To read the full version of this content please select one of the options below:

Sports service quality for event venues: evidence from Malaysia

Boo Ho Voon (Faculty of Business Management, Universiti Teknologi MARA, Sarawak, Malaysia)
Nagarajah Lee (Center for Graduate Studies, Open University Malaysia, Kuala Lumpur, Malaysia)
Duncan Murray (Sport and Recreation Management, School of Management, University of South Australia, Adelaide, Australia)

Sport, Business and Management

ISSN: 2042-678X

Article publication date: 6 May 2014

Abstract

Purpose

The purpose of this paper is to empirically test the proposed measure of sports service quality (SSQ) and examine the relationships between emotional experience (EE) and user satisfaction (US) for sports competitions/training venues (i.e. for the sport of badminton).

Design/methodology/approach

Focus group discussions and related literature review were used to generate items for the SSQ. Structured questionnaires captured the perceptions of 240 users of sports venues in Malaysia. The relationships between SSQ, EE and US were assessed via structural equation modelling (SEM).

Findings

Results show that the SSQ has five dimensions (peripheral, reliability, responsiveness, core and value). Core, peripheral and value have positive effects on users’ EE whereas peripheral, reliability, responsiveness and core have positive effects on US. The SEM analysis suggests that EE mediates the relationship between SSQ and US.

Research limitations/implications

The SSQ scale is developed using data from the badminton sport industry and is yet to be validated in other types of sports venues. In addition, measures of customer loyalty also need to be considered.

Practical implications

Findings suggest that provision of quality service directly influences satisfaction with sports venues and enhances the EE of customers. Sports venue managers should monitor the service management, particularly in terms of the physical environment and personnel.

Originality/value

This paper proposes a specific measure of service quality tailored for use in sports venues. It also provides further support for the mediating role EE plays in the service quality-satisfaction relationship.

Keywords

Citation

Ho Voon, B., Lee, N. and Murray, D. (2014), "Sports service quality for event venues: evidence from Malaysia", Sport, Business and Management, Vol. 4 No. 2, pp. 125-141. https://doi.org/10.1108/SBM-11-2010-0020

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited