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

The influence of event quality on revisit intention Gender difference and segmentation strategy 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Managing Service Quality Emerald Publishing

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

Managing Service Quality, Volume 23 (3): 20 – May 9, 2013

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Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
0960-4529
DOI
10.1108/09604521311312237
Publisher site
See Article on Publisher Site

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.

Journal

Managing Service QualityEmerald Publishing

Published: May 9, 2013

Keywords: Gender difference; Event quality; College basketball events; Revisit intention; Moderating effect; Gender; Consumer behaviour

References

  • Exploring the relationships between e‐service quality, satisfaction, attitudes and behaviours in content‐driven e‐service web sites
    Carlson, J.; O'Cass, A.
  • The formation of consumer attitudes and intentions towards fast food restaurants: how do teenagers differ from adults?
    Frank, B.
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    Grace, D.; O'Cass, A.
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    Kelly, S.W.; Turley, L.W.
  • Assessment of event quality of major spectator sports
    Ko, Y.J.; Zhang, J.J.; Cattani, K.; Pastore, D.L.
  • Customer service understanding: gender differences of frontline employees
    Mathies, C.; Burford, M.
  • Gender and age as moderators in the service evaluation process
    Sharma, P.; Chen, I.S.N.; Luk, S.T.K.
  • Gender bias in customer evaluations of service quality: an empirical investigation
    Snipes, R.L.; Thomson, N.F.; Oswald, S.L.
  • Demographic discriminators of service quality in the banking industry
    Stafford, M.R.
  • Moderating role of team identification on the relationship between service quality and repurchase intentions among spectators of professional sports
    Theodorakis, N.D.; Koustelios, A.; Robinson, L.; Barlas, A.
  • The importance of servicescapes in leisure service settings
    Wakefield, K.L.; Blodgett, J.G.

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