A Confirmative Study of Customer Satisfaction and Behavior Intensions on Sporting Events

無中文摘要

Purpose: The purpose of this study was to investigate the relationships among service quality, game quality, customer satisfaction and behavior intensions in 2014 Vietnam University Games. Methods: The study was conducted to survey in the final round of the games. Data were collected from the spectator’s (n = 536) who were attending the games in Tan Binh arena, Vietnam. Then, Confirm Factor Analysis (CFA) and Structure Equation Model (SEM) were adopted to test relationship among the hypothesis models. Results: Confirmatory factor analysis a measurement model among 7 latent variables including service employees, environment experiences, opponent characteristics, player performance, game atmosphere, customer satisfaction and behavior intensions showed that the model was a good fit (CFI = .952, GFI = .902, RMSEA = .060, χ^2/df=2.906). The second-order-factor model was revealed an inadequate fit to data of service quality model (CFI = .981, GFI = .981, RMSEA = .075, χ^2/df=4.026) and game quality model (CFI = .964, GFI = .946, RMSEA = .076, χ^2/df=4.077). The Structural equation model was also good of fit (CFI = .908, GFI = .877, RMSEA = .082, χ^2/df=4.575). The results indicated that game quality was more important factor than service quality to predict on customer behavior and behavior intensions. On the other hand, customer satisfaction was a partially mediated dimension to behavior intensions of the both service quality and game quality. Conclusion: The results suggest that to organize sporting events successfully in Vietnam, service quality and game quality effects are important factors on customer satisfaction and behavior intensions.