Understanding Customer Satisfaction in Stadium Environments: The Contribution of Service Quality in North Malaysia
DOI:
https://doi.org/10.37134/jsspj.vol13.1.6.2024Keywords:
Service Quality, Customers Satisfaction, Stadium, North MalaysiaAbstract
Over the years, the Ministry of Youth and Sports has been consistently engaged in initiatives aimed at promoting a healthy lifestyle among Malaysians, thus enhancing their overall quality of life and reducing the risk of potential diseases. Central to this effort is the National Sports Vision 2030 (VSN2030) under pillar six, which emphasizes the importance of establishing sporting hubs equipped with top-tier facilities and expert administration. The importance of excellent service quality cannot be emphasized enough, as it plays a crucial role in nurturing customer satisfaction and cultivating long-lasting loyalty. This study endeavors to examine the influence of service quality on customer satisfaction levels in stadium environments in North Malaysia. A total of 104 respondents, comprising visitors and participants at stadiums in the region, voluntarily participated in the study. The questionnaire utilized was adapted from Parasuraman's (1986: The Dimensions of Service Quality, with additional elements drawn from Churchill's (1979) CSAT questionnaire for customer satisfaction. The findings revealed a significant relationship (F (5,99) = 59.191, p <.001), with an R2 value of .732 (as depicted in Table 4.2). The analysis further indicated that customer satisfaction could be predicted by the equation: y = -.149(constant) + .219(tangibles) + .162(reliability) + .048(responsiveness) + .198(assurance) + .178(empathy), where 73.2% of the variance in customer satisfaction stemmed from service quality (R2 = .732). This underscores the critical role of service quality in meeting the diverse needs and expectations of stadium patrons, whether they are active participants or enthusiastic spectators.
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Copyright (c) 2024 Muhammad Danial Hazmi Asmawi, Muhammad Faizal Kutip, Cassendra Gilbert, Adam Afif Mohamad Azmi
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