FACTORS ASSOCIATED WITH SERVICE QUALITY OF ATHLETIC SPORTS PERFORMANCE DEVELOPMENT AFFECTING STAKEHOLDERS’ SATISFACTION AND INTENTION FOR SUSTAINABLE RETURN
Article Sidebar
Main Article Content
Abstract
Purpose : The purpose of this study was to investigate the relationships between service quality dimensions and overall satisfaction; and between the dimensions and intention to return among those who employed the athletic sports performance development service.
Methods : The study was conducted by employing the survey, which consisted of four parts with 33 questions in total. The three sample categories comprised athletes, coaches, and club advisors. The hypotheses were tested by employing multiple regression analysis, and one-way analysis of variance.
Results : The regression results suggested that the overall satisfaction and the intention to return were significantly predicted at .05 level. The reliability (p=0.06) and the empathy dimensions (p=0.05) significantly predicted the overall satisfaction. The intention to return to service was significantly predicted by the empathy dimension (p=0.10). However, the difference was not found among the athletes, coaches, and club advisors regarding the tangible (F=1.06, p=0.35), reliability (F=0.13, p=0.88), responsiveness (F=0.06, p=0.94), assurance (F=0.56, p=0.58) and empathy (F=0.64, p=0.53) aspects.
Conclusion : The empathy dimension had positive relations with either the overall satisfaction or the intention to return to service. The reliability dimension also had positive relation with the overall satisfaction. Thus, those who are responsible for sports performance development services should pay attention to the empathy and reliability dimension.
Article Details
References
Ajzen, I. (1987). Attitudes, traits and actions: Dispositional prediction of behavior in personality and social psychology. L. Berkowitz (Ed.), In Advances in experimental social psychology (pp. 1-63), New York: Academic Press.
Bhuian, S. N. (2016). Sustainability of Western branch campuses in the Gulf region: Students’ perspectives of service quality. International Journal of Educational Development, 49, 314-323.
Chang, K. (2000). The impact of perceived physical environments on customers’ satisfaction and return intentions. Journal of Professional Services Marketing, 21(2), 75-85.
Chumjai, P. (2019) Participants’ needs in service quality of Sports Complex Mae Fah Luang University. Payap University Journal, 28(2),81-92.
Epstein, M. J., &Buhovac, A. R. (2014). Making sustainability work: Best practices in managing and measuring corporate social, environmental, and economic impacts(2nd ed.). San Francisco, California: BestKoehler Publishers.
Fishbein, M., Ajzen, I., (1975). Belief, attitude, intention an d behavior: An introductionto theory and research. Reading, PA: AddisionWesley.
Isaac, S., and Michael, W.B. (1995). Handbook in research and evaluation. San Diego, CA: Educational and Industrial Testing Services.
Kanthachai, N., &Taechamaneestit, T. (2015). Domestic Tourists’ behavioral intention in using the tourism services: A case study of Chiang Rai Province’s tourists. Journal of Management Sciences, 32(2), 117-144.
Kittidecha, C. (2018). Application of Kansei engineering in Thai government hospitals. RMUTSB Academic Journal, 6(2), 157-170.
Larson, B. V., & Steinman, R.B. (2009). Driving NFL fan satisfaction and return intentions with concession service quality. Services Marketing Quarterly. 30(4), 418-428.
Nunnally, J.C., (1967). Psychometric Theory. New York: McGraw-Hill.
Oliver, R. (1981). Measurement and evaluation of satisfaction processes in retailsettings. Journal of Retailing, 57(3), 25-48.
Parasuraman A., Zeithaml V.A., & Berry L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.
Parasuraman A., Zeithaml V.A., & Berry L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 6, 12-40.
Roseland, M. (1998). Toward sustainable communities: Resources for citizens and government. New York: New Society.
Spreng, R., MacKenzie, S., &Olshavsky, R. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15–33.
Thanabordeekij, P. (2017). Identifying the gaps between customer expectations and perceptionson service quality dimensions of XYZ fitness. Journal of Southern Technology, 10(2), 177-187.
Thanabordeekij, P. (2018). The influence of perceived service quality on fitness membership renewal of XYZ fitness. Journal of Management Sciences, 5(2), 67-84.
Theodorakis, N. D., & Alexandris, K. (2008). Can service quality predict spectator’s behavioral intentions tin professional soccer? Managing Leisure, 13(3-4), 162-178.
Thipsuwan, T., &Huttasin, N. (2018). Service quality in Low–Cost Airlines: A case of UbonRatchathani – Bangkok – Ubon Ratchathani. Journal of Management Science, UbonRatchathani University, 7(13), 11-24.
Tianbanyat, K., &Saranrom, D. (2019). Quality of services provided by stadium: A case study of Trad stadium. Academic Journal Phranakhon Rajabhat University, 9(1), 225-237.
VanVoohis, C.R.W., and Morgan, B.L. (2007). Understanding power and rules of thumb for determining sample sizes. Totuorials in Quantitative Methods for Psychology2(3), 43-50.
Vichitranuja, N., & Nitiphon, N.W. (2019). Exploring SuansonPradipat golf course management and linkages towards sustainable development by applying the Sufficiency Economy Philosophy. National Defence Studies Institute Journal, 10(2),65-77.
Yotawut, M. (2014). Hospitality and customer service perceptions: Perspectives of Thai public and private hospitals. Journal of Public and Private Management, 21(1), 69-96.