Spectator perception of service quality attributes associated with Shanghai Formula One: Importance and performance analysis approach

Abstract

Purpose

The purpose of this paper is to examine spectator perceptions of service quality at the Formula One (F-1) event in Shanghai by means of Martilla and James’ Importance and Performance Analysis (IPA).

Design/methodology/approach

The items were plotted on the four IPA dimensions, including: Concentrate Here; Keep Up the Good Work; Lower Priority; and Possible Overkill.

Findings

The results indicated that staff courtesy seems to be the strength of the event. However, concession quality, food prices, and arena accessibility, including restrooms at the Shanghai F-1 event, did not meet spectators’ expectations. In addition, the results suggested that in any spectator sporting event, food consumption helps to create a positive experience. Therefore, IPA revealed that service quality related to concessions, food pricing, and arena accessibility at the Shanghai F-1 are in need of immediate improvement, whereas staff courtesy and race visuals were satisfactory.

Originality/value

The findings will help marketers prioritize certain services and offer strategic direction in effective service provision by highlighting management problems.

Citation

Kim, S.-k., Yim, B.H., Byon, K.K., Yu, J.-G., Lee , S.-M. and Park, J.-A. (2016), "Spectator perception of service quality attributes associated with Shanghai Formula One: Importance and performance analysis approach", International Journal of Sports Marketing and Sponsorship, Vol. 17 No. 2, pp. 153-171. https://doi.org/10.1108/IJSMS-04-2016-011