Spectator perception of service quality attributes associated with Shanghai Formula One Importance and performance analysis approach
- Authors
- Kim, Suk-kyu; Yim, Brian H.; Byon, Kevin K.; Yu, Jae-Gu; Lee, Sung-Min; Park, Jae-Ahm
- Issue Date
- 2016
- Publisher
- EMERALD GROUP PUBLISHING LTD
- Keywords
- SERVQUAL; Service quality; Performance analysis; Formula One (F-1) racing events; Spectator perception; Importance analysis; Sport consumption behaviour
- Citation
- INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, v.17, no.2, pp 153 - 171
- Pages
- 19
- Journal Title
- INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP
- Volume
- 17
- Number
- 2
- Start Page
- 153
- End Page
- 171
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/8708
- DOI
- 10.1108/IJSMS-04-2016-011
- ISSN
- 1464-6668
- Abstract
- Purpose - The purpose of this paper is to examine spectator perceptions of service quality at the Formula One (F-1) event in Shanghai by means of Martilla and James' Importance and Performance Analysis (IPA). Design/methodology/approach - The items were plotted on the four IPA dimensions, including: Concentrate Here; Keep Up the Good Work; Lower Priority; and Possible Overkill. Findings - The results indicated that staff courtesy seems to be the strength of the event. However, concession quality, food prices, and arena accessibility, including restrooms at the Shanghai F-1 event, did not meet spectators' expectations. In addition, the results suggested that in any spectator sporting event, food consumption helps to create a positive experience. Therefore, IPA revealed that service quality related to concessions, food pricing, and arena accessibility at the Shanghai F-1 are in need of immediate improvement, whereas staff courtesy and race visuals were satisfactory. Originality/value - The findings will help marketers prioritize certain services and offer strategic direction in effective service provision by highlighting management problems.
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Collections - College of Sport Science > School of Sports Sciences > 1. Journal Articles
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