We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The Influence of Service Quality Factors on Customer Satisfaction and Repurchase Intention in the Korean Professional Basketball League.
- Authors
Hyun-Duck Kim; LaVetter, David; Jeoung-Hak Lee
- Abstract
Achieving success as a sport organization has been linked to customer satisfaction and repurchase intention achieved through higher quality service (Chelladurai, 1999). Unfortunately, little attention has been paid to the concept of service quality and the Korean male professional basketball league. Therefore, this study was primarily designed to identify the effects of five factors of service quality on customer satisfaction, and repurchase intention for spectators in attendance at the Korean professional basketball league. The questionnaire utilized for measuring perceptions of service quality included the following factors: (1) tangibles, (2) reliability, (3) responsiveness, (4) assurance, and (5) empathy as identified by Parasuraman, Zeithaml, and Berry (1988). Each of the instruments measuring outcome variables customer satisfaction and repurchase intention had five items. The findings of analysis of variance indicated that demographic variables including education, income, and season ticket status were significantly related to the mean levels of service quality. The results from the regression model considered the five factors of service quality to be independent variables and customer satisfaction, the dependent variable, indicated that the factors of reliability and assurance were the most influential factors on overall customer satisfaction. This finding indicates that the performances of service encounters have substantial potential for making a significant impression on customer perceptions of service attributes at the professional sport event. The regression model involving the five factors of service quality and repurchase intention revealed that the factors of tangibles and assurance were identified as the most critical related to overall repurchase intention.
- Publication
International Journal of Applied Sports Sciences, 2006, Vol 18, Issue 1, p39
- ISSN
1598-2939
- Publication type
Academic Journal