The influence of event quality on revisit intention: Gender difference and segmentation strategy

Abstract

Purpose

The purpose of this study is to examine the relationships between spectators’ event quality perceptions and revisit intention in both men's and women's basketball events by focusing on gender influence.

Design/methodology/approach

The study utilizes structural equation modeling (SEM) on data collected by questionnaire survey from a total of 623 spectators of two college men's basketball events (n=292) and two college women's basketball events (n=331).

Findings

The results indicate that for men's basketball events, game performance and staff quality had a significant influence on the revisit intention of spectators, regardless of the spectator's gender. For women's basketball events, game performance and in‐game entertainment were significant determinants of spectator revisit intentions, again regardless of gender.

Research limitations/implications

The current research collected data from division I‐A men's and women's basketball events in only one higher education institution. Further the current research adopted only four salient event quality factors (i.e., game performance, in‐game entertainment, staff quality, and physical surrounding). Finally, current research measured only revisit intention as a dependent variable.

Practical implications

The findings suggest that game performance was found to be the most significant event quality factor regardless of gender in both men’s and women’s sporting events. Furthermore, in‐game entertainment was another critical event quality factor for the revisit intention for women’s basketball events. In addition, females have more sensitive event quality perceptions in both men’s and women’s basketball events.

Originality/value

This study investigated the moderating role of gender in the relationship between specific event quality factors (i.e., game performance, in‐game entertainment, staff quality, and physical surrounding) and revisit intention for both men's and women's college basketball events. The study's findings yield insight into service research and offers meaningful implications to managers for future improvements of their services and development of marketing strategies in this context.

Citation

Ho Kim, T., Jae Ko, Y. and Min Park, C. (2013), "The influence of event quality on revisit intention: Gender difference and segmentation strategy", Managing Service Quality: An International Journal, Vol. 23 No. 3, pp. 205-224. https://doi.org/10.1108/09604521311312237