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Causal effectsTABLE 2 Standardised causal effects for the latent constructsOUTCOMEPERCEIVED SERVICE QUALITY (R2 = .712)DETERMINANTTECHNICAL QUALITYFUNCTIONAL QUALITYENVIRONMENTAL QUALITYDIRECT.074.404.181CAUSAL EFFECTSINDIRECTTOTAL.074.404.181SATISFACTION (R2= .376)PERCEIVED SERVICE QUALITY.846. 846SATISFACTION (R2= .267)TECHNICAL QUALITYFUNCTIONAL QUALITYENVIRONMENTAL QUALITY.063.341.153.060.341.153validity if the value of AVE of a latent construct wasgreater than the squared correlation (f 2 ) between thefactor and each of the other constructs (Lichtenstein etal, 1990).As shown in Table 1, the measure showedconvergent validity because the values of AVE weregreater than the common target of .50, ranging from.58 to .88 for all exogenous latent constructs (Fornell& Larcker, 1981; Hair et al, 1995). In addition, themeasure was considered to exhibit discriminantvalidity because the values of AVE for each exogenouslatent construct were greater than the squaredcorrelations (Lichtenstein et al, 1990). According tothe results of CFA, the latent constructs examined inthis study were acceptable in terms of convergent anddiscriminant validity, and could be used in thecomplete Structural Equation Model for further pathanalysis.Research hypotheses testSeven research hypotheses were constructed toexamine the relationship among the dimensions ofservice quality, PSQ and satisfaction, and were testedthrough a path analysis with Maximum LikelihoodEstimation. As shown in Table 2, the results of pathanalysis supported research hypotheses 1, 2 and 3,that each attribute of service will have a significanteffect on PSQ in MiLB.As the path coefficient (β =.074, t =2.17, p
Causal effectsFIGURE 1 Estimated standardised direct effects for the latent constructsTECHNICALQUALITY.074FUNCTIONALQUALITY.404PERCEIVEDSERVICE QUALITY.846SATISFACTIONENVIRONMENTALQUALITY.181RESEARCH PAPERattribute (t =5.07, p .90).Discussion and conclusionsThis study intended to examine the effects of theattributes of service on PSQ, and to investigate themediating effect of PSQ on the relationship betweenthe attributes of service and the level of fansatisfaction in MiLB. The results indicate thatenvironmental attribute, functional attribute andtechnical attribute are significant determinants of PSQ,giving support to RH 1 , RH 2 and RH 3 . Furthermore,results provide support for the positive causalrelationship between PSQ and spectator satisfaction,giving support to RH 4 , and the mediated relationshipbetween three service attributes and spectatorsatisfaction in MiLB, leading to support for RH 5 , RH 6and RH 7 .The findings were consistent with theconceptualisation of Grönroos (1984) that technicalattribute and functional attribute are determinants ofPSQ as well as the view of Rust & Oliver (1994) thatPSQ can be derived from consumer evaluation of theoutcome (i.e. technical attribute), the consumeremployeeinteraction (functional attribute) and serviceenvironment. The findings also indicate that in MiLB,functional attribute seems to be the most importantdimension of service quality influencing the PSQ,54International Journal of Sports Marketing & Sponsorship ● OCTOBER 2009 ●
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● OCTOBER 2009 ● VOLUME ELEVEN
Page 3 and 4: New reports from IMRDriving Busines
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