Sports Marketing & Sponsorship - FIFA/CIES International University ...

Examination of the causal effects between thedimensions of service quality and spectatorsatisfaction in minor league baseballKeywordsservice qualityfan loyaltyeventscausal effectsRESEARCH PAPERGi-Yong KooDept of Kinesiology, Leisure & Sport ScienceEast Tennessee State UniversityPO Box 70654 Johnson City, TN 37614, USATel: +1 865 974 1272Fax: +1 865 974 8981Email: win@utk.eduRob Hardin University of TennesseeSteven McClung Mercer UniversityTaejin Jung SUNY OswegoJoseph Cronin Florida State UniversityClay Vorhees Michigan State UniversityBrian Bourdeau Auburn UniversityPeer reviewedAbstractSports organisations must continuously assess howbetter to meet or exceed consumer expectations andperceptions of their experience in order to maintain andincrease the number of spectators and loyal fansattending their sporting events. This study aims toenhance our understanding of which characteristics ofa service attribute will best define its quality andimpact on spectator behaviour by understanding thecausal relationship between perceived service quality(PSQ) and satisfaction.Executive summaryConsumer satisfaction and perceived service quality(PSQ) have been considered the primary interveningconstructs in the area of service marketing becauseultimately they lead to the development of consumerloyalty or ‘re-patronisation’ of a product or service. Anunderstanding of consumer perception of serviceattributes and its influence on PSQ and satisfaction aretherefore crucial to the success of serviceorganisations. This study uses Minor League Baseball(MiLB) to explore which characteristics of a particularservice attribute will best define its quality and itsimpact on spectator behaviour by understanding thecausal relationship between PSQ and spectatorsatisfaction.46 International Journal of Sports Marketing & Sponsorship ● OCTOBER 2009 ●