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Service quality at sporting events: Is aesthetic quality a missing dimension?

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  • Yoshida, Masayuki
  • James, Jeffrey D.
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    Abstract

    The service quality construct has been long understood as a combination of the quality of a service outcome and the quality of the interactions between customers, frontline employees, and the service environment. Although service quality has been described as a multidimensional, multi-level factor model, the aesthetic aspect of service quality still remains unexplored. The current study is one of the first attempts to develop measures for capturing three dimensions of service quality: aesthetic, technical, and functional. Data were collected from sport spectators in Japan (n = 283) and the United States (n = 343). The results provide evidence for a seven-factor model of service quality, which underlies the three second order dimensions. Furthermore, the effects of the three primary dimensions on respective criterion variables are reported. Including the aesthetic dimension, the results extend previous service quality research that has focused primarily on the functional and technical aspects.

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    File URL: http://www.sciencedirect.com/science/article/pii/S1441352309000680
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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 14 (2011)
    Issue (Month): 1 (February)
    Pages: 13-24

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    Handle: RePEc:eee:spomar:v:14:y:2011:i:1:p:13-24

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    Related research

    Keywords: Service quality Aesthetic quality Hedonic consumption Sport marketing;

    References

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    1. Peter, J Paul & Churchill, Gilbert A, Jr & Brown, Tom J, 1993. " Caution in the Use of Difference Scores in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 19(4), pages 655-62, March.
    2. Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, University of Chicago Press, vol. 12(3), pages 341-52, December.
    3. Funk, Daniel C. & Ridinger, Lynn L. & Moorman, Anita M., 2003. "Understanding Consumer Support: Extending the Sport Interest Inventory (SII) to Examine Individual Differences among Women's Professional Sport Consumers," Sport Management Review, Elsevier, vol. 6(1), pages 1-31, May.
    4. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    5. Bolton, Ruth N & Drew, James H, 1991. " A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 375-84, March.
    6. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," Les Cahiers de Recherche 698, HEC Paris.
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    Cited by:
    1. Yoshida, Masayuki & Gordon, Brian, 2012. "Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context," Sport Management Review, Elsevier, vol. 15(4), pages 389-403.
    2. Theodorakis, Nicholas D. & Alexandris, Kostas & Tsigilis, Nikolaos & Karvounis, Serafim, 2013. "Predicting spectators’ behavioural intentions in professional football: The role of satisfaction and service quality," Sport Management Review, Elsevier, vol. 16(1), pages 85-96.
    3. Yoshida, Masayuki & James, Jeffrey D. & Cronin, J. Joseph, 2013. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior," Sport Management Review, Elsevier, vol. 16(1), pages 68-84.

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