Academic journal article International Review of Management and Business Research

Examination of the Effect of Service Quality on Spectator Behavioral Intentions through Their Satisfaction (Case Study: Spectators of Mashhad Farsh-Ara Futsal Team in Iran Premier League)

Academic journal article International Review of Management and Business Research

Examination of the Effect of Service Quality on Spectator Behavioral Intentions through Their Satisfaction (Case Study: Spectators of Mashhad Farsh-Ara Futsal Team in Iran Premier League)

Article excerpt

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Introduction

Efforts to improve the service quality have become an essential and strategic part of companies for success and to remain in the severe competitive market. Therefore sports is considered as the greatest social phenomenon and in an environment which the competition is increasing dramatically, the sports organizations must provide their customers with the best service qualitys; otherwise they will lose their customers to the competitors (Shonk and Seifried, 2006).

Efficiency and effectiveness of the organization processes is the concern of the day. Through the scientific studies this question should be answered that how we can improve the effectiveness of processes in the organization. The scholars believe that one of the ways to increase the effectiveness of the organization is to improve the service qualitys, that is, to meet the needs and expectations of customers. Demingh one of the pioneers of comprehensive quality management, believes that quality and customer satisfaction are of the same value. Therefore with increasing the service qualitys, customer satisfaction will be increased and thus the organization effectiveness will be increased. Therefore customer satisfaction can be considered as one indicator organization effectiveness (Kotler, 2003).

Some researchers use the two concepts of service quality and satisfaction interchangeably. However satisfaction and service quality are two separate concepts, but depending on each other very much. In addition, customer satisfaction should be considered separate from the service qualityso that one can figure out that how the customers evaluate the performance of services. Satisfaction is a much broader concept than service quality; Satisfaction consists of emotional and cognitive evaluation, while the service qualityis basically a cognitive process (Kotler, 2003). Service qualityis described according to the advantages i.e., the service qualityis the judgment of spectators or participants on the extent to which the sport services or service components are superior. Therefore, the more the notion of the spectators or participants is close to the superiority of the services or performance of sports services, the better their evaluation of the quality will be. Customer satisfaction is a customer's feeling or attitude toward a product or service after using that. In other words, the customer satisfaction is defined, on the basis of desired performance, i.e., the customer satisfaction is a judgment on sports services or components of the services in which the desirable level of satisfaction is related to the performance of and the more the performance is better the more level of satisfaction of the spectator or participant would be . The thing which is easily acceptable and might be the key point, is the difference between the two kinds of assessment; That is while the satisfaction depends on the experience, but the service qualitydoes not depend on experience -i.e., in order to be satisfied or not, about a sports goods one must experience it, however there is no need to experience, regarding the quality concepts (Alidoust and Ahmadi, 2012).

Attracting people to the stadiums is a good solution for many clubs to increase their income and to be different from the other clubs. In order to increase the presence of spectators, knowing the factors that have the highest influence on the people, is of importance for sports marketing. This allows the marketers to use more effective marketing strategies to focus on the spectators. It also allows managers to schedule and plan the competitions in a more effective way, give their work a better form and implement new methods for increasing the presence of spectators and gain more profit (Saatchian, Elahi and Nazemi, 2012). Studies by Carlson and O'cass showed that the positive notion about the service quality leads to customer satisfactionwhich in turn leads to positive behavioral intentions . …

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