Traditional and Revised Importance-Performance Analysis of Viewer Perceptions Regarding Korea Baseball Organization Broadcasting

Abstract

Given the expectations regarding continued improvement in sports relay broadcasting, research related to Korea Baseball Organization (KBO) relay broadcasting is necessary for it to align with the priorities of viewers. The present study aimed to investigate viewers’ perceptions of the importance and performance of various aspects of KBO relay broadcasting. In May 2021, purposive sampling was used to select 523 participants who had watched KBO broadcasts for more than one year. Participants completed an online survey administered via Google Forms. Frequency analysis, reliability analysis, descriptive statistical analysis, paired t-tests, importance–performance analysis, and revised importance–performance analysis were used to analyze the data. Ratings of importance were higher than those for performance for all sub-factors of KBO relay broadcasting. The IPA, based on the method developed by Martilla and James, yielded 12 factors in Quadrant I, one factor in Quadrant II, five factors in Quadrant III, and two factors in Quadrant IV. In contrast, the use of Vavra’s revised IPA method yielded eight factors in Quadrant I, two factors in Quadrant II, five factors in Quadrant III, and four factors in Quadrant IV. Based on the results derived using these two methods, we discuss the strategic and practical implications of identifying priorities via IPA for future improvements in KBO relay broadcasting.

Using Importance–Performance Analysis (IPA) to Improve Golf Club Management: The Gap between Users and Managers’ Perceptions

“…The use of IPA in the sports sector has increased notably in recent years [15,18,19,22,25], including in golf [28,29]. However, although there are studies applying this type of analysis in golf user participants [27], there are no references in the literature that use the IPA on the perception of golf managers.…”

“…Likewise, the use of the IPA is also growing in the sports sector for the assessment of fitness services [15][16][17][18][19], in sports centers according to public or private ownership [20], for tennis users [21] and baseball spectators [22], at hockey camps [23], sporting events [24,25], or managers and students of sports management [26], could be some examples.…”

Exploring Cultural and Heritage Attributes at Mount Yunqiu, China, Using Importance–Performance Analysis

“…Unlike conventional IPA, instead of using an IPA matrix, as shown in Figure 1, the direct evaluation of tourists is set as the explicit importance, and the Y-axis uses overall satisfaction as a variable to obtain a regression coefficient to form the implicit importance [70]. Lee [71] used the IPA of Martilla and James and that of Vavra to study and analyze the audience's views on the broadcasting of Korean baseball organizations. Jou and Day [72] integrated three-factor theory and Vavra's [66] IPA into a three-dimensional IPA method to identify key service quality attributes for online hotel bookings.…”

“…Many previous studies on IPA typically use either one IPA method [44,94] or two IPA methods [57,71,80], with only a few investigations employing all three IPA methods simultaneously. Although the results derived from analyzing the three IPA methods are different, they are still useful in identifying similarities and differences.…”