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The role of involvement and identification on event quality perceptions and satisfaction A case of US Taekwondo Open

The role of involvement and identification on event quality perceptions and satisfaction A case... Purpose – Since the introduction of martial arts in the global community through a variety of international sport events, the sport of Taekwondo (TKD) has grown rapidly. Although the magnitude of the TKD market has increased, few systematic studies have been conducted to understand TKD participants, particularly consumer variables associated with TKD events. The rapid growth of TKD as a global cultural product warrants a better understanding of event consumers and their decision‐making processes. Accordingly, the purpose of this paper is to investigate consumers' quality perceptions and satisfaction by focusing on their sport involvement and identification. Design/methodology/approach – Research respondents ( n = 215) were spectators of the 2007 US Open TKD Championship, an annual event held by USA Taekwondo Inc. Findings – Results suggest that identification and involvement positively influence event quality perceptions and satisfaction. Specifically, highly identified fans/competitors are highly satisfied and perceive service quality more positively. This study proceeds to a discussion of theoretical implications and future opportunities for event managers. Originality/value – Until now, there has not been substantial research on these issues. It is anticipated that the results of this study may enhance the understanding of a particular TKD market in the USA and provide guidance for developing effective marketing strategies and maintaining current event successes. Therefore, the scholarly effort aimed at understanding these issues will make both scientific and practical contributions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

The role of involvement and identification on event quality perceptions and satisfaction A case of US Taekwondo Open

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References (71)

Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555851011013137
Publisher site
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Abstract

Purpose – Since the introduction of martial arts in the global community through a variety of international sport events, the sport of Taekwondo (TKD) has grown rapidly. Although the magnitude of the TKD market has increased, few systematic studies have been conducted to understand TKD participants, particularly consumer variables associated with TKD events. The rapid growth of TKD as a global cultural product warrants a better understanding of event consumers and their decision‐making processes. Accordingly, the purpose of this paper is to investigate consumers' quality perceptions and satisfaction by focusing on their sport involvement and identification. Design/methodology/approach – Research respondents ( n = 215) were spectators of the 2007 US Open TKD Championship, an annual event held by USA Taekwondo Inc. Findings – Results suggest that identification and involvement positively influence event quality perceptions and satisfaction. Specifically, highly identified fans/competitors are highly satisfied and perceive service quality more positively. This study proceeds to a discussion of theoretical implications and future opportunities for event managers. Originality/value – Until now, there has not been substantial research on these issues. It is anticipated that the results of this study may enhance the understanding of a particular TKD market in the USA and provide guidance for developing effective marketing strategies and maintaining current event successes. Therefore, the scholarly effort aimed at understanding these issues will make both scientific and practical contributions.

Journal

Asia Pacific Journal of Marketing and Logistics – Emerald Publishing

Published: Jan 12, 2010

Keywords: Customer satisfaction; Customer services quality; Sporting events

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