Season Ticket Holders Satisfaction Scale: Turkish Validity and Reliability Study

Year 2023, Volume: 6 Issue: 4, 1277 - 1291, 28.12.2023

Nurettin Göksu Çini Ebru Güzel Kuyucu

https://doi.org/10.38021/asbid.1355793

Abstract

Sport organizations stand out as an industry and economic activity field that has reached gigantic dimensions. People who consume sports products are the most important stakeholders of this industry. Considering that season ticket-holder fans are the most loyal customers and provide a significant portion of club revenues, they are of vital importance for sports organizations. From this point of view, the study aims to examine the validity and reliability of the Turkish form of the Season Ticket Holder Satisfaction Scale (SBSMÖ) developed by McDonald et al. (2013) as a measurement tool that determines the components of the season ticket package for professional sports clubs according to the satisfaction of the fans. A total of 298 season ticket holders participated in the study. The scale, which consists of service, on-field performance, personal involvement, administration of club, and home ground sub-dimensions, has 17 items and a 5-point Likert-type evaluation. Confirmatory Factor Analysis (CFA) was conducted to determine the construct validity of the scale; Average Variance Extracted (AVE) and Composite Reliability (CR) values were calculated for convergent and convergent validity; Maximum Shared Variance (MSV) and Average Shared Variance (ASV) values were calculated for discriminant validity. Cronbach's Alpha and Spearman-Brown analyses were conducted to test the reliability of the scale. As a result of the analyses, it was found that the "Season Ticket (Combined) Ticket Holders Satisfaction" scale is a valid and reliable measure.

Keywords

Season tickets, Satisfaction, Turkish Adaptation

Sezonluk (Kombine) Bilet Sahipleri Memnuniyet Ölçeği: Türkçe Geçerlik ve Güvenirlik Çalışması

Abstract

Spor organizasyonları, devasa boyutlara ulaşan bir endüstri ve ekonomik faaliyet alanı olarak göze çarpmaktadır. Spor ürünlerini tüketen insanlar da bu endüstrinin en önemli paydaşı konumundadır. Sezonluk bilet sahibi taraftarların en sadık müşteriler olduğu ve kulüp gelirlerinin önemli bir kısmını sağladığı düşünüldüğünde spor organizasyonları açısından hayati öneme sahiptirler. Bu noktadan hareketle çalışmada, profesyonel spor kulüpleri için sezonluk bilet paketi bileşenlerini taraftarların memnuniyetlerine göre belirleyen bir ölçme aracı olarak McDonald vd. (2013) tarafından geliştirilen, Sezonluk (Kombine) Bilet Sahipleri Memnuniyet (Season Ticket Holder Satisfaction) Ölçeği (SBSMÖ) Türkçe formunun geçerlik ve güvenirliğinin incelenmesi amaçlanmıştır. Araştırmaya 298 sezonluk (kombine) bilet sahibi taraftar katılmıştır. Hizmet, saha performansı, kişisel katılım, kulüp yönetimi, ev sahibi alt boyutlarından oluşan ölçek, 17 madde ve 5’li Likert tipi değerlendirmeye sahiptir. Ölçeğin yapı geçerliğini belirlemek için yapılan Doğrulayıcı Faktör Analizi (DFA); benzeşim ve birleşim geçerlikleri için Ortalama Açıklanan Varyans (AVE), Bileşik Güvenirlik (CR); ayrışım geçerliği için Maksimum Paylaşılan Varyansın Karesi (MSV) ve Paylaşılan Varyansın Karesinin Ortalaması (ASV) değerleri hesaplanmıştır. Ölçeğin güvenirliğini sınamak için Cronbach’s Alpha ve Spearman Brown analizleri yapılmıştır. Analizler sonucunda “Sezonluk (Kombine) Bilet Sahipleri Memnuniyet” ölçeğinin geçerli ve güvenilir bir ölçme aracı olduğu görülmüştür.

Keywords

Sezonluk biletler, Memnuniyet, Türkçe Uyarlama

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