Spectator perception of service quality attributes associated with Shanghai Formula One

Abstract

Purpose – The purpose of this paper is to examine spectator perceptions of service quality at the Formula One (F-1) event in Shanghai by means of Martilla and James’ Importance and Performance Analysis (IPA). Design/methodology/approach – The items were plotted on the four IPA dimensions, including: Concentrate Here; Keep Up the Good Work; Lower Priority; and Possible Overkill. Findings – The results indicated that staff courtesy seems to be the strength of the event. However, concession quality, food prices, and arena accessibility, including restrooms at the Shanghai F-1 event, did not meet spectators’ expectations. In addition, the results suggested that in any spectator sporting event, food consumption helps to create a positive experience. Therefore, IPA revealed that service quality related to concessions, food pricing, and arena accessibility at the Shanghai F-1 are in need of immediate improvement, whereas staff courtesy and race visuals were satisfactory. Originality/value – The findings will help marketers prioritize certain services and offer strategic direction in effective service provision by highlighting management problems.

The effect of event experience quality on the satisfaction and behavioral intentions of motocross World Championship spectators

“…They should establish facilities that allow for quick access to the racetrack, as well as food and beverage venues to increase consumption. Given that the consumption of food and beverage helps create a positive experience (Kim et al, 2016;Zhang et al, 2005), these items need to be diverse, affordable and prepared at a high standard. Furthermore, in order to create a positive atmosphere, the event manager can also organize athlete signing sessions that allow for interaction between the racers and the spectators in the paddock.…”

How do perceptions of non-mega sport events impact quality of life and support for the event among local residents?

“…Through a preliminary investigation and also taking into consideration the characteristics of the event in China, we selected variables from Kaplanidou et al (2013) and categorized them into four categories that were labeled as economic, psychological, environmental, and social impact. The event support scale was adapted from Kim, Yim, et al (2016) and Kaplanidou et al (2013), where the scale was used to measure the attitude of local residents and their support for the event. Quality of life was measured by adapting an item that was utilized by Perdue, Long, and Kang (1999) and Kaplanidou et al (2013).…”

The effects of peripheral service quality on spectators’ emotions and behavioural intentions

“…There are two main reasons why we focus on peripheral service quality. The first is that, while sport marketers cannot easily manipulate the core product, the peripheral services are relatively controllable (Kim et al , 2016). As such, when the core product, which is not easy to control due to the unpredictability of sports, fails to have a positive effect on spectators, sport marketers can positively affect spectators’ emotion through providing high quality peripheral services.…”