Customer Satisfaction and Behavior Intensions

CHAPTER 2 LITERATURE REVIEW

2.3 Customer Satisfaction and Behavior Intensions

Customer satisfaction is treated as fundamental to the marketing concept the notion of satisfying the needs and desire of customers (Spereng, MacKenzie, & Olshavsky, 1996). Oliver (1997) defines customer satisfaction as a product or service feature or the product or service itself, providing a pleasurable level of consumption-related fulfillment.

No longer can organizations afford to take their customers for granted as they can simply take their business elsewhere. Sports organizations are not an exception. Cronin and Taylor (1992) views customer satisfaction as the overall feeling customers have toward an organization. Customer satisfaction with a product can create long term benefits for firms

including positive word-of-mouth, cross-buying, and customer loyalty (Anderson, Fornell,

& Lehmann, 1994; Palmatier, Dant, Grewal, & Evans, 2006). Spectators may be satisfied only when they truly believe that they have received value for their time and money.

A cognitive evaluation and affective elements are used to assess customer satisfaction (Homburg, Koschate, & Hoyer, 2006). Customer satisfaction has been defined as customer’s emotional response to its evaluation of the perceived discrepancy between their prior experience with and expectation (Oliver, 1997; Parasuraman, A., Zeithaml, V.

A., & Berr y, L., 1985). It means that the customer’s own experiences of a service where the outcome has been evaluated in terms of what was received in order word what the customer had given to get something. According Jae Ko and Pastore (2007) stress that to be competitive in the very competitive sporting event’s market environment, sports organizations need to increase customer satisfaction by providing consistently high quality services.

In the context of spectator sports, the customer satisfaction that results from attending a game has been shown to be important indicator for developing fan loyalty and increasing team’s revenues (Koo, Y. G., Andrew, D. P. S., & Kim, S., 2008). and customer satisfaction has been viewed as a significant predictor of intentions to attend future sporting events (Cronin, J. J., Brady, M. K., & Hult, G. T. M., 2000; Kwon, Trail,

& Anderson; 2005; Wakefield & Blodgett, 1996). Yoshida and James (2010) defined spectators’ satisfaction as ‘‘a pleasurable, fulfillment response to the entertainment of the sport competition and/or ancillary services provided during the game’’. The relationship between service quality and customer satisfaction has been widely studied in the service literature as the research of Theodorakis (2013) findings customer satisfaction was a partially mediate dimension among relationship of service quality and game quality in the context of a professional football game in Greece. Thus, in this study

was proposed the relationship among service quality, game quality and customer overall satisfaction.

In the literature of sports marketing, behavioral intentions have been used to examine the consequence of a service performance and are considered the most widely used outcome indicator (Kwon, Trail, and Anderson, 2005; Trail, Anderson, and Fink, 2005; Wakefield & Blodgett, 1996; Yoshida & James, 2010). The relationship among service quality game quality and behavior intension has been reported that positive perceptions about the quality lead to customer satisfaction, which in its turn leads to positive behavior intensions (Theodorakis, 2013).

Behavioral intention is not a single dimensional construct, but a multidimensional construct (Cronin et al., 2000; Yoshida & James, 2010; Zeithaml, Valerie A., Parasuraman, A. & Berry, Leonard L., 1996). Zeithaml et al. (1996) identified five dimensions of behavioral intentions: a) loyalty to company, b) propensity to switch, c) willingness to pay more, d) external response to problem (negative word of mouth), and e) internal response to problem (complaints to employees). According Cronin and his colleagues (2000) focused on the positive aspect of behavioral intentions and developed three indicators of behavioral intentions: repurchase intentions, positive word-of-mouth intentions, and customer loyalty.

The relationship between customer satisfaction and behavioral intentions is well documented by researchers across different service settings (Anderson &

Fornell, 1994; Anderson & Sullivan, 1993; Athanassopoulos, Gounaris, &

Stathakopoulos, 2001; Bolton & Lemon, 1999) and game setting (Theodorakis, 2013).

Based on Zeithaml et al. (1996) conceptualized framework, Cronin et. al. (2000) proposed three determinants of behavioral intentions focusing on positive aspects: a) repurchase intentions, b) positive word of mouth intentions, and c) customer loyalty. With regard to the behavioral intentions, dimensions of repurchase intention and word of mouth are

frequently adapted for studies on the sporting events. Consistent with the literature review, we define behavior intensions at sporting events as a customer’s favorable intentions to (1) recommend the team to other customers, (2) attend the team’s future sporting events, and (3) remain loyal to the team. The literature review and previous research clearly defined customer satisfaction at sporting events will affect behavior intension. Thus, this study was proposed:

Hypothesis 5: Customer satisfaction has a positive impact on behavior intentions.

2.4 Summary

The previously research of sporting event such as the motivation, participation, customer satisfaction, behavior intentions, service quality, the experience on sporting event, in Vietnam was limited research regarding the customer satisfaction and behavior intension on sporting events.

In this chapter was presented the relationship among the service quality, game quality, customer satisfaction and behavior intensions in the context of sporting event can be understood that the factor influence the customer satisfaction on sporting events.

Therefore, the study aimed to examine the relationship among service quality, game quality, customer satisfaction and behavior intension on 2014 Vietnam University Games.

This study is limited research in Vietnam University Games for customer satisfaction and behavior intensions that can be recommendation to development of this field in professional sporting events in Vietnam.

CHAPTER 3 METHODOLOGY

This chapter presents the methodology used in the current study. It describes following (1) research procedure, (2) subjects, (3) instrumentation, (4) data collection, (5) data analysis.

3.1 Research Procedure

The procedure used in the current study was based on Churchill’s (1979) recommendations for scale development. The first stage in Churchill’s (1979) procedures is the specification and definition of the construct domain. The second step in the procedure for developing better measures is to generate items. Based on the literature review indicate the variable and dimension has been defined previously. Quantitative research is the focus of this current study. Survey research has been widely used in marketing academics and by practitioners for asking questions to understand, explain, and predict behaviors in the marketplace (Rindfleisch, Malter, Ganesan, & Moorman, 2008).

A survey questionnaire was set to distribute in the final round of Vietnam University Games for data collection. The assumption underlying the survey research method is that all respondents respond to questions honestly. Questionnaires allow more truthful responses by offering a sense of anonymity (Salkind, 2000). Each respondent will be requested to fill out the questionnaire about the experiences with the service quality and games quality, customer behavior and behavior intensions during the games.

In the current study was based on the research of the Yoshida & James (2010) and Theodorakis et. al. (2013), Lee, Lee, Seo, & Green, (2012), in the contexts of professional and collegiate spectator sports, respectively, treated it as a uni-dimensional construct. The questionnaire consisted of Likert scale ranging from

“strongly disagree (1)” to strongly agree (7)” that were adapted from previous research studies showing high levels of reliability (α > 0.70).

This study intends to understand sporting event spectators’ perceptions of service quality, game quality, customer satisfaction at the event and future behavioral intentions toward the sporting events.

Figure 2. The process of this study

19 3.2 Subjects

The subjects for this study include spectators that who attendance in the national final round of 2014 Vietnam University Games. Participated volunteer in the study were 600 respondents. The 2014 Vietnam University Games during period from October 2013 to May 2014, over 40 team participating from 20 University in National Vietnam.

3.3 Developing Procedure of Instrumentation

The developing procedure of instrumentation was layout in the Figure 3 from the developing instrument total 37-items to measurement included service quality (15-items), game quality (14-items), customer satisfaction (4-items) and behavior intensions (4-items).

The next step was to testing the validity of instrument by content analysis, questions translations into Vietnamese version and reliability test of 100 subjects were a spectators of the sporting event.

Figure 3. Developing Procedure of Instrument

20 3.3.1 Develop of Instrument

The research conducted an extensive review of literature from service quality, game quality, customer satisfaction, and behavior intension literature to identify initial measurements for the related constructs. The instrument use including measures of service quality, game quality, customer satisfaction, and behavior intensions.

Service quality consisted of two sub-dimensions: stadium employees and sensoycape experience. Sensorycape in sport as noted by Lee, Lee, Seo, and Green (2011) sensorycape include five sensory: sight, sound, touch, smell, and taste. Sensoycape experience was measured with nine-item scale from Lee, Lee, Seo, and Green (2011).

Service employees dimension to measure the interaction with the stadium employees, a six-item scale was an adapted from Yoshida & James (2010). This scale was intended to measure three different types of employee quality: employee’s attitude, behavior, and expertise. All service quality items were measured on a seven-point Likert type scale ranging from “strongly disagree (1)” to “strongly agree (7)”.

Player performance and team characteristic was maintained player skill and effort scale excitement was used to assess perceptions of player performance. A five-item scale player performance and four-item scales team characteristic was adopted from Yoshida &

James (2010). Game atmosphere was to measure by five-item scale from Yoshida &

James (2010). All quality items were measured on a seven-point Likert type scale ranging from “strongly disagree (1)” to strongly agree (7)”.

Customer satisfaction was measured scales two-item scales from Lee, Lee, Seo, and Green (2012); one-item scales from Dean and Fink (2005); and one-item scales from Hightower, R., Brady, M. and Baker, T. L. (2002). These scales expected to understanding the overall satisfaction of the customer on sporting event. Behavior intension was measured scales two-item scales from Hightower et al. (2002); two-item scales from

Williams & Soutar (2009). These scales intended to measure the different types of behavioral consequences: intentions to attend future sporting events, positive word-of-mouth intentions, and customer loyalty. Using a 7-point Likert type scale ranging from

“very low (1)” to “very high (7),” participants were asked to rate the likelihood of their acting on the suggested behaviors. (Appendix 1)

3.3.2 Validation of Instrument

3.3.2.1 Pilot Study

Pilot study is conducted to detect the weaknesses in the design and instrumentation and to provide proxy data for selection of a probability sample. The following three pilot studies were including:

3.3.2.1.1 Pilot Study #1: Content analysis

To assess the content validity of the items in the survey form, three sport management Professor in Taiwan conducted a content analysis. Each expert received an e-mail from the researcher, which included the purpose of this study and content analysis, explanation of the procedures, construct definitions, and a list of the items.

3.3.2.1.2 Pilot Study #2: Questionnaire Translation

The original context of the instrument used for this study was described in English.

The survey instrument was translated in to Vietnamese version to suit the subject’s understanding to questionnaires. According to Leedy (2001), the translation questionnaires not only need to be loyal to the original context of the source instrument but also should reflex a cultural understanding and effeteness of the target language.

This study adopted two translation techniques suggested by Brislin (1980), the use of interpreters and committee approach to create a reliable and valid measurement tool.

The researcher was first translated all questions from English into Vietnamese and give

them to a lecture of English for correction of any word or sentence that had not reflected the original context of the source instrument. (See appendix 2 & 3)

3.3.2.1.3 Pilot Study #3: Reliability

Before the final form of the survey or questionnaires is conducted, this current study is useful to conduct a pilot study to determine if the items are yielding the kind of information that is needed. The pilot study may be indications that the instrument is unreliable and need revisions.

The pilot study use 37-items to survey randomly selected 100 students of Ton Duc Thang University in Vietnam, who was attended the Vietnam University Games. The results of pilot study were used to adapt and modify the instructions, pictorial frames, and comprehension questions.

The purposes of these pilot studies were to test the adequacy of the instruments, to review the questions, to translate questionnaires from the English version into the Vietnamese version and to establish the validity of the instruments.

3.3.2.2 Results of Reliability Test

A total of 100 students randomly selection was responded to the questionnaire which was evaluated the service quality, game quality, customer satisfaction and behavior intension in 2013 Vietnam University Games. The first, this study was employed items discrimination to assess performance of individual test items on the assumption that the overall quality of a test derives from the quality of its items. The results of items analysis indicated that a total of 37-items was significant at p-value smaller than 0.01. (See Appendix 4)

The second, this study was testing reliability of service quality, game quality, customer satisfaction and behavior intension. The measure of reliability used is Cronbach's Alpha. The results of the Cronbach’s Alpha were presented in the Table 1. All the results of the Cronbach’s Alpha were larger than 0.8 ranking from 0.868 to 0.918.

To explain the degree of reliability obtained in this study, the following general guidelines can be used to interpret reliability coefficients recommended by McGraw-Hill (1967).

.90 and above Excellent reliability .80 - .90 Very good

.70 - .80 Good

.60 - .70 Somewhat low

.50 - .60 Suggests need for revision of test

.50 or below Questionable reliability (Psychometric Theory, 1967, p. 196) Thus, the reliability coefficients for this instrument reflected a very good degree of reliability.

Table 1

Reliability of coefficient for the Constructs of Pilot-Study

Constructs Mean SD Cronbach’s Alpha

Service Quality (15 Items) 4.72 .95 .91

Game Quality (14 Items) 5.09 .95 .92

Customer satisfaction (4 Items) 5.19 1.13 .93

Behavior intension (4 Items) 5.27 1.07 .86

3.3 Research Framework

The review of the literature in service quality, game quality in sporting event that constructs of perceived service quality, game quality, customer satisfaction, and behavioral intentions. The relationship among these constructs will be test by this current study. The research framework is shown in Figure 4.

H1: The customer’s perceptions of the services quality have a positive impact on customer satisfaction.

H5: Customer satisfaction has a positive impact on behavior intentions.

Figure 4. The research framework 3.4 Data Collection

After the pilot study, the data collection was set to survey on Tan Binh arena, Vietnam in the final round of the Vietnam University Games. Question was distributed around the arena after the game over during two weekends of the event from 19^th to 26^th April, 2014. In our study was distributed randomly to spectator who willing respondents the questionnaires. It was collected 600 respondents for this study.

3.5 Data Analysis

All of the return questionnaires would be review, and the research sorted out the invalid questionnaires. The Statistical Package for Social Science (SPSS) 20.0 was used to analysis the descriptive statistic; Exploratory Factor Analysis (EFA); Confirmatory Factor Analysis (CFA); Structural Equation Modeling (SEM) and Cronbach’s Alpha were employed to ensure the construct validity and reliability. Cronbach’s Alpha will test to ensure internal consistency of the scales. At least it should meet the minimum acceptable level of 0.7 or above (Nunnally & Bernstein, 1994).

Descriptive statistics will use to analyze subject’s demographic profile including gender, age, marital status, educational level and occupation of the spectator’s Vietnam University Games.

Exploratory Factor Analysis (EFA) is used to determine the number of continuous latent variables that are needed to explain the correlations among a set of observed variables. EFA helps researchers define the construct based on the theoretical framework, which indicates the direction of the measure (DeVon et al. 2007) and identifies the greatest variance in scores with the smallest number of factors (Delaney 2005; Munro 2005). This is statistical approaches used to examine the internal reliability of a measurement.

Structural Equation Modeling (SEM) is a stage to examine if the model can be useful and identify whether the scope of dimension fit or not. SEM encompass an entire family of the model by names, among them covariance, structure analysis, latent variables analysis, confirmatory factor analysis (Hair et al., 2006). It includes one or more linear regression equations that describe how the endogenous constructs depend upon the exogenous constructs. Their coefficients are called path coefficients, or sometimes regression weights (Reisinger & Turnes, 1999).

CFA and SEM will use to analysis by AMOS Statistical package software to testing hypothesis in this study. By convenience, the value of overall fit of a hypothesis model can test to evaluate significant when criteria Chi-square (P value > 0.05), fit indices such as the ratio of Chi-square to degrees of freedom (Chi-square/df 5), goodness of fit index (GFI > 0.9), goodness of fit index (GFI > 0.9), root mean square error of approximation (RMSEA < 0.08) (Hair et al, 2006 an Patrick, 1997).

CHAPTER 4 RESULTS

This chapter provided analysis of the collected data and explained the results of the statistical analyses in this study. SPSS was used to initially screen data for statistical assumptions, to estimate Cronbach’s alpha coefficient (α), bivariate correlation and descriptive statistics. Then, AMOS was employed to test all structural models, Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM). There are three sections included in this chapter. The first section contained the demographic characteristic data of the study sample. The second section provided descriptive statistics of the variable in this main study. Finally, the relationship among the hypothesis model by CFA and SEM was presented.

4.1 Demographic Characteristics

A frequency analysis was run on respondents’ demographic information of spectator in 2014 Vietnam University Games. Demographic characteristics are provided in table 2. A total of six hundred surveys were distributed and there were a total of 536 usable surveys in this study for statistical data analysis. Among the respondent participants, the gender of female was 58.6% (n = 314) which was a higher than rate of male 41.4% (n = 222). In the term of age, the most participants were 18-24 years old with the rate of 99.8%. Almost of respondents in attendance at this sporting event were single or never married (99.8%), those who were divorced or separated only one of the sample size. In the review of participants’ education background, majority respondents were undergraduate 99.4%, only 0.4% of respondents were graduated or above. The occupation of respondents approximately 100% were student, 0.4% were business and others.

27 Table 2

Demographic Characteristics (N = 536)

Demographic Variables Frequency Percentage%

Gender

Male 222 41.4

Female 314 58.6

Marital Status

Single/Never married 535 99.8

Divorced/Separated 1 0.2

Age

18-24 years old 535 99.8

25-30 years old 1 0.2

Education

High school/technical school 1 0.2

Undergraduate 533 99.4

Graduated or above 2 0.4 presented in (Appendix 5) included 37 variables to measurement which the perception of spectators’ service quality dimension, game quality dimension, customer satisfaction dimension and behavior intensions dimensions.

Service quality dimension a score equal 1 disagree to 7 strongly agree. In the service employees, the respondents were most agree with “professional knowledge” of employees (M = 4.89, SD = 1.174). The respondents least agree with “attitude shows understand” (M = 4.66, SD = 1.128). Overall, respondents were evaluated neither agree or disagree ranking from 29.1% to 36% in employees service. For the experiences, the respondent evaluation “scoreboards are entertaining” were the most agree with (M = 5.34,

SD = 1.131). The spectators evaluation lowest “food better than outside” (M = 4.28, SD = 1.332). In general, spectators’ somewhere agree with the experiences in the arena.

Game quality dimension was evaluated by spectators’ equal one is disagree to seven is strongly agree. For opponent characteristics the highest agree with “opposing teams have a good history” (M = 4.95, SD = 1.160); player performance most agree with

“players try to do their best” (M = 5.44, SD = 1.131) and game atmosphere most agree with “the team understand atmosphere is important to you” (M = 5.29, SD = 1.107). For the lowest evaluation of game quality dimensions as following “opposing teams have star players” (M = 4.47, SD = 1.081), “players on your team have superior skills” (M = 4.96, SD = 1.027) and “the excitement surrounding the performance of the players” (M = 5.11, SD = 1.105). In the overall, the perceptions of spectators’ of game majority was examined somewhere agree to agree, as the items “music exciting” 56.7% spectators strongly agree.

Customer satisfaction and behavior intension dimension was indicated the level satisfaction and behavior intension of spectators’ equal one is very low to seven is very high. For the customer satisfaction after perception the quality of the service and the game, the spectators’ were most satisfied “my experience very satisfied” with (M = 5.06, SD =

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