Examining the relationship among service quality, perceived value, and sport consumption at the Wuhan tennis open

Jing Tian, Chengli Xu, Kyungyeol Kim, John Nauright, Minkil Kim, N. David Pifer, James J. Zhang

Research output: Contribution to journalArticlepeer-review

Abstract

The purpose of the study was to examine how multidimensional event operation quality factors (i.e., game operation, stadium quality, game accessibility, and store operation) would influence perceived value and in turn affect consumption behavior of spectators at the Wuhan Tennis Open. Based on reviewing literature, interviewing event managers, and conducting observations of event operations, a questionnaire was developed and administered during a recent Wuhan Open. Structural equation model analyses revealed that to a varying extent, the event operation quality factors had positive effects on perceived value, which was in turn statistically predictive of consumption intention (β =.38, p <.01). Findings from the current study would provide Chinese sporting event organizers with better understanding of consumer evaluations of event service quality and their impacts on perceived value and subsequently consumption behavior. Sport organizations can benefit from the present study in terms of developing strategic plans and high-quality event services for attracting and retaining spectators.

Original languageEnglish
JournalSport in Society
DOIs
StateAccepted/In press - 2021

Keywords

  • Event operations
  • fan experience
  • game support programs
  • service quality

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