Identifying service product features associated with visitor satisfaction and revisit intention: A focus on sports events

Abstract

This study initially uses an in-depth bibliographic review to identify the features commonly associated with product/service offerings at sporting events and then use the identified features to build different service offerings to create new measuring instrument. Based on the in-depth bibliographic review, seven important features were combined to develop 19 service offering scenarios for sporting events. A total of 2229 responses were collected through means of structured questionnaires at six (6) sporting events in Taiwan to explore the association between the 19 product offering scenarios, visitor satisfaction, and revisit intention using different models of multiple regression equations. After examining the suitability of all the models, the best ones that fit the collected data are presented along with the relevant graphs of the path analysis for better visual representation. The findings of this study can help sports events marketers in designing product/service offerings that meet visitors’ expectation, their level of satisfaction and intention to revisit.