Document Type
Conference Proceeding
Conference Track
Sport Marketing
Publication Date
2014
Abstract
The purpose of this study was to examine the effects of the four-factor sport service quality model on future game attendance associated with Major League Baseball (MLB) spectators. Based on the extensive review of literature, four factors of sport event quality model was developed, which included: (a) ticket services, (b) game amenities, (c) venue services, and (d) venue accessibility. Data (N = 266) were collected from spectators of a MLB team. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were utilized to estimate the measurement model and the hypotheses. The SEM revealed that ticket services, venue services, and venue accessibility were found to have positive effects on future game attendance of MLB. Unexpectedly, the game amenities variable was not found to be a predictor of future game attendance.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Byon, Kevin K.; Choi, Younghwan; and Yim, Brian H., "The Impact of Multi-Dimensional Sport Service Quality on Game Attendance Associated with Professional Sports: A Case of Major League Baseball Spectator" (2014). Association of Marketing Theory and Practice Proceedings 2014. 36.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/36
About the Authors
Kevin K. Byon is an assistant professor in the sport management and policy program at the University of Georgia. His research interests are sport marketing and sport consumer behavior.
Younghwan Choi is an assistant professor in the department of sport management at Namseoul University in South Korea. His research interests are sport marketing with the emphasis in sport media.
Brian H. Yim is a doctoral student in the sport management and policy program at the University of Georgia. His research interests are sport marketing and sport consumer behavior.