(Download) "Sportscape Factors Influencing Spectator Attendance and Satisfaction at a Professional Golf Association Tournament (Case Study) (Case Study)" by Sport Marketing Quarterly " eBook PDF Kindle ePub Free
eBook details
- Title: Sportscape Factors Influencing Spectator Attendance and Satisfaction at a Professional Golf Association Tournament (Case Study) (Case Study)
- Author : Sport Marketing Quarterly
- Release Date : January 01, 2009
- Genre: Sports & Outdoors,Books,
- Pages : * pages
- Size : 273 KB
Description
Introduction Sport is a major component of the American culture and a growing sector of the entertainment industry and the global economy, thus competing for the discretionary income of consumers world-wide. While business and industry have long been concerned with customer satisfaction (Anderson, Fornell, & Lehmann, 1994; Anderson & Mittal, 2000; Bearden & Teel, 1983; Churchill & Surprenant, 1982; Day & Bodur, 1978; Spreng, Harrell, & Mackoy, 1995), limited research has been conducted on customer satisfaction in the sport industry, also known as fan or spectator satisfaction (Greenwell, 2007; Madrigal, 1995; Van Leeuwen, Quick, & Daniel, 2002). Notably, these studies have focused on professional sports such as baseball, basketball, football, hockey, and soccer, not professional golf. In business terminology, customer satisfaction measures how products and services offered by a company meet or exceed customer expectations. Customer satisfaction is crucial in the sport industry, where sport organizations focus on understanding the needs and wants of customers while working to achieve organizational goals. Mullin, Hardy, and Sutton (2000) emphasized that sport organizations need to focus on product extensions since sport marketers have little or no control over their core product or the game. Product extensions include the physical environment surrounding the core product that are identified in business and industry as "servicescape" (Bitner, 1992) and have been referred to as "sportscape" in the sport industry (Wakefield & Sloan, 1995).
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