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The effects of service provider employment status and service quality exchange on perceived organizational image and purchase intention

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  • Kim, May
  • Trail, Galen T.

Abstract

Volunteers are a major labor source in sports; however, the impact of volunteers on organizational image or on customers' repatronage intentions has not been studied. An experimental study (2 x 3 factorial design) was employed to explore the effect of Employment Status of the service provider and perceived Quality of Service Exchange on Perceived Organizational Image and Intention to Attend a Game with 461 college students who were potential customers of college sports. Quality of Service Exchange included Technical Aspects (presenting of information vs. presenting of no information) and Relational Aspects (willingness to help vs. unwillingness to help). Results showed that both Perceived Organizational Image and Intention to Attend a Game were primarily determined by Quality of Service Exchange. Employment Status and the interaction term between Employment Status and Quality of Service Exchange only minimally influenced the two dependent variables. This suggests that potential customers of college sports did not distinguish the service of volunteers from that of paid-employees.

Suggested Citation

  • Kim, May & Trail, Galen T., 2010. "The effects of service provider employment status and service quality exchange on perceived organizational image and purchase intention," Sport Management Review, Elsevier, vol. 13(3), pages 225-234, August.
  • Handle: RePEc:eee:spomar:v:13:y:2010:i:3:p:225-234
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    References listed on IDEAS

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    1. Kai Lamertz & Pursey P. M. A. R. Heugens & Loïc Calmet, 2005. "The Configuration of Organizational Images Among Firms in the Canadian Beer Brewing Industry," Journal of Management Studies, Wiley Blackwell, vol. 42(4), pages 817-843, June.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Chebat, Jean-Charles & Filiatrault, Pierre & Gelinas-Chebat, Claire & Vaninsky, Alexander, 1995. "Impact of waiting attribution and consumer's mood on perceived quality," Journal of Business Research, Elsevier, vol. 34(3), pages 191-196, November.
    4. Van Leeuwen, Linda & Quick, Shayne & Daniel, Kerry, 2002. "The Sport Spectator Satisfaction Model: A Conceptual Framework for Understanding the Satisfaction of Spectators," Sport Management Review, Elsevier, vol. 5(2), pages 99-128, November.
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    Cited by:

    1. repec:eee:spomar:v:20:y:2017:i:4:p:325-337 is not listed on IDEAS
    2. Lock, Daniel & Filo, Kevin & Kunkel, Thilo & Skinner, James, 2013. "Thinking about the same things differently: Examining perceptions of a non-profit community sport organisation," Sport Management Review, Elsevier, vol. 16(4), pages 438-450.

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