| 英文摘要 |
Introduction: The issue of service quality has been thoroughly and extensively investigated in the domain of business management. Sport management researchers have come to realize that service quality scales developed or revised from the generic service context may be inappropriate and questionable in spectator sporting events. While sport management researchers have made considerable efforts in exploring service quality scale in spectator sporting events, there were still a variety of limitations associated with the scales. Therefore, the current research was to investigate the topic of service quality in spectator sporting events; more specifically, this research was to develop a scale associated with service quality in spectator sporting events, and to validate the scale. Methods: The current research followed the research procedures suggested by Churchill (1979) and Chaudhuri, Mazumdar, & Ghoshal (2011). This research included six studies as follows. Study I aimed at item generation, item selection, and ensuring content validity. Study II was to purify and refine the items. Study III explored the tentative factor structure and examines the reliability. Study IV investigated the generalizability of the factor structure derived from Study III. Study V cross-validated the model derived from Study IV. Study VI examined the predictive validity of the scale. SPSS 18.0 and LISERL 8.51 along with the significance level of .05 were used for data analysis in the current research. Results: Results has shown that “Facilities,” “Acoustics,” “Ticket Sales Convenience,” “Staff Attitude,” “Game Opening Activities,” “Activities between Innings,” “Cleanliness,” “Player Performance,” “Game Atmosphere,” “Post Game Activities,” and “Post Game Logistics” form spectators sport event service quality. The scale showed that acceptable validity and reliability. Conclusion: Additionally, service quality positively predicted spectator satisfaction; spectator satisfaction positively predicted their intention to attend the game. |
