < .001, such that higher Identification is related to higher Satisfaction. Identification also had a significant interactive effect with Program Quality, F (1, 3850) = 25.281, p < .001, such that higher Identification is related to lower Satisfaction . There was no significant interactive effect between Identification and Interaction Quality, F (1, 3692) = 1.464, p = .226; and Physical Environment Quality, F (1, 3721) = 1.977, p = .160. The findings have important implications for campus recreation professionals.

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