Effect of stadium service quality on the club value perceived by the supporter: sample of Konyaspor Büyükşehir Torku Arena

Abstract

This study, which aims at introducing  the relationships between the quality perceived in stadium services and  the value the  supporters perceive toward  the club and how much  the value attributed by supporters to the sport club was affected from the stadium  service quality perceived  by supporters, was designed in the relational scanning model taking place in quantitative study. The data in the study  were obtained 679 supporters, determined by the method of randomly sampling, coming to watch the matches of Torku Konyaspor-Akhisar Belediyespor, Torku Konyaspor-Galatasaray, Torku Konyaspor-Mersin İdman Yurdu, and Torku Konyaspor-Gençlerbirliği in  the existing  eight  tribune  areas  in 2015 -2016 football season. As data collecting instrument, “Personal Information Form”, “Scale of Service Quality Perceived in Stadiums”, and “Scale of Club Values toward Supporters” were utilized. In the analysis of the data, in order to examine the relationships between the variables, correlation and regression analyses were used. As a conclusion, it was identified that stadium service quality increased the club value perceived by supporter. As a result of regression analysis made, while the linear effects of the dimensions of physical environment quality, interaction quality, and core service quality on the club value, perceived by the spectator  was identified,  it was found that the dimension, whose  the effect of  core service quality was the most, was stadium service quality.

Keywords

• Club value,stadium marketing,stadium service quality,supporter

References

1. Adamson G, Jones W, Tapp A. From CRM to FRM: Applying CRM in the football industry. Journal of Database Marketing & Customer Strategy Management, 2006;13(2): 156-172.
2. Anderson JC, Hakansson H, Johanson J. Dyadic business relationships within a business network context, Journal of Marketing, 1994; 58(4): 1-15.
3. Anderson JC, Narus JA. A model of distributor firm and manufacturer firm working relationships, Jo¬urnal of Marketing, 1990; 54(1): 42-58.
4. Beech JG, Chadwick S. The marketing of sport. Pearson Education, 2007.
5. Bolton RN, Drew JH. A multistage model of customers’ assessments of service quality and value, Journal of Consumer Research, 1991; 17:375-84.
6. Choi KS, Cho WH, Lee S, Lee H, Kim C. The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research, 2004; 57(8): 913-921.
7. Cronin JJ, Brady MK, Hult GTM. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 2000; 76(2):193-218.
8. Dodds WB, Monroe KB, Grewal D. Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 1991; 28(3): 307-319..

9. Funk DC, Mahony DF, Ridinger LL. Characterizing consumer motivation as individual difference factors: Augmenting the Sport Interest Inventory (SII) to explain level of spectator support. Sport Marketing Quarterly, 2002; 11(1).
10. Gallarza MG, Saura IG. Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students travel behaviour. Tourism Management, 2006; 27(3): 437-452.
11. Gençer RT, Perceived service quality in professional soccer clubs stadiums: An investigation on Fenerbahce Sukru Saracoğlu Stadium, Marmara University, Istanbul, 2005.
12. Gladden JM, Milne GR. Examining the importance of brand equity in professional sports. Sport Marketing Quarterly, 1999; (8): 21-30.
13. Göl E. An examination of the relation service quality, perceived value and customer satisfaction: A case study of the Metrobüs, İstanbul. 2011.
14. Grönroos, C. A service quality model and its marketing implications. European Journal of marketing, 1984; 18(4): 36-44.
15. Hill B, Green BC. Repeat attendance as a function of involvement, loyalty, and the sportscape across three football contexts. Sport Management Review, 2000; 3(2): 145-162.
16. Hogan J. Expected relationship value: A construct, a methodology for measurement, and a modeling technique, Industrial Marketing Management, 2001;339-351.
17. Khalifa AS. Customer value: a review of recent literature and an integrative configuration, Management Decision , 2004; 42(5):645-666.
18. Kuo YF, Wu CM, Deng WJ. The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, 2009; 25(4): 887-896.
19. Lai F, Griffin M, Babin BJ. How quality, value, image and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 2009;62(10): 980-986.
20. Leonard WM. Some economic considerations of professional team sports. Journal of Sport Behavior, 1997; 20(3): 338.
21. McDonald MA, Sutton WA, Milne GR. TEAMQUAL: Measuring service quality in professional team sports. Sport Marketing Quarterly, 1995; 4(2): 9-15.
22. Merih K. Commercialization of football: the case of England, Fesam, 2005.
23. Morgan RM, Hunt SD. The commitment-Trust theory of relationship marketing, Journal of Marketing, 1994;58: 20-38.
24. Murphy P, Pritchard PM, Smith B. The destination product and It’s impact on traveller perceptions, Tourism Management, 2000; 21 (1): 43- 52.
25. Oh H. The Effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality&Tourism Research, . 2000; 24(2): 136-162.
26. Oh H. Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 1999;18(1): 67-82.
27. Orçun Ç, Demirtaş MC. The Perspectives of Fans on Clubs’ Values in Developing Football Economy: The Case of Bucaspor Optimum Journal of Economics and Management Sciences, 2015, 2(1), 113-126.
28. Pan DW, Gabert TE, McGaugh EC. Branvold SE. Factors and differential demographic effects on purchases of season tickets for intercollegiate basketball games. Journal of Sport Behavior, 1997;20(4): 447.
29. Robertson D, Pope N. Product bundling and causes of attendance and non-attendance in live professional sport: a case study of the Brisbane Broncos and the Brisbane Lions. Cyber Journal of Marketing, 1999 ;3(1).
30. Ryssel R, Ritter T, Gemunden HG. The impact of information technology deployment on trust, commitment and value creation in business relationships, Journal of Business & Industrial Marketing, 2004; 19(3): 197-207.
31. Shilbury D. Delivering quality service in professional sport. Sport Marketing Quarterly, 1994; 3(1): 29-35.
32. Theodorakis N, Kambitsis C, Laios A. Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality: An International Journal, 2001; 11(6), 431-438.
33. Ulaga W, Eggert A. Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status, Journal of Marketing, 2006; 70: 119–136.
34. Westerbeek HM, Shilbury D. A conceptual model for sport services marketing research: Integrating quality, value and satisfaction. International Journal of Sport Marketing & Sponsorship, 2003; 5(1):11-31.
35. Westerbeek HM, Shilbury D. Increasing the focus on “place” in the marketing mix for facility dependent sport services. Sport Management Review, 1999; 2(1): 1-23.
36. Westerbeek, HM. The influence of frequency of attendance and age on" place"-Specific dimensions of service quality at Australian rules football matches. Sport Marketing Quarterly, 2000; 9(4): 194-202.
37. Zeithalm VA. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 1988; 52: 2-22.