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RISS 인기검색어
- 검색키워드
- 저자 : Charles W. Jones (검색결과 2 건)
- 무료
- 기관 내 무료
- 유료
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Live Events and the Sport Customer: A Sport Spectator Quality-Value-Behavior Model
Charles W. Jones,Kevin K. Byon,Antonio S. Williams,Paul M. Pedersen 글로벌지식마케팅경영학회 2023 Journal of Global Sport Management Vol.8 No.1
The purpose of this study was to propose and empirically test a sport spectator behavioral model. The model presented here is a micro-level perspective of value creation in the context of live sporting events. This study used directional hypotheses to com- pare the influence of different value dimensions on specific cus- tomer behaviors in the setting of North American professional sport. Structural equation modeling was performed to examine path coefficients for the hypothesized relationships in the model. Organization-related value propositions were found to be stron- ger predictors of perceived economic, hedonic, and social value. One exception to this was customer density, which negatively impacted certain value perceptions. The hedonic value was found to have the strongest influence on customer in-role and extra-role behavior. The behavioral model tested here can be used in future studies to examine how sport organizations and their customers can create value in the live event setting and how the roles per- formed by each stakeholder influence future behavior. Findings suggest there are several actions marketers and managers can take to increase customer perceived value and prompt spectators to attend future events or act as advocates for the organization.
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Spectator Service Quality Expectations: Free vs. Paid Collegiate Football Events
Charles W. Jones,Todd Hall,Lucas A. Christiansen 아시아스포츠융합과학회 2024 Asia Pacific Journal of Applied Sport Sciences Vol.5 No.2
PURPOSE The purpose of this study is to examine spectator expectations of service quality comparing free/non-ticketed events (collegiate spring football game) to paid/ticketed sporting events (in-season collegiate football game), to identify timely information as to important characteristics of service, in order to satisfy and retain spectators in the changing landscape of college football in the United States. METHOD Data were collected from spectators attending two collegiate football games – one a free/non-ticketed spring game and the other a paid/ticketed regular season game at the same Division I university located in the Southeast United States. Respondents at both events were asked to rate expectations of service quality on 27 items using a 5-point Likert scale (Parasuraman et al., 1991). Respondents were consequently asked to rate the importance of each of the five dimensions of service quality (tangibles, reliability, responsiveness, assurance, and empathy) by allocating percentage points (totalling 100), respectively. The mean scores for spectator expectations of service quality were calculated and a set of five t-tests were then conducted to determine if the means calculated for each construct were significant between the spring and fall games. RESULTS The results revealed that spectator expectations of service do not decrease simply because they do not pay to watch an event. On the contrary, spectators maintain high expectations whether they pay to attend a sporting event or not. Additionally, while spectators of both types of events rated tangibles (physical facilities, equipment, and appearance) as the most important dimension of service quality, those attending the free/non-ticketed event deemed assurance (knowledge and courtesy of employees) to be second in importance. Those attending the paid/ticketed event responded that reliability (perform promised service) to be the second most important dimension of service quality. CONCLUSION The current study brings attention to an important aspect of the spectator experience that has previously received very little attention. Practitioners may want to develop strategies to exceed consumer expectations based on the type of sporting event they are organizing.
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