The purpose of this paper is to validate a shortened measure of consumers’ satisfaction with the service quality at sporting events. The scale's ability to predict both customer satisfaction and future behavioral intentions is also measured.
The measure, entitled Eventserv‐Short, was tested across the five most popular American sports and across two levels (collegiate and professional). An online survey was utilized with a total of 854 respondents.
Results showed that Eventserv‐Short is a reliable and valid measure of satisfaction with service quality that is invariant across various sporting events; also, Eventserv‐Short predicts overall customer satisfaction and future behavioral intentions.
The paper's importance is demonstrated by the measure's consistent performance across the different types of sports and settings. Further, these results show that researchers and managers can now more quickly, reliably, and accurately measure consumers’ satisfaction with the service quality they perceive while attending sporting events.
