Service quality and customer satisfaction have traditionally been conceptualised and measured using cognitive indicators. This paper aims to build on the body of literature that recognises the role of emotions in determining customer satisfaction and future behavioural intention.
The focus for this study was a football stadium in which respondents' evaluation of “off pitch” service quality was investigated in the context of emotions aroused by “on pitch” activities. A time‐elapsed three‐stage survey was used to evaluate the respondents and any changes over time.
In a survey of 407 match attendees, emotionally‐based satisfaction was found to be a better predictor of future behavioural intention than cognitive measures of satisfaction.
The paper establishes the need to use both emotional and cognitive measures of satisfaction when evaluating overall customer satisfaction and future behavioural intention. It also highlights the unique nature of customer satisfaction in a sporting events venue.
