Assessment of event quality in major spectator sports

• Published in: Managing service quality 2011-05, Vol.21 (3), p.304-322
• Main Authors: Jae Ko, Yong, Zhang, James, Cattani, Kevin, Pastore, Donna
• Format: Article
• Language: English
• Subjects: Brand loyalty; Consumers; Customer services; Focus groups; Literature reviews; Marketing; Professional baseball; Professional sports; Quality of service; Sports; Statistical analysis; Studies
• ISSN: 0960-4529; 2055-6225; 1758-8030; 2055-6233
• DOI: 10.1108/09604521111127983

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 a major league baseball game in the United States.Findings - The proposed model is shown to fit the data well. Reliability and validity of the SEQSS are established through a pilot test and the substantive survey.Research limitations implications - The findings of the study are limited by the sample being restricted to a single sports event in the United States. 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.