Pedro Ferreira & André Vieira (eds)
Back to Basics:
consumer-centric marketing or
target-centric marketing
International Conference on Marketing & Consumer Behaviour – 2013
Back to Basics: consumer-centric marketing or target-centric marketing
Porto, 16-17 May 2013
Title: Back to Basics: consumer-centric marketing or target-centric marketing
1
stEdition: July, 2013
Editors: Pedro Ferreira, André Vieira
Edition and Property: Edições IPAM
Av. Boavista, 1102, 1ºDto
4000 - 113 Porto, Portugal
Design: André Vieira
ISBN: 978-989-98442-4-7
All rights reserved
O
RGANIZING
C
OMMITTEE MEMBERS
Conference Manager
Pedro Ferreira
Themes Supervisor
Irina Saur-Amaral
Submissions Coordinator
André Vieira
Conference Secretariat Supervisor
Diana Barradas
S
CIENTIFIC
C
OMMITTEE
Name
Affiliation
Angel Herrero Crespo
Universidad de Cantabria, Spain
Carlos Melo Brito
Universidade do Porto, Portugal
Cláudia Simões
UM, Portugal
Daniel Sá
IPAM – The Marketing School, Portugal
Elisa Alen González
Universidade de Vigo, Spain
Elizabeth Real
Universidade Lusíada de VNF, Portugal
Ferrão Filipe
IPAM – The Marketing School, Portugal
Helena Alves
UBI, Portugal
João Leitão
IST, Portugal
Luísa Agante
Universidade Nova de Lisboa, Portugal
Maria José Silva
UBI, Portugal
Maria Teresa Heath
University of Nottingham, UK
Miguel Martin D’Ávila
Universidad Complutense de Madrid, Spain
Osmud Rahman
School of Fashion, Ryerson University, Canada
Paula Vicente
ISCTE, Portugal
Raquel Reis
Universidade Lusíada de VNF, Portugal
R
EVIEWERS
Name
Affiliation
Adriana Brambilla
UFPB-Brasil
Adrienne Steffen
Hochschule für Internationales Management Heidelberg
Alicia Blanco
Universidade Rey Juan Carlos
Angel Herrero Crespo
Universidad de Cantabria
Aruna Mesquita e Noronha
S.S.Dempo College of Commerce and Economics
Bruno Sousa
Universidade do Minho / IPCA
Carmen Marques
Universidade de Aveiro
Cigdem Sahin
Okan University
Cláudia Carvalho
Universidade Portucalense
Cláudia Simões
Universidade do Minho
Conceição Santos
ISCTE-IUL
Daniel Sá
IPAM - The Marketing School
Danilo de Oliveira Sampaio
Universidade Federal de Juiz de Fora/UFJF/Brasil
Elídio Vanzella
ESTÁCIO E ENSINE
Elisa Alen González
Universidade de Vigo
Elizabeth Real
Universidade Lusíada
Emine Özen OKAT ÖZDEM
Ege University Faculty of Communication
Helena Alves
Universidade da Beira Interior
Ilham Uludag
Yalova University
Inês Veiga Pereira
ISCAP
Irina Saur-Amaral
IPAM - The Marketing School
Isabell Koinig
Alpen-Adria University of Klagenfurt
Ivonne Serna
Ryerson University
João Leitão
Instituto Superior Técnico
Jolanta Tkaczyk
Akademia Leona Koźmińskiego
Jorge Marques
Faculdade de Economia da Universidade de Coimbra
Kalender Özcan ATILGAN
University of Mersin
Luísa Agante
Universidade Nova de Lisboa
Maria Fátima Salgueiro
ISCTE-IUL
Marek Prymon
University of Economics, Wrocław
Margarida Cardoso
ISCTE-IUL
Maria José Silva
Universidade da Beira Interior
Maria Puelles
Universidade Complutense
Mark Ng
Hong Kong Shue Yan University
Martín Dávila
IPAM - The Marketing School
Name
Affiliation
Osmud Rahman
School of Fashion, Ryerson University
Özgür Atilgan
Istanbul Kultur University
Paula Odete
Instituto Politécnico de Bragança
Paula Vicente
ISCTE-IUL
Pedro Ferreira
IPAM - The Marketing School
Pedro Mendes
IPAM - The Marketing School
Peter Atorough
Robert Gordon University Aberdeen
Raquel Meneses
Universidade do Porto (Faculdade de Economia)
Raquel Reis
Universidade Lusíada de VNF
Ricardo Correia
Instituto Politécnico de Bragança
Rosa Conde
IPAM - The Marketing School
Rui Pascoal
Faculdade de Economia da Universidade de Coimbra
Sally McKechnie
Nottingham University Business School
Sandra Filipe
Universidade de Aveiro
Sara Neves
Faculdade de Economia da UP
Serap ÇABUK
University of Cukurova
Sérgio Dominique
IPCA
Silvia Faria
IPAM - The Marketing School
Susana Marques
ISAG - Instituto Superior de Administração e Gestão
Susana Romero
Universidade Rey Juan Carlos
Teresa Pereira Heath
Nottingham University Business School
Ugur Bakir
Ege Üniversitesi
Vanessa Apaolaza Ibáñez
Universidad del País Vasco
Back to Basics:
consumer-centric marketing or target-centric marketing
IPAM – The Marketing School
Porto
16-17 May 2013
Back to Basics:
consumer-centric marketing or target-centric marketing
Groups of consumers have been the main focus of marketing activity. As an example, the basic idea behind
segmentation, one of the most important marketing processes, is that consumers are not all alike. They have
different characteristics and lifestyles, which calls for the need to group them (and the market they
represent for a respective good) in homogeneous segments so that marketing actions can be better targeted
and obtain more effective results. We may call this type of marketing, target-centric marketing.
More recently there has been a growing concern with the consumer as an individual. Expressions such as
“personalization”, “relationship marketing”, and “co-creation” among others have gained considerable
attention from researchers and practitioners. The assumption that “consumers are not alike” takes a step
further and consumers are seen as human beings with very specific needs and desires, almost unique or
unrepeatable. Each consumer should feel that the marketing action targeted to reach him/her was designed
specifically for him/her. This may be called consumer-centric marketing.
These two approaches have significant (and different) impacts on marketing practices and marketing
management.
In target-centric marketing, approaching consumers as a “market” means that companies need to look for
characteristics that group consumers and try to know them very well, as a group. In this context, operational
marketing tasks are directed to an “anonymous” mass, although a targeted one.
In consumer-centric marketing, seeing consumers as unique human beings, whose specific needs and desires
need to be fulfilled, demands for a different, more “surgical” approach, even in more operational marketing
tasks.
Although the latter is gaining supporters, the operational support is much more demanding in terms of
processes, human and even financial resources, leaving it difficult for companies to being capable of
implementing such a marketing philosophy.
This duality was the main focus of our conference as it rises very important questions still unanswered that
we invited participants to address.
8
Summary
SESSION 1 ... 11
MODELING BRAND EQUITY IN RETAIL BANKING THROUGH COGNITION AND EMOTION...12
SOME ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS IN BUILDING BRAND EQUITY...24
PERCEPTION OF SOURCES OF BRAND VALUE TAPPORTUGAL BY THE PERSPECTIVE OF ITS USERS ...30
SESSION 2 ... 43
USING THE EYE TRACKING FOR ANALYSIS OF PREFERENCE FOR VEHICLES...44
ANALYSIS OF THE USAGE AND ATTITUDES OF PAYMENT CARDS USERS IN BOSNIA AND HERZEGOVINA ...55
COMÉRCIO ELETRÔNICO: PERFIL DO CONSUMIDOR DE BELO HORIZONTE/BRASIL QUE REALIZA COMPRAS ONLINE ...68
THE EFFECTS OF REVENUE MANAGEMENT STRATEGIES IN CONSUMERS BEHAVIOUR ...79
SESSION 3 ... 89
INTENT TO PURCHASE AND CONSUMPTION OF ORGANIC FOOD IN BRAZIL ...90
RECENT TRENDS IN CONSUMER BEHAVIOR CONCERNING FOODS WITH HEALTH BENEFITS IN RUSSIA ... 104
THE IMPORTANCE OF COUNTRY OF ORIGIN (COO) ON CONSUMERS PREFERENCE:STUDY ON PACKAGED BUTTER IN THE FOOD MARKET OF AZERBAIJAN ... 115
SESSION 4 ... 125
DETERMINANTS FOR PURCHASES OF AGRICULTURAL PESTICIDES: A STUDY ON THE BUYING BEHAVIOR OF RURAL PRODUCER OF COFFEE IN BRAZIL ... 126
MOBILE PHONE SURVEYS TO MEASURE CONSUMER BEHAVIOR: EFFECTS ON DATA QUALITY ... 140
COMPETING RESEARCH METHODS:WHAT’S BEHIND IT? ... 147
SESSION 5 ... 157
MARKETING IN PUBLIC SERVICES:THE CITIZEN SERVICE POINTS IN PORTUGAL... 158
AVALIAÇÃO DA QUALIDADE DOS SERVIÇOS EM UMA ORGANIZAÇÃO PÚBLICA BRASILEIRA ... 170
TERRITORIAL MARKETING: A KEY CONCEPT FOR THE PLANNING AND MANAGEMENT OF CITIES ... 181
SESSION 6 ... 193
EVALUATING THE USE OF AVATARS AS SOCIABILITY FACTOR IN E-COMMERCE... 194
INFLUENCES OF SOCIAL MEDIA MARKETING ON PRE-ADULT CONSUMERS... 208
CONSUMERS’ MOTIVATIONS AND ATTITUDE TOWARD THE USE OF SOCIAL MEDIA MARKETING IN HONG KONG... 220
SESSION 7 ... 232
MODELING ELECTRONIC AND TOTAL COMMERCE BY INNOVATION DIFFUSION GROWTH MODELS ... 233
INNOVATION, DYNAMIC CAPABILITIES AND PERFORMANCE IN EXPORT MARKETS ... 240
AN ANALYSIS OF THE DECISION STRUCTURE FOR FOOD INNOVATION ON THE BASIS OF CONSUMER AGE... 255
MARKETING EVALUATION APPROACH IN THE HUNGARIAN MIDDLE-SIZED AND LARGE COMPANIES... 269
SESSION 8 ... 283
SOCIAL RESPONSIBILITY CAMPAIGNS AND CONSUMER-CENTRIC MARKETING,ARE THEY IN COHESION?THE PRACTICES OF TOP TEN ORGANIZATIONS IN TURKEY... 284
A MULTI-STAGE STUDY TO MEASURE CUSTOMER PERCEPTIONS OF CSR ... 296
ROLE OF PRICE OFFER FAIRNESS IN WILLINGNESS TO PAY FOR ENVIRONMENTALLY FRIENDLY PRODUCTS ... 308
BENEFITS AND MOTIVATIONS FOR COMPANIES TO IMPLEMENT SOCIALLY RESPONSIBLE PRACTICES... 317
SESSION 9 ... 326
UNDERSTANDING CROSS-BORDER TOURIST REGIONS: A PRELIMINARY APPROACH TO THE CONSUMER PERSPECTIVE ... 327
TERRORISM AND INTERNATIONAL TOURISTS ... 334
9
THE IMPACT OF LOW COST AIRLINES ON TOURISM DEVELOPMENT ... 352
SESSION 10 ... 361
THE ELDERLY GO THE GYM: A LOOK AT MARKETING ... 362
THE "MADE IN PORTUGAL" CONSUMPTION AND COUNTRY-OF-ORIGIN (C.O.O.) PERCEPTION IN THE CONTEXT OF CRISIS AND AUSTERITY371 CUSTOMER RESPONSE TO MESSAGE FRAMING IN CAUSE RELATED MARKETING ... 394
SESSION 11 ... 404
O QUE TEM SE FALADO POR AÍ SOBRE MARKETING INTERNO?UM ESTUDO SOBRE A PRODUÇÃO BRASILEIRA NA ÁREA... 405
CONSUMER BEHAVIOUR,CONSUMPTION AND SYMBOLISM: A THEORETICAL DEVELOPMENT ... 419
SOCIAL SUPPORT EXPECTATIONS FROM HEALTH CARE SYSTEMS-ANTECEDENTS AND EMOTIONS... 430
SESSION 12 ... 439
REVITALIZATION OF OUTSIDE COMMERCIAL AREAS AS STRATEGY TO ATTRACT CONSUMERS AND GET COMPETITIVENESS... 440
THE APPLICATION OF MARKET BASKET ANALYSIS TO AFASHION RETAILER... 449
CONSUMER BEHAVIOR IN RETAIL: ONLINE AND OFFLINE – WHAT IS THE FUTURE? ... 458
SESSION 13 ... 475
THE LEVEL OF TECHNOLOGY ON SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT... 476
HOW ONLINE FASHION VIDEOS AFFECT CONSUMERS’PERCEPTION OF BRANDS –EYE TRACKING EXPLORATORY STUDY ... 490
THE INFLUENCE OF EWOM GENERATED BY THE REFERENCE GROUPS ON FACEBOOK, IN PORTUGAL. ... 500
SESSION 14 ... 511
ATRIBUTOS INFLUENCIADORES DA ESCOLHA POR VEÍCULOS: ASPECTOS EXPERIENCIAIS E SIMBÓLICOS ... 512
THE OTHER CUSTOMER’S PRESENCE IN THE SHOPPING EXPERIENCE:ACONCEPTUAL APPROACH ... 524
EXPERIENCE MARKETING AND HOSPITALITY INDUSTRY: SOCIAL MEDIA AS A TOOL TO ENHANCE CUSTOMER EXPERIENCE... 535
SESSION 15 ... 543
DRIVERS OF INNOVATION UNDER TURBULENT TIMES IN THE HOTEL INDUSTRY... 544
INDIVIDUAL AND SOCIAL MARKETING IN CULTURAL ROUTES OPERATION... 561
HOW TO MEASURE BRAND PERSONALITY OF A NATURE-BASED TOURIST DESTINATION ... 573
SERVICE QUALITY MEASUREMENT IN THERMAL SPAS’TOURISM ... 581
SESSION 16 ... 593
A IMPORTÂNCIA RELATIVA DA EMOÇÃO E DA RAZÃO NO PROCESSO DE TOMADA DE DECISÃO DO CONSUMIDOR... 594
HEDONIC CONSUMPTION AND DEPRESSED MOOD:HOW DOES DEPRESSION INFLUENCE CONSUMER BEHAVIOR? ... 608
MAIN DRIVERS FOR PURCHASE DECISION IN THE PHARMACEUTICAL MARKET FOR MANDATORY PRESCRIPTION DRUGS ... 616
THE INFLUENCE OF ETHNOCENTRICITY IN PURCHASE BEHAVIOR AND ETHNOCENTRIC ATTITUDES ... 632
SESSION 17 ... 639
RECEPTIVITY TO ADVERTISING IN SOCIAL NETWORKS: AN EMPIRICAL REPLICATION WITH PORTUGUESE USERS... 640
ASTUDY OF FASHION MOBILE MARKETING FROM THE USERS’PERSPECTIVE ... 651
INTERNET AND CONSUMER EMPOWERMENT: THE ROLE OF DECISION AIDS AND SOCIAL MEDIA ... 663
SESSION 18 ... 674
STANDARDIZATION VS.LOCALIZATION OF PHARMACEUTICAL ADS: EVIDENCE FROM GERMANY/AUSTRIA AND THE UNITED STATES .... 675
LIMITS TO TRANSPARENCY IN CORPORATE COMMUNICATION:AREFLECTION ON NEED TO EMBRACE SACRED IN SECULAR SPACE OF B-SCHOOLS ... 691
LOCATION BASED SALES PROMOTION STRATEGIES... 697
SEX AND THE CITY AND BRANDS.AN EXPLORATORY STUDY OF THE EFFECTS OF PRODUCT PLACEMENT IN YOUNG PORTUGUESE VIEWERS709 SESSION 19 ... 721
MARKETING STRATEGY AND THE FLOWERS TRADE WITH PORTUGAL ... 722
10
INFLUENCIA DE LAS ORIENTACIONES DE LA EMPRESA EN EL DESEMPEÑO DEL VENDEDOR DE PRODUCTOS FINANCIEROS ... 745
DEVELOING AMODEL OF SUPERIOR MARKETING STRATEGY TO SUSTAINED COMPETITIVENESS AND BUSINESS SUCCESS ... 756
SESSION 20 ... 772
COSTUMER’S VIEWS ON FOOD SAFETY IN FOOD SERVICES: A BRAZILIAN STUDY ... 773
THE EFFECT OF SERVICE CONTEXT IN CONSUMER RELATIONSHIP PRONENESS AND BEHAVIOR ... 785
THE ROLE OF OPERATIONS MANAGEMENT AND MARKETING IN THE PLANNING OF VENDING MACHINES ... 795
SESSION 21 ... 803
THE EFFECT OF SERVICESCAPE ON CUSTOMER PERCEIVED QUALITY,SATISFACTION AND DESIRE TO RETURN TO A SPORTS SERVICE: THE ESTÁDIO DO DRAGÃO (DRAGON STADIUM)CASE... 804
AINFLUÊNCIA DO PATROCÍNIO NO COMPORTAMENTO DOS ADEPTOS:O CASO DO FUTEBOL PROFISSIONAL PORTUGUÊS... 817
804
The Effect of Servicescape on Customer
Perceived Quality, Satisfaction and Desire to
Return to a Sports Service: the Estádio do
Dragão (Dragon Stadium) Case
Servicescape, Services, Sport Services, Service Quality, Customer Satisfaction, Customer Retention.
Sara Neves, Faculty of Economics - University of Porto, saralcneves@gmail.com Teresa Fernandes, Faculty of Economics - University of Porto, tfernandes@fep.up.pt
Abstract
Purpose: The literature suggests that the desire to return to a service provider is a function of customer satisfaction with the servicescape (Bateson and Hui, 1992). The present investigation is based on the work of Wakefield and Blodgett (1996), and proposes to measure the weight of the servicescape variables of the Dragon Stadium in perceived quality by the spectators of Futebol Clube Porto. It also aims to assess its influence on satisfaction, and the desire of returning to the stadium in the future in order to attend soccer games.
Methodology: 368 questionnaires were collected in a match from the Portuguese Soccer League (season 2011/12). Data analysis was initiated with a descriptive analysis of the different variables. After a Factor Analysis, by the method of Principal Component Analysis, we were able to confirm all the five servicescape factors originally envisaged, in particular, Layout Accessibility, Facility Aesthetics, Seating Comfort, Cleanliness and Electronic Equipment. Hypotheses were tested through Linear Regression Analysis.
Findings: The three hypotheses were confirmed empirically. The Multiple Linear Regression Analysis showed that the five dimensions of servicescape influence the customer perceived quality. The Comfort and Layout Accessibility are the two factors that best explain the variance in the model, followed by Cleaning and Electronic Equipment, and finally Facility Aesthetics. A Simple Linear Regression Analysis demonstrated a relationship between Customer Perceived Quality, and the dependent variable, Customer Satisfaction. Finally, using Pearson Correlation, it was possible to confirm the third hypothesis: the spectators' satisfaction influence their desire to return to Dragon Stadium.
1. Introduction
Sport organizations are facing intense competition, not only from other sports but also from a wide range of other leisure services (Shilbury and Westerbeek, 1996). Thus, it is true to say that sports organizations should strive for customers’ preference (Greenwell, 2001). It is also true that sports organizations realized that the game can also be played outside the ‘four lines’, meaning their attention is now focused on the implementation of strategies that increase the attendance of spectators in their sports venues. This seems an easy problem to solve, however to increase spectator presence in the games and hold their attention is a hard task. Especially, and as Kennett et al. (2001) pointed out, because the sporting events have several dimensions beyond the managers’ control, in particular, the players’ performance, the presence of certain star players, the outcome of the game, the quality of the teams, and even the quality of the game itself (Kelly and Turley, 2001),
Since sport managers have little or no control over core service, they can have an influence on the supplementary elements. This way, since the place of consumption has a strong impact on customer perceptions regarding the service
805 experience (Bitner, 1992), sport managers are able to work with some environmental dimensions in order to manage the service encounter the way they desire.
Since games are largely dependent on the physical environment it is crucial to manage audience perceptions about the quality of the service, trying to understand the extent to which these same perceptions affect the spectator’s satisfaction and behaviour, including their repatronage intention.
2. Literature Review
Service intangibility and Service Cues
Berry (1980) defines services as actions, efforts or performances, distinguishing them from goods, as they are articles, materials, objects or things. At first, services are considered intangible, since they can not be viewed, touched or even tasted (Kandampully, 2002). The intangility is considered to be the main distinguishing characteristic between services and goods (MacKay and Crompton, 1988).
In short, given service intangibility, customer trust is often supported on visible and tangible cues (Zeithaml et al., 1985). This tangible evidence may eventually affect the evaluation that a customer does of the service encounter, given that the physical environment offers a "visual metaphor of the total supply of an organization," by the proposal "of the potential usage and quality of service" (Bitner, 1992).
The fact that the services do not possess a physical form does not restrict the ability of the customers to understand the service by itself, since they are able to apprehend certain tangible evidence and to associate them with the service in question. Véronique Aubert-Gamet (1997) compares the tangible evidence to "cues" for the “invisible” service, and those cues will form the customers’ expectations (Bebko, 2000).
Servicescape
Throughout time, several researchers have used various terms to indicate ‘environment’. It is commonly accepted that the term "environment" was first used in 1973 by Philip Kotler in his article "Atmospheric as a Marketing Tool" in which the author defines it as the conscious design of the space in order to create certain emotions on the customer and thereby lead to an increased likelihood of purchase. However, servicescape, is the term more commonly known, and was defined as "the environment in which the service is assembled and where the seller and the customer interact, in combinati on with the tangible products that facilitate the performance or communication of the service" (Bitner, 1992). The word was introduced in literature by Mary Jo Bitner in 1992 and was the result of the union of two English words - service - and - landscape, used to describe the artificial setting of the surrounding facilities’ services.
The servicescape influences the customers' perceptions, it provides clues throughout the meeting, it creates memories in the mind of the customer (Bitner, 1990; Reimer and Kuehn, 2005); and it may serve to create expectations about the price and quality of the service (Bebko et al., 2006). The servicescape can also entertain or distract the customer, thereby influencing their sense of time (Baker and Cameron, 1996; Berry et al., 2006) and have an effect on the evaluation of intangible aspects such as trust and empathy (Reimer and Kuehn, 2005).
Besides the impact on customer perceptions, the servicescape is also capable of persuading spectator behaviour. Therefore it creates emotions and changes the state of mind through the sensory qualities of the environment (Baker and Cameron, 1996; Le Bel, 2005; Berry et al., 2006); influencing personal interactions among customers and between them and the employees (Le Bel 2005), and affecting future intentions of repatronage (Carbone and Haeckel, 1994; Berry et al., 2006).
Quality, Satisfaction and Repatronage Intention
Chelladurai and Chang (2000) define quality as the ability to delight customers and to satisfy their needs. However, it i s known that the supply of services involves human perceptions and expectations, making thereby the definition and measurement of their quality into a complex and difficult task (Brady and Cronin, 2001). The most common definition of quality relates it to the perception that the customer has of the excellence of the service (Parasuraman et al., 1988) and its relative performance superiority (Grönroos, 1982). This definition is based on a comparison between the quality of service perceived prior to consumption and the perception of performance after service delivery (Parasuraman et al., 1985; Grönroos, 1982).
806 Oliver (1997) argues that satisfaction is a customer response. It is the evaluation of a feature of the product or service, or the product or service itself, which provided (and continues to provide) a level of enjoyment related to the exercise of their functions (Oliver, 1997). This way, satisfaction is the mediator in the relationship between perceived service quality and the company performance (Fornell, 1992). Customer satisfaction is a post-purchase phenomenon that portrays how much the customer likes or dislikes the service (Churchill and Surprenant, 1982), thus being an attitude that results from a comparison between expectations and the perceived performance of the service (Oliver, 1980).
Meanwhile, expectations are the needs or desires of the customers, based on what they feel should receive, which naturally, varies from customer to customer. The perceptions are beliefs and opinions of the custom er of the service received. The judgment of customer satisfaction or dissatisfaction depends on how customers perceive the result obtained when compared with what they expected to receive (Millan and Esteban, 2004). Burns et al. (2003) describe the Disconfirmation as the event when perceived performance is lower than expectations. Confirmation, in turn, is when the perceived performance is greater than expectations. It is more likely that the customer will be satisfied when there is Confirmation (Rust et al., 1995), and a satisfied customer with multiple service encounters will in the long term develop a positive perception of the overall quality of the company (Parasuraman et al. 1988).
3. Research Framework and Methodology
The present investigation is based on the work of Wakefield and Blodgett (1996), and proposes to measure the weight of the servicescape variables of the Dragon Stadium in perceived quality of the viewers of Futebol Clube Porto. It also aims to assess its influence on satisfaction, and the desire of returning to the stadium in the future in order to attend soccer games. According to literature review, we propose the following research framework and hypothesis (Fig. 1):
Figure 1: Hypothesized model.
Layout Accessibility refers to the way in which furnishings and equipment, service areas, and hallways are organized (Bitner, 1992). An effective layout will provide an easy entry and exit, and will make ancillary service areas such as concessions, restrooms, and souvenir stands easier to get into (Wakefield e Blodgett, 1996). The Facility Aesthetics refer to the design of the interior and its decoration, elements that contribute to the attractiveness of the servicescape. Customers tend to evaluate the attractiveness of the place when they approach it, even outside of it. Once inside, customers of leisure services spend hours examining (consciously and unconsciously) the interior of the facility (Wakefield and Blodgett, 1994).
SERVICESCAPE DIMENSIONS
807 The third factor, Seating Comfort, is associated with the degree of physical comfort. This factor, as a servicescape dimension, represents a nonverbal communication between the customer and the servicescape (Lam et al., 2011) and is particularly relevant to those customers who remain seated for a long number of hours (Wakefield and Blodgett, 1996). On the other hand, Electronic Equipment can be used to improve the customer experience. High quality scoreboards projecting instant replays scores, information about players, etc., are able to make the waiting times more pleasant and add emotion for the spectator. Finally, the Cleaning factor is also of particular importance, mostly in situations where the customer remain in the facility for several hours, as they tend to implicitly associate cleanliness with the quality of the service (Wakefield and Blodgett, 1996). Barber and Scarcelli (2010) conclude that customers tend to select, stay and return to a service depending on the perceived degree of cleanliness.
The Perceived Quality was measured with three items that portray the perceptions of the customers (terrible – great), the expectations (much worse than I expected – much better than I expected), and the standards (not at all what it should be – just what it should be) as suggested by Fornell (1992), and as Wakefield and Blodgett (1996) did. We thus propose that: Hypothesis 1 (H1): The Servicescape Dimensions [Layout Accessibility, Facility Aesthetics, Seating Comfort, Electronic Equipment and Facility Cleanliness] will have a positive effect on the Perceived Quality of the Servicescape.
The satisfaction is the mediator of the relationship between perceived quality service and the company performance (Fornell, 1992). Several studies demonstrate the influence of the physical environment on the perception of service quality and on customer satisfaction (Bitner, 1990; Le Blanc, 1992, Young et al., 1994; Wakefield and Blodgett, 1996; Hightower et al., 2002; Swan et al., 2003; Park et al., 2005; Le Bel, 2005; Van Pham and Simpson, 2006). It's therefore important to know how the sequence servicescape → quality → satisfaction works. Thus we propose that:
Hypothesis 2 (H2): Perceived Quality of the Servicescape will have a positive effect on spectator Satisfaction.
Finally, one can say that all customers visit a service company with a purpose or a goal, which can be strengthened or harmed by the servicescape (Bitner, 1992). As a result, perceptions of physical environments can affect and constrain satisfaction, although in a roundabout way, the intention or not to return (Le Bel 2005, Berry et al., 2006), and so we expect that:
Hypothesis 3 (H3): Satisfaction will have a positive effect on spectator Repatronage Intention.
Data was collected through a self-administered, on-line, cross-sectional survey. Each question was created on the existing literature in the field of sports management and marketing services. With the exception of the initial questions regarding the characteristics of the spectators and the frequency of their visits, all the other variables were applied based on the research of Wakefield and Blodgett (1996) and Wakefield et al. (1996). The focus of the investigation covers only the environment that can be controlled, this way, all physical evidence that is outside, including the parking lot and access to the stadium, were not included. The spectator's satisfaction was also measured in accordance with Wakefield and Blodgett (1996), with one item from Cronin and Taylor (1994) and another from Bitner (1992). Finally, to assess the Repatronage Intention to the stadium, individuals were asked about their willingness to attend matches in the future, the same way it was done in Cronin and Taylor (1994), Wakefield and Sloan (1995), Wakefield and Blodgett (1996), Wakefield et al. (1996) and, Hill and Green (2000) studies.
4. Data Analysis
The surveys were distributed in person at Dragon Stadium, by a team of 12 collaborators, two hours before the match "kick-off" between Futebol Clube do Porto (FCP) and Sporting Clube de Portugal (SCP), Portuguese Soccer League (2011/12). After validation, 368 questionnaires collected resulted in 349 responses (about 95%).
Sample
From the 349 validated questionnaires, 18 belonged to fans of the visiting team. So to study the relationships between the variables it was decided to work only with the remaining 331 questionnaires.
In our sample, the majority of individuals (74.3%) were male, and only 25.7% are female. The proportion obtained in our study is similar to that of Dhurup and Mofoka (2011), 73% male and 27% female.
With regard to ages we observed that the average is approximately 38 years, and that nearly 60% of the sample was aged up to 39 years. We can observe from Table 1 that the different percentages are very close to each other, showing somehow
808 that sport is a transversal phenomenon. The minimum age was 18 years, a requirement for the quiz, and the highest was 84 years.
Table 1 – Descriptive Statistics for the spectators age
Age Frequency Percent Valid Percent Cumulative Percent
< 20 years 50 15,1 15,7 15,7 20 to 29 80 24,2 25,2 40,9 30 to 39 56 16,9 17,6 58,5 40 to 49 53 16,0 16,7 75,2 50 to 59 38 11,5 11,9 87,1 ≥ 60 41 12,4 12,9 100 Missing 13 3,9 100 Total 331 100
The frequency of visits to the Dragon Stadium shows that 29.3% of those surveyed went 3 times in the last 6 months, 20.8% went 4 to 6 times, 7.6% were 7 to 9 times and finally with the largest percentage those who have visited the stadium more than 10 times with 40.2%. The two groups with a higher representation are precisely the ones on both ends, either going very few times or going frequently.
The analysis starts with a Factor Analysis to servicescape, quality and satisfaction dimensions. Multiple Linear Regression Analysis was performed between the dimensions of Servicescape and Quality, and then a Simple Linear Regression Analysis between Quality and Satisfaction. Lastly, a Pearson Correlation was performed between Satisfaction and Repatronage Intention. The validity of the scales was made through analysis of Cronbach's alpha, which indicates the degree of reliability.
Exploratory Factorial Analysis
We conducted an Exploratory Factorial Analysis by the method of Principal Component Analysis using Varimax rotation for Servicescape, Quality and Satisfaction variables. With a value of Kaiser-Meyer-Olkin (KMO) equal to 0.888, considered as good (Maroco, 2010) and Bartlett's test Sphericity with a p-value <0.001; it leads to the rejection of the null hypothesis, therefore indicating that there is a significant correlation between the variables and the data is appropriate for a Factorial Analysis. At the end of the analysis, for the Servicescape variable we identified five components with eigenvalues above 1, suggesting five factors composed by twenty variables, with a total variance explained of 72.43%. One factor for the three Quality items with an explained variance of 66.21% , and plus a factor for Satisfaction with a variance explained of 83.01%.
Table 2 – Rotative Component matrix
Component
1 2 3 4 5
Servicescape
Signs at this stadium give clear directions of where things are located .772 .174 .379 .044 .059
Signs at this stadium help me know where I'm going .726 .122 .404 .079 .048
Overall, this facility’s layout makes it easy to get where you want to go .705 .228 .142 .169 .182 The facility layout makes it easy to get to the restrooms .670 .230 .058 .281 .079
The facility layout makes it easy to get to your seat .597 .244 .027 .219 .342
The facility layout makes it easy to get to the food service areas .594 .208 .086 .284 .215
This facility maintains clean walkways and exits .267 .865 .084 .160 .101
Overall, this facility is kept clean .229 .851 .131 .180 .189
This facility maintains clean food service areas .177 .846 .193 .160 .159
This facility maintains clean restrooms .203 .825 .221 .106 .100
809
The scoreboards add excitement to the place .139 .137 .811 .216 .023
The scoreboards provide interesting statistics .191 .123 .809 .115 .109
This facility has high quality scoreboards .159 .266 .643 .133 .208
The seat arrangements provide plenty of space .239 .182 .234 .803 .098
There is plenty of knee room in the seats .192 .122 .185 .785 .078
This facility provides comfortable seats .195 .193 .181 .749 .132
This is an attractive facility .144 .217 .160 .131 .888
This facility’s architecture gives it an attractive character .135 .189 .080 .080 .884
This facility is painted in attractive colours .408 .015 .248 .108 .559
Quality
The overall quality of this facility is: much worse than I expected – much better than I expected .851 The overall quality of this facility is: not at all what it should be – just what it should be .837 The overall quality of this facility is: terrible – great .750
Satisfaction
The overall feeling I get from this facility: puts me in a bad mood – puts me in a good mood .911 The overall feeling I get from this facility: is dissatisfaction – is satisfaction .911 Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Analyses of Hypotheses and Results
Hypothesis 1 aims to determine to what extent the quality perceived by the spectators (dependent variable) is explained by the variables that belong to the Servicescape, in particular Layout Accessibility, Facility Aesthetics, Seating Comfort, Electronic Equipment and Facility Cleanliness (independent variables). Thereby we proceed to Multiple Linear Regression Analysis, a statistical technique used to analyse the relationship between a single dependent variable and several independent variables (Hair et al., 1998).
The coefficient of determination R² (R² = 0.365) tends to be influenced by the sample size and it is considered an optimistic measure of the quality (Pestana and Gageiro, 2005). Thereby, alternatively it is possible to use the R² Adjusted (adjusted R² = 0.355). 35.5% of the variability of the Perceived Quality of Servicescape is explained by the variables of
Servicescape. The analysis of the simple correlation coefficient (R=0.604) suggests that there is a high positive correlation
810 Hypothesis 2 was also supported (Table 4). By analysing the simple correlation coefficient (R = 0.482) we verified that there is a good positive correlation (R> 0.4) between the variables. The adjusted coefficient of determination (adjusted R ² = 0.230) suggests that 23.0% of the variability of the dependent variable Satisfaction is explained by the independent variable Quality.
Similar to hypothesis 1 and 2, hypothesis 3 was also supported. Repatronage Intention consists of a single variable, therefore impossible to make a Principal Component Analysis as in the case of the other dimensions. Thus, the hypothesis that satisfaction positively influences the return of the spectator is tested by a Pearson Correlation between the factor Satisfaction and the variable "In the future, their presence in the games in this stadium will... Not Frequent / Very Frequent)". The satisfaction of the spectators has an influence, although small (R = 0,201) in the pre-disposition to return to the stadium to watch a football match, so we can say that an increase in spectator satisfaction has a positive effect on its return to the stadium.
Table 3 – Regression Analyses between the Servicescape Variables and Quality
R R Square Adjusted R Square Durbin-Watson
0,604 0,365 0,355 2,133
ANOVA
Sum of Squares df Mean Square F Sig.
Regression 109,454 5 21,891 34,743 0,000
Residual 190,282 302 0,63
Total 299,736 307
Coefficients
B Std. Error Beta T Sig.
(Constant) 0,014 0,045 0,303 0,762 Accessibility 0,321 0,045 0,325 7,088 0,000 Aesthetics 0,168 0,045 0,170 3,716 0,000 Comfort 0,363 0,045 0,367 8,008 0,000 Electronic Equip. 0,206 0,045 0,208 4,541 0,000 Cleanliness 0,226 0,045 0,229 4,992 0,000
a. Predictors: (Constant), ACCESS, AESTHE, COMFO, EQUIP ,CLEAN b. Dependent: QUALID
Table 4 – Regression analysis between Quality and Satisfation
R R Square
Adjusted R
Square Durbin-Watson
0,482 0,232 0,230 1,889
ANOVA Sum of Squares Df Mean Square F Sig.
Regression 76,454 1 76,454 99,022 0,000
Residual 252,474 327 0,772
Total 328,929 328
Coefficients
B Std. Error Beta T Sig.
(Constant) 0,001 0,048 0,017 0,987
Quality 0,483 0,049 0,482 9,951 0,000
a. Predictors: (Constant), QUALID b. Dependent: SATISF
811 5. Discussion of Results
Our aim with the present research is to examine a model that verifies which are the dimensions of the servicescape that can influence certain key service variables. The results show that the servicescape has an influence on Perceived Quality and Satisfaction of the Dragon Stadium spectator. Internal satisfaction has an impact on the spectators’ behaviour, and in their loyalty, which translates into Repatronage Intention.
Factorial Analysis resulted in five servicescape factors as in the work of Wakefield and Blodgett (1996). Seating Comfort is the dimension that has a greater load variation in the quality perceived by the spectator, going once more towards the study of Wakefield and Blodgett (1996) who believe that this dimension is relevant for those services where the customer has to be sitting for long periods of time. In addition, Melnick (1993) reached a similar conclusion, arguing that the physical comfort is an important factor in the quality of the stadium and facilitates the enjoyment of the match.
Layout Accessibility was empirically proved as a determinant factor, as demonstrated in other studies (Wakefield and Blodgett, 1996; Lucas, 2003). Indeed, a confined space, with narrow entrances and exits, or even with tight corridors will give a feeling of being cramped or crowded. As Hui and Bateson (1991) stated, an area perceived as overcrowded affects the emotions and behaviours of customers and therefore tends to be perceived as l ower quality. In many cases it is important to find on the service facilities multiple customers on the service facilities (examples of such services are: restaurant, hotel, cinema, theatre, holiday camp, etc.), and if that does not happen it can be interpreted as being a poorer service. However, the presence of other customers must be moderate for each service. Perceptions of a full stadium adds excitement, but shall not be such that it makes the spectator feel crowded and make the trip to auxiliary services difficult (for example, restaurants), thereby reducing their consumption. Therefore, we can say that overcrowded environments reduce the excitement and customer satisfactions within the servicescape. A spectator that feels uncomfortable due to presence of other spectators may leave the stadium before the end of the game and feel doubt and hesitation in attending other matches in the future (Wakefield and Sloan, 1995).
In terms of Facilities Cleanliness, its importance has been highlighted in several studies that relate perceived servicescape cleanliness with future customer behaviour, and it happens in this study. In accordance with the outcome of Wakefield and Blodgett (1996) we can state that Cleanliness is an important aspect of the quality of service and customer satisfaction, and is particularly important in those services where the customer spends longer periods of time as is the case of a football match.
Electronic Equipments can be used not only as a technological way to broadcast information (hours, play time, result, etc.) but also as a way of entertainment during the service experience (instant replays, sports news, trivia and statistics of players on the field, among others) (Wakefield and Blodgett, 1996). In this research, despite the fact that Electronic Equipment has been in fourth place we are able to state that, for the spectators of Futebol Clube do Porto, this is a factor of substantial importance. Lastly, the Aesthetic factor has also been proven as influential on the perception of quali ty.
In this paper, the adjustment of servicescape to sporting events was carried out essentially building on the work of Wakefield and Blodgett (1996). The authors conducted an empirical study into three different services: in soccer, baseball and casino. We consider it interesting to note that their sample was only about football, the same sport as this research, which could prove the capacity of influence of the five servicescape dimensions, since the other two failed on Electronic Equipment (sample Baseball) or the Seat Comfort (Sample Casino).
The satisfaction has an impact on the future behaviour of the spectators, particularly in their willingness to return to the stadium. Thus, after the confirmation of the two previous hypotheses, it is possible to recognize the importance of
servicescape to keep viewers interested so that they return to the stadium. Wakefield and Blodgett (1996) argued that to
maximize customer satisfaction it is necessary that the managers of leisure facilities, including sporting events, regularly assess the quality of their servicescapes.
Discussion and implications
On the Analysis of Multiple Linear Regression we realized that the servicescape influences the spectators’ perceived quality of the Dragon Stadium. In particular, we emphasize the dimension Seating Comfort, which occupies the first place in the explanation of the variance in the model, followed by the dimension Layout Accessibility, Facilities Cleanliness, Electronic Equipment, and finally the Aesthetic Dimension.
812 We must point out that today's customers have at their disposal an extremely wide range of leisure services, a fact that became progressively more challenging for service providers. In this way, and to turn the customer into a loyal one, managers should create a value-added service in order to achieve customer preference.
We were also able to prove that the perceived quality influences satisfaction, and this, in turn, influences the desire of the spectators to return. Managers who focus only on the delivery of the service and not on making the service encounter environment enjoyable, may be losing further sales and not maximizing their profits.
As a final reflection, on this research, it was possible to verify the importance of physical evidence management. It is essential to guide managers of leisure services in order to choose the elements of the servicescape to change or to improve. Consequently, we consider it critical to develop improved and increased studies, taking into account that there is still a very small number of investigations focused on this approach.
Managerial contributions
In this investigation, we analyzed two distinct data about the five servicescape variables, namely, the average ratings allocated and the contribution of each variable in the change of the perceived quality. Curiously, the variable with the lowest rating is the one with a higher variance value, while the variable that spectators ranked in first place is the last on explaining the variation of the model. Effectively, Aesthetics was the factor with the highest average (mean = 6.52) and ranked in last in the contribution to the explanation of the variance of the perceived quality (Beta = 0.170). Moreover, the comfort factor, which was classified with an average of 5.42 (on the 5th and last place), is the one that presents the highest beta value’s (Beta = 0.367).
The remaining factors obtained the same results for both. Thus, the Navigation is in the second place of the two classification variables (mean = 6.30) and the contribution of the variants in the model (Beta = 0.325). The same goes for Cleaning, which is in third place (mean = 6.06, Beta = 0.229), as well as the Electronics, fourth (mean = 5.72, Beta = 0.208) . These results suggest that an eventual investment to improve the comfort scale factor will represent an increase in the perceived quality, to a greater extent when compared to a possible improvement on the remaining four dimensions in the study. The study also shows that FC Porto can be satisfied with the good work that has been developed, as the high scores given by the spectators to all the dimensions of the servicescape show, as well as the average occupancy rate in the stadium (over 74%), and the growth of the gate receipts of approximately 9% during 2008-2011 (Futebol Clube do Porto, 2011 and Futebol Clube do Porto, 2012).
We conclude that the Dragon Stadium embodies what we consider to be an example of good management and implementation of the servicescape variables, which leads to a progressive increase in satisfaction of its spectators, and consequent increase on visits and gate receipts.
6. Conclusion
This study adds to the growing body of literature on servicescape by exploring the concept applied to the area of sports entertainment, where studies are still limited. Furthermore, the vast majority analyzes only a single dimension or even a single item, like music or decoration. By considering the full spectrum of the servicescape applied to a football stadium, this research aims to fill this gap. Additionally, there are few studies in Portugal concerning the servicescape of sports entertainment, and even less when considering its effect on service quality, satisfaction, and desire to return. Since increasing the gate revenues is essential and this requires an understanding of spectators’ behavior, our purpose is to provide guidance to sports managers to increase competitive advantage through servicescape. Our study proposes a “starting point” that future research should extend and further refine. The following gives a list of future directions: - We consider it would be interesting if future studies repeat the survey in more matches, since our research was performed in a single match;
- We note that it would also be interesting to evaluate the service-core based on the same variables in order to compare the influence of both. Some studies have already addressed such differences, namely Madrigal (1995) reached the conclusion that some attributes of the game have contributed to the enjoyment of the spectator. Tomlinson et al. (1995) in their study have concluded that both dimensions are important for the spectators, and that the servicescape was regarded as the most important in contrast with the service core.
813 - Other research opportunity exists in the analysis of the fanaticism and loyalty to the soccer club. Although the
servicescape dimensions influence the spectators, it is likely that some loyal supporters will return to the stadium more for
its loyalty to the club than because the perceived quality of the servicescape (Lee et al., 2003).
- Also, the effect on sales profit may be further studied. Positive perceptions upon the physical environment influence customers’ desire to stay, to return, and to spend money (Mehrabian and Russell, 1974). Hui and Bateson (1991) show in their research that pleasant environments lead to a greater desire to stay in that specific space, drawing attention to the the fact that sales profits that result from a longer stay in the facilities can be higher than the amount spend on the ticket (Wakefield et al. 1996).
- Finally, Uhrich and Benkenstein (2011) research found that positive perceptions of other customers, the density, their appearance and their behavior can influence the response of customers to the environment. The effect of people, either employees or other customers, can change the perception of quality. Nevertheless, this dimension was left out for the future and might produce a new research in the future.
References
AUBERT-GAMET, V. (1997), “Twisting Servicescapes: Diversion of the Physical Environment in a Re-Appropriation Process”, International Journal of Service Industry Management, Vol. 8, Nº 1, pp. 26-41.
BAKER, J. and CAMERON, M. (1996), “The Effects of the Service Environment on Affect and Consumer Perception of Waiting Time: An Integrative Review and Research Propositions”, Journal of the Academy of Marketing Science, Vol. 24, Nº 4, pp. 338-349.
BARBER, N. and SCARCELLI, J. (2010), “Enhancing the Assessment of Tangible Service Quality Through the Creation of a Cleanliness Measurement Scale”, Managing Service Quality, Vol. 20, Nº 1, pp. 70-88.
BATESON, J. and M. HUI (1992), “Ecological Validity of Photographic Slides and Videotapes in Simulating the Service Setting”, Journal of Consumer Research, Vol.19, pp. 271-281.
BEBKO, C. (2000), “Service Intangibility and its Impact on Consumer Expectations of Service Quality”, Journal of Services
Marketing, Vol. 14, Nº 1, pp. 9-26.
BEBKO, C., SCIULLI, L., and GARG, R. (2006), “Consumers' Level of Expectation for Services and the Role of Implicit Service Promises”, Services Marketing Quarterly, Vol. 28, Nº 2, pp. 1-23.
BERRY, L. (1980), “Services Marketing is Different”, Business, Vol. 30, Nº 3, pp. 24-36.
BERRY, L., SHANKAR, V., PARISH, J., CADWALLADER, S., and DOTZEL, T. (2006), “Creating New Markets Through Service Innovation”, MIT Sloan Management Review, Vol. 47, Nº 2, pp. 56-63.
BITNER, M. (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses”, The
Journal of Marketing, Vol. 54, pp. 69-82.
BITNER, M. (1992), “Servicescapes: The Impact of Physical Surroundings on Customers and Employees” The Journal of
Marketing, Vol. 56, Nº 2, pp. 57-71.
BRADY, M. and J. CRONIN (2001), “Some New Thoughts on Conceptualizing Perceived Service Quality : A Hierarchical Approach”, Journal of Marketing, Vol. 65, Nº 3, pp. 34-49.
BURNS, R., A. GRAEFE and J. ABSHER (2003), “Alternate Measurement Approaches to Recreational Customer Satisfaction: Satisfaction-only Versus Gaps Scores”, Leisure Sciences, Vol. 25, Nº 4, pp. 363-380.
CARBONE L. and HAECKEL S. (1994), “Engineering Customer Experiences”, Marketing Management, Vol. 3, Nº 3, pp. 8-19. CHELLADURAI, P. and K. CHANG (2000), “Targets and Standards of Quality in Sport Services”, Sport Management Review,
Vol. 3, pp. 1-22.
CHURCHILL G. and C. SURPRENANT (1982), “An Investigation into the Determinants of Customer Satisfaction”, Journal of
814 CRONIN J. and TAYLOR S. (1994), “SERVPERF versus SERVQUAL: Reconciling Performance-Based and
Perceptions-Minus-Expectations Measurement of Service Quality”, The Journal of Marketing, Vol. 54, Nº1, pp. 125-131.
FORNELL, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience”, The Journal of Marketing, Vol. 56, Nº 1, pp. 6-21.
FUTEBOL CLUBE DO PORTO – FUTEBOL SAD (2011). Relatório e Contas Consolidado, 1º Semestre de 2010/2011. Available at:
http://www.fcporto.pt/IncFCP/PDF/Investor_Relations/RelatoriosContas/RelatorioContas1S10CONSOLIDADO. pdf. [Accessed: 07/05/2012]
FUTEBOL CLUBE DO PORTO – FUTEBOL SAD (2012). Relatório e Contas Consolidado, 1º Semestre de 2011/2012. Available at:
http://www.fcporto.pt/IncFCP/PDF/Investor_Relations/RelatoriosContas/ir_RelatorioContas1S11Consolidado_ 290212.pdf). [Accessed: 07/05/2012]
GREENWELL C. (2001) The Influence of Spectator Sports Facilities on Customer Satisfaction and Profitability. Dissertation Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University.
GRÖNROOS, C. (1982), Strategic Management and Marketing in the Service Sector, Helsingfors: Research Reports, Swedish School of Economics and Business Administration.
HAIR, J., ANDERSON, R., TATHAM, R. and BLACK W. (1998), Multivariate Data Analysis, (5ª edição), New Jersey: Prentice Hall.
HIGHTOWER, R., BRADY, M. and BAKER, T. (2002), “Investigating the Role of the Physical Environment in Hedonic Service Consumption: An Exploratory Study of Sporting Events”, Journal of Business Research, Vol. 55, Nº 9, pp. 697-707. HILL, B. and GREEN, B. (2000), “Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape across Three
Football Contexts”, Sport Management Review, Vol. 3, Nº 2, pp. 145-162.
HUI, M. and BATESON, J. (1991) “Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience”, Journal of Consumer Research, Vol. 18, pp. 174-184.
KANDAMPULLY, J. (2002), Services Management: The New Paradigm in Hospitality. Frenchs Forest, New South Wales, Pearson Education Australia.
KELLY, S. and TURLEY, L. (2001), “Consumer Perceptions of Service Quality Attributes at Sporting Events”, Journal of
Business Research, Vol. 54, Nº 2, pp. 161-166.
KENNETT, P., SNEATH, J. and HENSON, S. (2001), “Fan Satisfaction and Segmentation: A Case Study of Minor League Hockey Spectators”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 10, Nº 2, pp. 132-142. KOTLER, P. (1973), “Atmospherics as a Marketing Tool”, Journal of Retailing, Vol. 49, Nº 4, pp. 48-64.
LAM L., CHAN, K., FONG, G. and LO, F. (2011), “Does the Look Matter? The Impact of Casino Servicescape on Gaming Customer Satisfaction, Intention to Revisit, and Desire to Stay”, International Journal of Hospitality Management, Vol. 30, pp. 558–567.
LE BEL, J. (2005), “Beyond the Friendly Skies: An Integrative Framework for Managing the Air Travel Experience”,
Managing Service Quality, Vol. 15, Nº 5, pp. 437-451.
LE BLANC, G. (1992), “Factors Affecting Customer Evaluation of Service Quality in Travel Agencies: An Investigation of Customer Perceptions”, Journal of Travel Research, Vol. 30, Nº 4, pp. 10-16.
LEE, S., RYDER, C. and HEE-JOON, S. (2003) “An Investigation of Environmental Motivation Factors Among Minor League Baseball (MiLB) Fans”, The Sport Journal, Vol. 6, Nº 3.
LUCAS, A. (2003), “The Determinants and Effects of Slot Servicescape Satisfaction in a Las Vegas Hotel Casino”, UNLV
Gaming Research & Review Journal, Vol. 7, Nº 1, pp. 1-19.
MADRIGAL, R. (1995), “Cognitive and Affective Determinants of Fan Satisfaction with Sporting Event Attendance”, Journal
815 MARI, M. and S. POGGESI (2011), “Servicescape Cues and Customer Behavior: A Systematic Literature Review and
Research Agenda”, The Service Industries Journal, iFirst Article, pp. 1–29. MARÔCO, J. (2011), Análise Estatística com o SPSS Statistics, (5ª edição), ReportNumber.
MEHRABIAN, A. and RUSSELL, J. (1974), An Approach to Environmental Psychology. Cambridge, Mass.: MIT Press.
MELNICK, M. (1993), “Searching for Sociability in the Stands: A Theory of Sports Spectating”, Journal of Sport Management, Vol. 7, Nº 1, pp. 44-60.
MILLÁN, À. and Á. ESTEBAN (2004), “Development of a Multiple-item Scale for Measuring Customer Satisfaction in Travel Agencies Services”, Tourism Management, Vol. 25, pp. 533- 546.
OLIVER, R. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions”, Journal of
Marketing Research, Vol. 17, pp. 460-469.
OLIVER, R. (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.
PARASURAMAN, A., V. ZEITHAML and L. BERRY (1985), "A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing, Vol. 49, pp. 41-50.
PARASURAMAN, A., V. ZEITHAML and L. BERRY (1988), “SERVQUAL: A Multiple-item Scale for Measuring Customer Perceptions of Service Quality and its Implications for Future Research”, Journal of Retailing, Vol. 64, pp. 12-40. PARK, J., ROBERTSON, R. and WU C.(2005), “Investigating the Effects of Airline Service Quality on Airline Image and
Passengers' Future Behavioral Intentions: Findings from Australian International Air Passengers”, The Journal of
Tourism Studies, Vol. 16, Nº 1, pp. 2-11.
PESTANA, M. and GAGEIRO, J. (2005), Análise de Dados para Ciências Sociais – A Complementaridade do SPSS, (4ª edição), Edições Sílabo, Lisboa.
RAPOPORT, A. (1982), The Meaning of the Built Environment, Sage Publications, Beverly Hills, CA.
REIMER, A. and KUEHN, R. (2005), “The Impact of Servicescape on Quality Perception”, European Journal of Marketing, Vol. 39, Nº 7 e 8, pp. 785-808.
RUST, R., A. ZAHORIK and T. KEININGHAM (1995), “Return On Quality (ROQ): Making Service Quality Financially Accountable”, Journal of Marketing, Vol. 59, pp. 58-70.
SHILBURY, D. and WESTERBECK, H. (1996), “Measuring Service Quality: A Study of Victorian based NBL Teams'', 2nd Annual Sport Management Association of Australia and New Zealand Conference, Southern Cross University, Lismore, pp. 149-66.
SWAN, J., RICHARDSON, L. and HUTTON, J. (2003), “Do Appealing Hospital Rooms Increase Patient Evaluations of Physicians, Nurses, and Hospital Services?”, Health Care Management Review, Vol. 28, Nº 3, pp. 254-264.
TOMLINSON, M., BUTTLE, F. and MOORES, B. (1995), “The Fan as a Customer: Customer Service in Sports Marketing”,
Sport Marketing Quarterly, Vol. 3, Nº 1, pp. 19-33.
UHRICH, S. and BENKENSSTEIN, M. (2011), “Physical and Social Atmospheric Effects in Hedonic Service Consumption: Customers’ Roles at Sporting Events”, The Service Industries Journal, iFirst Article, pp. 1-17.
VAN PHAM, K. and SIMPSON, M. (2006), “The Impact of Frequency of Use on Service Quality Expectations: An Empirical Study of Trans-Atlantic Airline Passengers”, Journal of American Academy of Business, Vol. 10, Nº 1, pp. 1-6. WAKEFIELD, K. and BLODGETT, J. (1994), “The Importance of Servicescapes in Leisure Service Settings”, Journal of Service
Marketing, Vol. 8, Nº 3, pp. 66–76.
WAKEFIELD, K. and BLODGETT, J. (1996), “The Effect of the Servicescape on Customers' Behavioral Intentions in Leisure Service Settings”, The Journal of Services Marketing, Vol. 10, Nº 6, pp. 45-61.
WAKEFIELD, K. and SLOAN, H. (1995), “The Effects of Team Loyalty and Selected Stadium Factors on Spectator Attendance”, Journal of Sport Management, Vol. 9, Nº 2, pp. 153-172.
816 WAKEFIELD, K., BLODGETT, J. and SLOAN, H. (1996), “Measurement and Management of the Sportscape”, Journal of Sport
Management, Vol. 10, Nº 1, pp. 15-31.
YOUNG, C., CUNNINGHAM, L. and LEE, M. (1994), “Assessing Service Quality as an Effective Management Tool: The Case of the Airline Industry”, Journal of Marketing, Vol. 2, Nº 2, pp. 76-96.
ZEITHAML, V., A. PARASURAMAN and L. BERRY (1985), “Problems and Strategies in Services Marketing”, Journal of
