Research On The Impact Of Brand Event Service Quality On Behavioural Intentions Based On Spectator Perception

After years of development,Shanghai Six brand events have become a beautiful card for propagandizing the Shanghai city image.Organizing international brand events has brought great economic and social benefits to Shanghai.It not only promoted the development of sports and related industries,but also enriched the people's sports and cultural life.Each year,the regular brand events attracted many people's attention and participation.According to incomplete statistics,only 2016 Shanghai ATP1000 Tennis Masters tournament has attracted more than 110,000 people to watch the game.Although the number of spectators has grown a lot,the quality of Shanghai six brands still need to be improved compared with the similar types of international events abroad.In order to further enhance the quality of brand sports events,brand effect and market competitiveness,excavate the potential demands of the spectators,and improve the perception of the service quality of the events,this paper analyzes how the service quality of brand events affects the spectators' behavioural intentions from the perspective of spectator's perception.First,the theoretical framework of perception of service quality and behavioral intention is reviewed,which lays down the theoretical basis of this article.Secondly,based on the SPORTSERV scale,the evaluation index of service quality of brand events was put forward in this paper,which consists of five dimensions: tangibility,responsiveness,reliability,accessibility and safety.Based on the intention scale which designed by Parasurman,Zeithaml & Berry(1996),the behavioral intention scale to measure the behavioral intentions of the spectators was designed from the perspective of return intention,which includes four dimensions: word of mouth propaganda,and complaint behavior.Then the spectator's self-determination,the expected service evaluation,and the overall quality of the events were measured by using the spectator's satisfaction metrics designed by Brady et al.(2006).Finally,518 valid samples were obtained by investigating the spectators of three brand events through random sampling,then use the structural equation model to verify the relationship models between perceived service quality of brand events,spectator's satisfaction andbehavioral intentions constructed in this paper,and analyze the paths that perceived service quality of brand events influence the behavioral intentions of spectators,and the intermediary role that satisfaction plays in the path.Through the analysis,we draw the following conclusions:(1)Through the exploratory factor analysis,we got the scales of the perceived service quality of the brand events and the behavioural intentions of the spectators.The former includes twenty-five items and five dimensions,that is: the service scene,the competition Quality,responsiveness,accessibility and service guarantee.The later consists of fourteen items and four dimensions: return to the wishes,word of mouth publicity,complaining behavior and premium to buy,whose importance of high to low are: word of mouth followed by publicity,purchase and complaining behavior.(2)The perceived service quality of the spectators has a significant positive influence on its satisfaction and the behavioural intention of the events.The satisfaction of the spectators has a direct and significant effect on the spectator's intention of the game.The satisfaction plays a mediating role in the path that perceived service quality influences the behavioural intentions of the spectators,whose strength is 39.265%.(3)The different monthly income and former number of watching events of the spectators will have different effects on the perceived service quality,satisfaction and behavior intentions of the spectators.The spectators with different age and occupations have different perceived service quality and satisfaction for the game.The spectators with different education backgrounds also have different perceived service quality of the events.Different gender and different sources of ticket also affect the spectator's behavioral intentions.