Functional Quality of Service During Events: An Empirical Analysis
DOI:
https://doi.org/10.54820/YJTC7325Ključne riječi:
customer satisfaction, event management, quality of service (QoS), factor analysisSažetak
Visitors to events attach great importance to the range of artists and their performances and the quality of their stay and services. To create a staging and, consequently, an emotionalization of the visitor, many action areas simultaneously take effect at an event. In this context, the customer satisfaction of visitors plays a major role for event organizers, which aims to generate a competitive advantage over other providers and be attractive for artists simultaneously. This article aims to analyse the perceived functional quality of service (QoS) during various events in a multi-purpose event venue. The analysis was based on 563 primary data samples. On the off chance, selected visitors were during the events recruited and interviewed using a standardized questionnaire. The data were collected during the break of five events. These events took place in the period from mid-November to mid-December 2019. This was supplemented by an online survey of enthusiastic fan club visitors who regularly watch handball matches within the event venue. The online survey was conducted in parallel with the surveys during November 2019. Overall, the results showed a high level of satisfaction among visitors regarding the QoS. In addition to services, exploratory factor analysis identified cleanliness as a satisfaction factor that significantly accounted for overall service satisfaction. Differences in the perception of both factors could be detected between the fan club visitors on the one hand and all other visitors of various events (comedy, music, sports) on the other. Based upon the results of this analysis, the event managers of this venue are enabled to employ target group-oriented improvements of individual services to consolidate and increase customer satisfaction.
Reference
Armbrecht, J., Andersson, T. D. (2020), “The event experience, hedonic and eudaimonic satisfaction and subjective well-being among sport event participants”, Journal of Policy Research in Tourism, Leisure and Events, Vol. 12 No. 3, pp. 457-477.
Ayob, N., Said, A. (2010), “Service quality and customer satisfaction within festival and special event”, available at: http://www.kmice.cms.net.my/ProcKMICe/KMICe2010/Paper/PG32_37.pdf (1 October 2021)
Cohen, J. (1988), “Statistical power analysis for the behavioral sciences”, Academic, New York.
Cribari-Neto, F., Ferrari, S. L., Oliveira, W. A. (2005), “Numerical evaluation of tests based on different heteroskedasticity-consistent covariance matrix estimators“, Journal of Statistical Computation and Simulation, Vol. 75 No. 8, pp. 611-628.
Crompton, J. L., Love, L. L. (1995), “The predictive validity of alternative approaches to evaluating quality of a festival”, Journal of travel research, Vol. 34 No 1, pp. 11-24.
Gronroos, C. (1984), “A service quality model and its marketing implications”, International Journal of Retail and Distribution Management, Vol. 18 No. 4, pp. 36-44.
Ju, Y., Back, K. J., Choi, Y., Lee, J. S. (2019), “Exploring Airbnb service quality attributes and their asymmetric effects on customer satisfaction” International Journal of Hospitality Management, Vol. 77, pp. 342-352.
Kaiser, H. F. (1958), “The varimax criterion for analytic rotation in factor analysis” Psychometrika, Vol. 23 No. 3, pp. 187-200.
Kelley, S. W., Turley, L. W. (2001), “Consumer perceptions of service quality attributes at sporting events”, Journal of Business Research, Vol. 54 No. 2, pp. 161-166.
O’Neill, M., Getz, D., Carlsen, J. (1999), „Evaluation of service quality at events: the 1998 Coca‐Cola Masters Surfing event at Margaret River”, Western Australia. Managing Service Quality: An International Journal, Vol. 9 No. 3, pp. 158-166.
Oliver R., L. (1997), “Satisfaction: a behavioral perspective on the consumer”, Irwin-McGraw-Hill, New York.
Oliver, R., L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of marketing research, Vol. 17 No. 4, pp. 460-469.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1985), “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49 No. 4, pp. 41-50.
Parasuraman, A., Zeithaml, V., A., Berry, L., L. (1988), “Servqual: A multiple-item scale for measuring consumer perc”, Journal of retailing, Vol. 64 No. 1, pp. 12-40.
Pivac, T., Blescaron, I., Stamenković, I., Besermenji, S. (2011), “Event management and consumer satisfaction in tourism industry”, African journal of business management, Vol. 5 No. 34, pp. 13240-13248.
Sachs, L. (2013), Applied statistics: application of statistical methods, Springer, Berlin.
Shi, Y., Prentice, C., He, W. (2014), “Linking service quality, customer satisfaction and loyalty in casinos, does membership matter?”, International Journal of Hospitality Management, Vol. 40, pp. 81-91.
Sureshchandar, G. S., Rajendran, C., Anantharaman, R. N. (2002), “The relationship between service quality and customer satisfaction–a factor specific approach.”, Journal of services marketing, Vol. 16 No. 4, pp. 363-379.
Taylor, S. A., Baker, T. L. (1994), “An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions”, Journal of retailing, Vol. 70 No. 2, pp. 163-178.
Tkaczynski, A. (2013), "Festival Performance (FESTPERF) Revisited: Service Quality and Special Events", in Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 9), Emerald Group Publishing Limited, Bingley, pp. 227-235.
Tsuji, Y., Bennett, G., Zhang, J. (2007), “Consumer satisfaction with an action sports event”, Sport Marketing Quarterly, Vol. 16 No. 4, pp. 199-208.
Urban, D., Mayerl, J. (2018), “Angewandte Regressionsanalyse: Theorie, Technik und Praxis” (“Applied regression analysis: theory, technique and practice“), Springer, Berlin.
Zhong, Y., Moon, H. C. (2020), “What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in China? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender”, Foods, Vol. 9 No. 4, pp. 1-19.
##submission.downloads##
Objavljeno
Kako citirati
Broj časopisa
Rubrika
Autorska prava
Copyright (c) 2021 ENTRENOVA - ENTerprise REsearch InNOVAtion
Ovaj rad licenciran je pod Creative Commons Attribution-NonCommercial 4.0 International License.
