Discussion on Perceived Quality of Spectator Sports:

Abstract

The sports industry has evolved into a multifaceted industry and it continues to change. Attention is especially focused on spectator sports, and related marketing research is being actively carried out. Many researchers have focused on the perceived quality as a leading factor in the process of forming customer satisfaction and loyalty. The perceived quality includes aspects of both technical quality (outcome) and functional quality (process), suggesting that, in the context of spectator sports, the technical quality is a strong predictor of customer satisfaction, and the functional quality plays a relatively weak role. However, superficial interpretations of the study results can cause problems. In spectator sports, the production and consumption of services are mostly present in the same space, and the interaction time between service providers and customers is longer than for other services. Athletic performance is discussed as a technical quality but it may also include aspects of the functional quality as well. Services are process consumption, and it is important to clarify the black box that is the complicated interaction process and create marketing as a whole service by combining diverse elements in the future.

Keywords

• sport marketing
• service quality
• interaction
• process consumption