IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i14p5641-d384137.html
   My bibliography  Save this article

Segmentation of Participants in a Sports Event Using Cluster Analysis

Author

Listed:
  • Daniel Martínez-Cevallos

    (Department of Physical Education and Sport, Faculty of Physical Activity and Sport Sciences, University of Valencia, C/Gascó Oliag 3, 46010 Valencia, Spain)

  • Alejandra Proaño-Grijalva

    (Department of Physical Education and Sport, Faculty of Physical Activity and Sport Sciences, University of Valencia, C/Gascó Oliag 3, 46010 Valencia, Spain)

  • Mario Alguacil

    (Department of Teaching and Learning of Physical, Plastic and Musical Education, Faculty of Teaching and Educational Sciences, Catholic University of Valencia, C/Sacre Cor, 5, 46010 Godella, Valencia, Spain)

  • Daniel Duclos-Bastías

    (Pontificia Universidad Católica de Valparaíso, Av. Brasil 2950, 2340000 Valparaíso, Chile)

  • David Parra-Camacho

    (Department of Physical Education and Sport, Faculty of Physical Activity and Sport Sciences, University of Valencia, C/Gascó Oliag 3, 46010 Valencia, Spain)

Abstract

The aim of this study is to analyze the segmentation of participants in a sports event according to their perceived quality, perceived value, satisfaction, and future intentions, in order to better understand how each user profile behaves. The sample was made up of 195 participants of a marathon aged between 18 and 65 and the instrument for collecting information consisted of a questionnaire structured in four blocks referring to their participation in popular races, their sports habits, and their opinions according to the aforementioned variables. Using SPSS version 25, frequencies and percentages were analyzed to find out respondents’ opinions. Subsequently, a cluster analysis was carried out to obtain information on how the clusters created from the variables under study aforementioned are distributed. The results of the hierarchical cluster analysis allow us to conclude that there are two differentiated groups of participants that have been called Non-Conformists and Conformists, characterized by having low average ratings and high ratings, respectively. These groups show significant differences in their opinion about perceived quality, perceived value, satisfaction, and future intentions, providing useful information to organizers, to better understand their opinions, better manage events, and better handle variables that are key to business success.

Suggested Citation

  • Daniel Martínez-Cevallos & Alejandra Proaño-Grijalva & Mario Alguacil & Daniel Duclos-Bastías & David Parra-Camacho, 2020. "Segmentation of Participants in a Sports Event Using Cluster Analysis," Sustainability, MDPI, vol. 12(14), pages 1-15, July.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:14:p:5641-:d:384137
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/14/5641/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/14/5641/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shapiro, Stephen L. & Reams, Lamar & So, Kevin Kam Fung, 2019. "Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports," Sport Management Review, Elsevier, vol. 22(2), pages 235-246.
    2. Daehwan Kim & Chanmin Park & Hany Kim & Jeeyoon Kim, 2019. "Determinants and Outcomes of Volunteer Satisfaction in Mega Sports Events," Sustainability, MDPI, vol. 11(7), pages 1-18, March.
    3. Hightower, Roscoe Jr & Brady, Michael K. & Baker, Thomas L., 2002. "Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events," Journal of Business Research, Elsevier, vol. 55(9), pages 697-707, September.
    4. Berry, Leonard L. & Parasuraman, A. & Zeithaml, Valarie A., 1988. "The service-quality puzzle," Business Horizons, Elsevier, vol. 31(5), pages 35-43.
    5. Chen, Ching-Fu & Chen, Fu-Shian, 2010. "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists," Tourism Management, Elsevier, vol. 31(1), pages 29-35.
    6. Stephen L. Shapiro & Lamar Reams & Kevin Kam Fung So, 2019. "Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports," Sport Management Review, Taylor & Francis Journals, vol. 22(2), pages 235-246, April.
    7. Duncan Murray & Gary Howat, 2002. "The Relationships among Service Quality, Value, Satisfaction, and Future Intentions of Customers at an Australian Sports and Leisure Centre," Sport Management Review, Taylor & Francis Journals, vol. 5(1), pages 25-43, January.
    8. Murray, Duncan & Howat, Gary, 2002. "The Relationships among Service Quality, Value, Satisfaction, and Future Intentions of Customers at an Australian Sports and Leisure Centre," Sport Management Review, Elsevier, vol. 5(1), pages 25-43, May.
    9. Avourdiadou, Sevastia & Theodorakis, Nicholas D., 2014. "The development of loyalty among novice and experienced customers of sport and fitness centres," Sport Management Review, Elsevier, vol. 17(4), pages 419-431.
    10. Changwook Kim & Kyriaki Kaplanidou, 2019. "The Effect of Sport Involvement on Support for Mega Sport Events: Why Does It Matter," Sustainability, MDPI, vol. 11(20), pages 1-16, October.
    11. Sevastia Avourdiadou & Nicholas D. Theodorakis, 2014. "The development of loyalty among novice and experienced customers of sport and fitness centres," Sport Management Review, Taylor & Francis Journals, vol. 17(4), pages 419-431, October.
    12. Russell-Bennett, Rebekah & McColl-Kennedy, Janet R. & Coote, Leonard V., 2007. "Involvement, satisfaction, and brand loyalty in a small business services setting," Journal of Business Research, Elsevier, vol. 60(12), pages 1253-1260, December.
    13. Chuah, Stephanie Hui-Wen & Marimuthu, Malliga & Kandampully, Jay & Bilgihan, Anil, 2017. "What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 124-136.
    14. Kim, Wonyoung & Jun, Ho Mun & Walker, Matthew & Drane, Dan, 2015. "Evaluating the perceived social impacts of hosting large-scale sport tourism events: Scale development and validation," Tourism Management, Elsevier, vol. 48(C), pages 21-32.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sandra Ferreira & Paula Batista & Juan Antonio Sánchez-Sáez & Javier Sánchez-Sánchez & Maria José Carvalho, 2023. "Road Racing Event Management Satisfaction: A Scoping Review of the Literature in Different Populations," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    2. Balázs Polcsik & Tamás Laczkó & Szilvia Perényi, 2022. "Euro 2020 Held during the COVID-19 Period: Budapest Residents’ Perceptions," Sustainability, MDPI, vol. 14(18), pages 1-18, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Manuel Jesús Baena-Arroyo & Jerónimo García-Fernández & Pablo Gálvez-Ruiz & Moisés Grimaldi-Puyana, 2020. "Analyzing Consumer Loyalty through Service Experience and Service Convenience: Differences between Instructor Fitness Classes and Virtual Fitness Classes," Sustainability, MDPI, vol. 12(3), pages 1-16, January.
    2. Fernando García-Pascual & Carlos Pérez-Campos & Joaquín García Sánchez & Ana Soto-Rubio & Sergio Aguado Berenguer, 2021. "Models of Sports Management in Fitness Centres. Influence of Sex, Age and Sport Frequency. Linear Models vs. Qualitative Comparative Analysis," Sustainability, MDPI, vol. 13(16), pages 1-11, August.
    3. Ersin Eskiler & Remzi Altunışık, 2021. "The Moderating Effect of Involvement in the Relationship Between Customer Behavioral Intentions and Its Antecedents," SAGE Open, , vol. 11(2), pages 21582440211, May.
    4. Ozgur Yayla & Arif Aytekin & Fatih Uslu & Gozde Seval Ergun & Huseyin Keles & Yigit Guven, 2023. "How Does the Experience Quality of Recreational Activities Organized within the Scope of Public Health Affect Perceived Value, Satisfaction and Behavioral Intentions of Individuals?," IJERPH, MDPI, vol. 20(6), pages 1-16, March.
    5. García-Fernández, Jerónimo & Gálvez-Ruíz, Pablo & Fernández-Gavira, Jesús & Vélez-Colón, Luisa & Pitts, Brenda & Bernal-García, Ainara, 2018. "The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers," Sport Management Review, Elsevier, vol. 21(3), pages 250-262.
    6. Oscar Eduardo Ávila-Rodríguez, Silvana Janeth Correa-Henao, Laura Cristina Henao-Colorado, Héctor Alonso Monroy-Escudero, Jorge Iván Brand-Ortiz, 2021. "Determinantes de la lealtad en la relación entre la Liga Antioquena de Tenis de Campo y sus clientes," Revista CEA, Instituto Tecnológico Metropolitano, vol. 7(15), pages 1-24, September.
    7. Pedro Cuesta-Valiño & Pablo Gutiérrez-Rodríguez & Cristina Loranca-Valle, 2021. "Sustainable Management of Sports Federations: The Indirect Effects of Perceived Service on Member’s Loyalty," Sustainability, MDPI, vol. 13(2), pages 1-24, January.
    8. Josep Crespo Hervás & Vicente Prado-Gascó & María Huertas González-Serrano, 2020. "Perceived Value in Sporting Events (PVSP): A Further Step for the Strategic Management," Sustainability, MDPI, vol. 12(14), pages 1-19, July.
    9. Shapiro, Stephen L. & Reams, Lamar & So, Kevin Kam Fung, 2019. "Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports," Sport Management Review, Elsevier, vol. 22(2), pages 235-246.
    10. Yürük, Pınar & Akyol, Ayşe & Şimşek, Gülhayat Gölbaşı, 2017. "Analyzing the effects of social impacts of events on satisfaction and loyalty," Tourism Management, Elsevier, vol. 60(C), pages 367-378.
    11. Koronios K. & Psiloutsikou M. & Kriemadis A., 2016. "What motivates repeated participation in ultra-endurance events? A comparison between runners and cyclists," Business & Entrepreneurship Journal, SCIENPRESS Ltd, vol. 5(2), pages 1-2.
    12. Howat, Gary & Assaker, Guy, 2016. "Outcome quality in participant sport and recreation service quality models: Empirical results from public aquatic centres in Australia," Sport Management Review, Elsevier, vol. 19(5), pages 520-535.
    13. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2015. "Spectator emotions: Effects on quality, satisfaction, value, and future intentions," Journal of Business Research, Elsevier, vol. 68(7), pages 1445-1449.
    14. Nor Khasimah Aliman & Shareena Mohamed Hashim & Siti Dalela Mohd Wahid & Syahmi Harudin, 2016. "Tourists¡¯ Satisfaction with a Destination: An Investigation on Visitors to Langkawi Island," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 173-188, June.
    15. José Miguel Vegara-Ferri & José María López-Gullón & Irena Valantine & Arturo Díaz Suárez & Salvador Angosto, 2020. "Factors Influencing the Tourist’s Future Intentions in Small-Scale Sports Events," Sustainability, MDPI, vol. 12(19), pages 1-18, October.
    16. El-Adly, Mohammed Ismail, 2019. "Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 322-332.
    17. Fernando García-Pascual & David Parra-Camacho & Gabriel Martínez Rico, 2023. "Customer Experience in Sports Centres: Adaptation and Validation of a Measurement Scale," Sustainability, MDPI, vol. 15(7), pages 1-12, March.
    18. Avourdiadou, Sevastia & Theodorakis, Nicholas D., 2014. "The development of loyalty among novice and experienced customers of sport and fitness centres," Sport Management Review, Elsevier, vol. 17(4), pages 419-431.
    19. Anastasia Stathopoulou & Tommy Kweku Quansah & George Balabanis, 2022. "The Blinding Effects of Team Identification on Sports Corruption: Cross-Cultural Evidence from Sub-Saharan African Countries," Journal of Business Ethics, Springer, vol. 179(2), pages 511-529, August.
    20. Songhong Chen & Jian Ming Luo, 2023. "Understand Delegates Risk Attitudes and Behaviour: The Moderating Effect of Trust in COVID-19 Vaccination," IJERPH, MDPI, vol. 20(5), pages 1-18, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:14:p:5641-:d:384137. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.