Managerial Implication - A Confirmative Study of Customer Satisfaction and Behavior Intensions

CHAPTER 5 CONCLUSION

5.4 Managerial Implication

The scope of this study was to understand the perceptions of spectator’s about the service quality and game quality in sporting events. The study examined service performance during the final round in 2014 Vietnam University Games. Thus, based on the evaluation of spectator’s viewpoint, some suggestions need to carry out for organization. First point, 34.5% spectator was evaluated the food outside is better than the ones in the arena. Second, the quality of sound in arena is important. Third, the attitudes of employees while interacting with spectators are critical. Four, the professional knowledge of font line employees is necessary. Finally, the player performance including the home team and guest team play an important role on the games itself. For the future organizations, the manager should pay attention to improve such as providing training sections for employees, offering high quality food and sound system in the arena, and preparing high quality technology scoreboards and decorations in the arena.

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APPENDIX

66 APPENDIX 1

Scales Used for Constructs and References

Scales and Item References

Service Quality Dimension Stadium employees

1. You can rely on the employees at

this arena being friendly 1-6 Yoshida & James, 2010 2. The attitude of the employees is

willingness to help spectator’s 3. The attitude of the employees at

this arena shows you that the understand your needs

4. You can rely on the arena employees taking actions to address your needs

5. The employees at this arena respond quickly to your needs 6. The arena’s employees understand

that you rely on their professional knowledge

Sensorycape

1. The arena’s scoreboards are

entertaining to watch 1-9 Lee, Lee, Seo & Green (2012) arrangement of the aisles and seats 7. The arena’s provides good tasting

food than outside

8. The arena’s provides good sightlines to watch the game

9. The smell of the crowd is exciting Game Quality Dimension

Opponent characteristics

1. Opposing teams are high quality

teams 1-4 Yoshida & James, 2010

2. Opposing teams have star players

Scales and Item References

3. Opposing teams have good win/loss records

4. Opposing teams have a good history

Player performance

1. Your team’s players perform

well-executed plays 1-6 Yoshida & James, (2010)

2. Players on your team have superior skills

there being a good atmosphere. 1-5 (Yoshida & James, 2010) 2. This stadium’s ambiance is what

you want at a game.

3. The (team name) understand that atmosphere is important to you.

4. You enjoy the excitement surrounding the performance of the players

Scales and Item References

sporting event to other people

69 APPENDIX 2

Questionnaire Form English version

The customer satisfaction and behavior intension on 2014 Vietnam University Games questionnaire Dear,

The purpose of this questionnaire is to understanding your experiences in 2014 Vietnam University Games which will be useful to investigate the customer satisfaction and behavior intension.

The questionnaire contains (1) service quality, (2) game quality, (3) customer satisfaction and behavior intensions. Please respond to all the items, by completing the questionnaire in about 15 minutes, you are giving us permission to use the information you provide, which will be totally confidential.

Nation Taiwan University of Physical Education and Sport Phan, Danh Na

Master student I. Demographic information

1. Gender:

Male Female

2. Age:

Under 18 years olds 18 to 24 years olds

25 to 30 years olds Over 30 years olds 3. Marital status:

Single Married

 Divorced

4. Education background:

 Below high school  High school

 University/College  Graduated 5. Occupation:

Student Teacher/Lecture

Employee Engineer

Doctor/Nurse Housekeeper

Other

6. Did you attendance the 2014 Vietnam University Games?

Yes No

II. Survey questionnaires PART 1

The purpose of the part is to understand your evaluation on service quality and service satisfaction; and your service employees and sensorycape experience on Vietnam University games.

Please take a close look on these questions and choose the level of agreement on each of items below based on your owned experiences about the Vietnam University Games.

1. Strongly Disagree 5. Somewhat Agree

2. Disagree 6. Agree

3. Somewhat Disagree 7. Strongly Agree 4. Neither agree or disagree

Service Quality Dimension

2. The attitude of the employees demonstrates their willingness to help

      

3. The attitude of the employees at this arena shows that they understand your needs

      

4. You can rely on the arena

employees take actions to address       

71 your needs

5. The employees at this arena

respond quickly to your needs       

6. The employees arena’s understand that you rely on their professional knowledge

      

Sensorycape

1. The arena’s scoreboards are

entertaining to watch       

2. The arena’s decorations are

enjoyable       

3. The arena has a quality sound

system       

4. The music at the area is exciting       

5. The arena provides comfortable

seating       

6. The arena’s has appropriate spatial

arrangement of the aisles and seats       

7. The arena provides better food than

outside       

8. The arena’s provides good

sightlines to watch the game       

9. The atmosphere of the crowd is

exciting       

PART 2

The purpose of this part is to understand your evaluation on game quality and game satisfaction; and your perceived opponent characteristics, player performance and game atmosphere in Vietnam University games.

Please take a close look on these questions and choose the level of agreement on each of items below based on your own experiences about the Vietnam University Games.

1. Strongly Disagree 5. Somewhat Agree

2. Disagree 6. Agree

3. Somewhat Disagree 7. Strongly Agree 4. Neither agree or disagree

72 1. Opposing teams are high quality

teams       

2. Opposing teams have star players       

3. Opposing teams have good win/loss

records       

4. Opposing teams have a good

history       

Player performance

1. Your team’s players perform

well-executed plays       

2. Players on your team have superior

skills       

3. Your team gives 100% effort every

game       

2. This stadium’s ambiance is what

you want at a game.       

3. The (team name) understand that

atmosphere is important to you.       

4. You enjoy the excitement surrounding the performance of the players

      

5. You like the excitement associated

with player performance       

PART 3

The purpose of this part is to understand your satisfaction with the overall of the event and will you intensions in the next season.

Please take a close look on these questions and choose the level of agreement on each of items below based on your owned experiences about the Vietnam University Games.

1. Very Low 5. Somewhat High

2. Low 6. High

3. Somewhat Low 7. Very High 4. Average

Customer Satisfaction and Behavior Intensions Dimensions

Customer satisfaction Very low Somewhat Low to

Somewhat High Very High 1. Based on all my experience in this

arena, I am very satisfied       

2. I am satisfied with my decision to

attend this games       

3. I am satisfied with the outcome of

this game       

4. I truly enjoy going to this sporting

event       

Behavioral intentions

1. I would like to visit this sporting

event in the future       

2. I would say positive things about

going to this sporting event to others        3. I would like to attend this sporting

events in future       

4. I would recommend this sporting

event to others       

74 APPENDIX 3

Questionnaire Form Vietnamese version Xin chào bạn,

Nhằm đánh giá mức độ hài lòng của khán giả khi đến tham dự giải thể thao sinh viên (VUG) mùa giải 2014. Thông qua nghiên cứu này chúng tôi có thể hiểu thêm sự hài lòng của khán giả thông qua chất lượng phục vụ và chất lượng trận đấu của giải (VUG). Chân thành cảm ơn sự hợp tác của các bạn.

Trân trọng!

Khoa quản lý thể thao trường đại học thể thao quốc gia Đài Loan

Người hướng dẫn: Giáo sư Tiến sĩ Mark-Lin Người thực hiện: Phan Danh Na

Phần 1: Thông tin cá nhân

Bạn vui lòng đánh dấu (X) vào các ô vuông thích hợp với chọn lựa sau:

1. Giới tính:

□ Nữ □ Nam

2. Tuổi:

□ Dưới 18 tuổi □ từ 18 đến 24 tuổi

□ từ 25 đến 30 tuổi □ trên 30 tuổi 3. Trình độ học vấn:

□ Tốt nghiệp THPT hoặc dưới THPT □ Chưa tốt nghiệp ĐH, CĐ

□ Đã tốt nghiệp Đại học, Cao đẳng □ Sau Đại học 4. Công việc chuyên môn:

□ Học sinh/sinh viên □ Nhân viên

□ Kinh doanh □ Bác sỹ/y tá

□ Giáo viên/giảng viên □ Kỹ sư

vào mùa sau độ

rất thấp

độ thấp

độ gần thấp

độ trung

bình độ gần cao

độ cao

độ rất cao 1. Bạn muốn đến xem giải VUG

trong tương lai       

2. Bạn muốn nói những điều tốt đẹp về giải VUG đến với nhứng bạn khác

      

3. Bạn muốn thường xuyên đến

xem giải VUG trong tương lai       

4. Bạn muốn giới thiệu giải VUG

đến với những người bạn khác       

80 APPENDIX 4

Results of items analysis in pilot-study

Items Levene's Test for Equality of Variances

F Sig. t df Sig. (2-tailed)

Equal variances not

assumed -8.184 52.324 .000

CS2

Equal variances assumed .103 .749 -7.379 53 .000

Equal variances not

assumed -7.426 48.408 .000

CS3

Equal variances assumed .407 .526 -8.689 53 .000

Equal variances not

assumed -8.735 49.897 .000

CS4

Equal variances assumed .756 .389 -8.932 53 .000

Equal variances not

assumed -8.992 47.967 .000

BI1

Equal variances assumed 6.621 .013 -7.353 53 .000

Equal variances not

assumed -7.440 38.969 .000

BI2

Equal variances assumed 1.957 .168 -7.042 53 .000

Equal variances not

assumed -7.086 48.735 .000

BI3

Equal variances assumed .015 .902 -5.468 53 .000

Equal variances not

assumed -5.458 52.041 .000

BI4

Equal variances assumed .054 .816 -6.886 53 .000

Equal variances not

assumed -6.920 50.290 .000

83 APPENDIX 5

Mean Standard Deviation and Percentage of Frequencies

Percentage of Frequencies (%)

employees at this arena being friendly

employees at this arena shows that they understand your

5. The employees at this arena

respond quickly to your needs 4.67 1.127 0.0 3.4 9.5 33.8 27.1 23.1 3.2

6. The employees arena’s

understand that you rely on 4.89 1.174 1.1 1.9 5.2 29.1 32.1 22.8 7.8

1. The arena scoreboards are

entertaining to watch 5.34 1.131 0.0 0.9 4.3 19.8 24.4 36.2 14.4

2. The arena’s decorations are

enjoyable 4.95 1.168 0.6 3.0 5.0 25.2 32.2 26.9 7.1

6. The arena’s has appropriate spatial arrangement of the aisles and seats

4.93 1.174 0.2 2.8 7.1 25.9 28.5 28.7 6.7

7. The arena provides better

food than outside 4.28 1.332 2.4 7.6 13.8 34.5 23.1 13.8 4.5

8. The arena’s provides good

sightlines to watch the game 4.96 1.209 0.9 2.1 7.6 23.1 29.7 29.1 7.5

9. The atmosphere of the

crowd is exciting 5.19 1.174 0.2 1.9 4.1 22.4 28.5 29.7 13.2

Game quality dimension

1. Opposing teams are high

quality teams 4.90 1.050 0.6 0.7 6.3 28.0 31.9 29.3 3.2

2. Opposing teams have star

在文檔中 A Confirmative Study of Customer Satisfaction and Behavior Intensions on Sporting Events (頁 64-96)