Consumer satisfaction and perceived service quality (PSQ) have been considered the primary intervening constructs in the area of service marketing because ultimately they lead to the development of consumer loyalty or 're-patronisation' of a product or service. An understanding of consumer perception of service attributes and its influence on PSQ and satisfaction are therefore crucial to the success of service organisations. This study uses Minor League Baseball (MiLB) to explore which characteristics of a particular service attribute will best define its quality and its impact on spectator behaviour by understanding the causal relationship between PSQ and spectator satisfaction.
The growth of the Web has had a tremendous impact on how information is disseminated and shared about sports. Research has shown that consumers use media to satisfy a variety of needs and desires, has examined online sport media consumption, and the use of online sport media. But there has been no examination of the motivating factors behind subscription based online media, in particular, paid content sites and message boards. This study explored the relationships of motives, perceived value, and hours in usage per week. Five motives were verified through a confirmatory factor analysis. An examination of the usage characteristics of the respondents demonstrates a loyal and active user. This is important for the site administrators in that the subscribers are using the site as a “go to” destination and not merely something to peruse during their leisure time. The site is acting as an entry point onto the Web.
The purpose of this study was to examine the effects of perceived image fit between the Korea-Japan World Cup (KJWC) and its official partners on brand awareness. In particular, Taylor & Crocker's (1981) schema theory was used as a theoretical perspective to interpret the results from the effects of perceived image fit on brand awareness. Data were collected from two different groups of students who watched the KJWC: a pre-test stage of 528 participants and a main test stage of 1,281 participants. The pre-test was conducted to facilitate the students' image dimensions of the KJWC and a set of appropriate official KJWC partners. The main test was conducted to examine the effects of the perceived KJWC/official partners' image fit on consumers' brand awareness. The results indicate that a higher perceived image fit
The internship could have a significant impact upon the student’s desire to enter the field after graduation. Despite a substantial amount of research that has been conducted with employees in many fields, relatively little research has been conducted with sport management interns. The purpose of this study, therefore, was twofold: (1) investigate the satisfaction of student-interns with characteristics of the internship experience and (2) investigate the effect of students’ satisfaction with their internship on their affective occupational commitment for and subsequent intentions to pursue employment in the sport management field. A total of 248 undergraduate students from two universities in the Southeastern United States completed a survey. Participants generally indicated satisfaction with opportunities to develop pertinent skills, engage in meaningful tasks, and build professional networks during the internship. Those who reported satisfaction with the internship were more likely to enter the field after graduation than those reporting dissatisfaction. Implications of these findings for site supervisors and sport management faculty were discussed.
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