관람스포츠 서비스품질, 서비스가치, 소비자만족 및 재관람의도간의 관계
(The) relationship among service quality, service value, consumer satisfaction and repurchase intention in spectator sports
서비스품질 서비스가치 소비자만족;
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Although sport Industry is advancing on many fronts, sport marketing practitioners and academicians are not keeping their interests in these area. Sports spectators have come to expect comfort and convenience from sporting facilities, making it necessary for teams to build and renovate facilities. However, sports management researches has revealed mixed results regarding how aspects of physical facilities contribute to consumer behaviors. Some researcher(eg., Zeithmal) argues that there is a need for more study concerning which service investments may achieve the greatest results. In order to understand the role of the physical facilities on consumer behaviors, the physical facilities cannot be evaluated in isolation. Rather, the physical facilities must be considered within the context of the entire sport experience. Consumers not only evaluate the outcome of service encounter, but the encounter itself. Therefore, researchers must focus on all the elements of the service that contribute to the experience. This study consider the sport experience includes three components: the physical environment, the core service, and service personnel. An evaluation of all three allows a better understanding of which components consumers find most important in a sport setting. And to date the study of service quality, service value, and satisfaction issues have dominated the service literature. The Crux of these discussions has been both operational and conceptional, with particular attention given to identifying the relationships among and between these constructs. Service managers who refer to literature to help evaluate the effectiveness of firm strategies or to set employee goals will find conflicting information as to which of these variables, if any, is directly related to a service firm's bottom line. Indeed even cursory evaluation of the literature reveals a myriad of conflicting results, because no research has simultaneously compared the relative influence of these three important constructs on service encounter outcomes. This study synthesized the efforts of the research related to sport marketing and service marketing area. Service quality components were divided into three factors: the physical environment, the core service, and the service personnel. Also, this paper investigated the effects of three service quality components on the service value, service satisfaction, and repurchase intention, and the relationship among the service value, service satisfaction, and repurchase intention in spectator sports in Korea. Additionally to find out which influences of physical environments(i.e., stadium access, scoreboard quality, seating comfort, layout accessibility, and cleaness) affect the overall evaluation in physical environments. To achieve the purpose of this study, this research investigated the existent literatures and hypothesized the relationship among/between above constructs, and the empirical test was done. The questionnaires were distributed to spectators of professional sport games(baseball, soccer, and basketball games in Daegu, Korea), 339 usable questionnaires were collected and used to test the hypotheses. For the testing of hypotheses, this paper adopted covariance structure analysis of LISREL program. The results shows that, first, the core service, the physical environments, and the service personnel positively affected on the service value. Second, only the core service are positively related to customer satisfaction. The physical environments are positively related to repurchase intention, but the core service and the service personnel are not. Third, in the relationship among/between service value, satisfaction, and repurchase intention, their relationship shows the similar results to the existent literature. In the direct effects between the constructs, service value positively affected on the consumers' satisfaction and repurchase intention. And, in the relationship between service value and repurchase intention, and between satisfaction and repurchase intention are also positively related. In addition to the direct effects, service value and all service quality components have on consumers' behavioral intentions(i.e., service quality components through service value and satisfaction, and service value through satisfaction). This results support that these indirect paths are significant across industries include the spectator sport industry. Additionally, this study examined the effects of influencers of the overall evaluation of physical environments. The results show that some influences(i.e., stadium access, comfort seating, and clearness) significantly affects on the overall evaluation of physical environments. There are a number of implications of this study for academical and practical, and for future research projections. First, this study identified the relationship among/between the service quality, service value, satisfaction and behavioral intention, and which components of service quality affect on service value, satisfaction, and behavioral intention. This findings enhance the comprehension in not only sport marketing, but also service marketing area. Second, this study suggests that the researches for identifying the dimension of service quality are needed for which components of service quality are more important in the managing and marketing in service company. As is the case with any research project, this study has a some limitation that should be considered. First, this study is not designed to include all possible influences on consumer decision-making for spectator sports. In addition, the LISREL method may be construed as a limitation. The result presented here based on the analysis of a causal model with cross sectional data. Third, the sample size used to test is somewhat small, therefore, the generalization of the result should be cautious.