The Relationship among Service Quality, Satisfaction, and Future Intentions of Users at Main Media Center: Case of Guangzhou Asian Games

Abstract

The purpose of this study was to examine the relationship among service quality, satisfaction, and the future intentions of users at the media center for Guangzhou Asian Games. A total of 295 users of media center from the 2010 Asian Games were invited to participate in a survey. A result of Structural Equation Modeling (SEM) indicated that all service quality attributes such as information, convenience, and volunteers had a positive effect on overall satisfaction excluding facilities. In addition, overall satisfaction had a significant effect on word-of-mouth (WOM). The findings of this study contributed to the field of sport media and event management by developing a better understanding of media center users at sporting event.