/ My Information /

My Cart

JSM Home

Management and Marketing Research Customer Satisfaction With Game and Service Experiences: Antecedents and Consequences



338 – 361

 

 Sport marketing researchers have generally studied two types of satisfaction at sporting events: game satisfaction and service satisfaction. One gap in the literature is studying the two types together. A model of the relationships between service quality, core product quality, game and service satisfaction, and behavioral intentions is proposed and tested. Data were collected from spectators at a professional baseball game in Japan (n = 283) and at two college football games in the United States (n = 343). The results in both Japan and the United States indicate that game atmosphere was a strong predictor of game satisfaction whereas stadium employees and facility access were the major antecedents of service satisfaction. Game satisfaction had a significant impact on behavioral intentions across the two settings, although the service satisfaction-behavioral intentions relationship was significant only in Japan. The research findings, managerial implications, limitations, and directions for future research are discussed.


Authors:

If you are a subscriber, please
sign in to view the article.



Rating (0 vote/s)
 
USD NZD GBP CAN EUR AUS