This research has focused on the evaluation of the consumer satisfaction process in a sport event. A popular athletic cross urban race, periodically organized by a City Council, has served as the framework for the study of cognitive and affective elements that drives satisfaction judgement and the moderator effect of sport motivations. A causal model is tested and the results show that satisfaction is primarily driven by an affective factor (arousal), and the effect of pleasure is not significant. The cognitive element is also important for determining satisfaction and future behavior intentions, and all of the antecedents are independent in the satisfaction process. Sport motivations have a moderating effect on the relationship between disconfirmation and satisfaction. In addition, satisfaction is an emotional evaluation for the highly motivated individuals. Implications for both practical and theoretical research are discussed.
Get full access to this article
View all access options for this article.
References
1.
AndersonE., & SullivanM. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143.
2.
AndersonJ. C., & GerbingD. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
3.
ArnouldA. J., & PriceL. L. (1993). River magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20, 24–45.
BagozziR. P., GopinathM., & NyerP. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206.
6.
BagozziR. P., & HeathertonT. F. (1994). A general approach to representing multifaceted personality constructs: Application to state self-esteem. Structural Equation Modeling, 1(1), 35–67.
7.
BagozziR. P., & YiY. (1988). On the evaluation of structural equation models. Journal of Academy of Marketing Science, 16(1), 74–94.
8.
BentlerP. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107, 238–246.
9.
BignéJ. E., & AndreuL. (2002). Análisis de la satisfacción en la experiencia del consumidor una aplicación en Museos Interactivos. XIV Encuentro de Profesores Universitarios de Marketing, 497–510. Granada (Spain).
10.
BignéJ. E., & AndreuL. (2004). Modelo cognitivo-afectivo de la satisfac-ción en servicios de ocio y turismo. Cuadernos de Economía y Dirección de la Empresa, 21, 89–120.
11.
BloemerJ., & De RuyterK. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499–513.
12.
BollenK. A. (1989). A new incremental fit index for general structural equation models. Sociological Methods and Research, 17, 303–316.
13.
BradyM. K. & CroninJ. J.Jr. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(July), 34–49.
14.
ButtS. D. (1979). Short scales for the measurement of sport motivation. International Journal of Sport Psychology, 10, 203–216.
15.
ChurchillG. A., & SurprenantC. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 14 (August), 304–314.
16.
CohenJ. (1988). Statistical power analysis for the behavioural sciences. Hillsdale N. J.: Erlbaum.
17.
CroninJ. J.Jr., BradyM. K., & HultG. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218.
18.
CroninJ., & TaylorS. (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56(3), 55–68.
19.
DeciE. I., & RyanR. M. (1985). Intrinsic motivations and self-determination in human behaviour. New York: Plenum.
20.
DesbordesM., OhlF., & TribouG. (2001). Estrategias del marketing deporti-vo. Análisis del consumo deportivo. Barcelona: Paidotribo.
21.
ErevellesS. (1998). The role of affect in marketing. Journal of Business Research, 42(3), 199–215.
22.
FornellC., & LarckerD. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 27 (February), 39–50.
23.
GerbingD. W., & AndersonJ. C. (1992). Monte Carlo evaluations of goodness of fit indices for structural equations models. Sociological Methods and Research, 21, 132–160.
24.
HairJ. F., AndersonR. E., TathamR. L., & BlackW. C. (1999). Análisis multivariante. Madrid: Prentice Hall.
25.
HolbrookM. B. (1986). The dramatic side of consumer research: The semiology of consumption symbolism in the arts. In AndersonP. F. & WallendorfM. R. (Eds.), Advances in consumer research, XVI (pp. 237–240). Provo: Association for Consumer Research.
26.
HuL. T., & BentlerP. M. (1999). Cutoff criteria for fit indexes in covari-ance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1–55.
27.
IzardC. E. (1991). The psychology of emotions. New York, NY: Plenum Press.
28.
JamesD. J., & RossS. D. (2002). The motives of sports consumers: A comparison of major and minor league baseball. International Journal of Sport Management, 3, 180–198.
29.
JamesL. R., MulaikS. A., & BrettJ. M. (1982). Causal analysis: Assumptions, models, and data. Beverly Hills: Sage.
30.
JayantiR. (1996). Affective responses towards service providers: Implications for service encounter satisfaction. Health Marketing Quarterly, 4(1), 49–65.
KlineR. B. (1998). Principles and practice of structural equation modelling. New York: The Guilford Press.
33.
KoY. J., & PastoreD. L. (2004). Current issues and conceptualizations of service in the recreational sport industry. Sport Marketing Quarterly, 13, 159–167.
34.
KoelemeijerK., PrevoO., PietersR., & RoestH (1995). Service evaluation process: An investigation into hierarchies-of-effects. Workshop on Quality Management in Services V. Tilburg (The Netherlands).
35.
LiljanderV., & BergenwallM. (1999). Consumption-based emotional responses related to satisfaction. Working Papers, 398. Helsinki, Finland: Swedish School of Economics and Business Administration.
36.
LiljanderV., & StrandvikT. (1997). Emotions in service satisfaction. International Journal of Service Industry Management, 8(2), 148–69.
37.
Luna-ArocasR. (2001) Marketing y deporte: la Escala MODE de motiva-ciones deportivas. Revista Digital-Buenos Aires, 35(April). Retrieved October 11, 2003, from http://www.efdeportes.com/efd35/mode.htm.
38.
Luna-ArocasR., & TangT. L. P. (2005). The use of cluster analysis to segment clients of a sport center in Spain. European Sport Management Quarterly, 5(4), 381–413.
39.
ManoH., & OliverR. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20 (December), 451–466.
40.
MartensM. P., & WebberS. N. (2002). Psychometric properties of the sport motivation scale: An evaluation with college varsity athletes from the U.S. Journal of Sport & Exercise Psychology, 24, 254–270.
41.
MatillaA., & WirtzJ. (2000). The role of preconsumption affect in post-purchase evaluation of services. Psychology & Marketing, 17(7), 587–605.
42.
McDonaldR. P., & MarshH. W. (1990). Choosing a multivariate model: noncentrality and goodness of fit. Psychological Bulletin, 107, 247–255.
43.
MenonK., & DubéL. (2000). Ensuring greater satisfaction by engineering salesperson response to customer emotions. Journal of Retailing, 76(3), 285–307.
44.
MilneG. R., & McDonaldM. A. (1999). Motivations of the sport consumer in sports marketing: Managing the exchange process. In MilneG. R., & McDonaldM. A., (Eds.) Sport marketing: Managing the exchange process (pp. 21–38). Sudbury, MA: Jones and Bartlett Publishers.
MurrayD., & HowatG. (2002). The relationships among service quality, value, satisfaction and future intentions of customers at an Australian sport and leisure centre. Sport Management Review, 5(1), 25–43.
47.
NguyenN., & LeblancG. (1998). The mediating role of corporate image on customers retention decisions: an investigation in financial services. International Journal of Bank Marketing, 16(2), 52–65.
48.
NunnallyJ. C. (1978). Psychometric theory. New York: McGraw-Hill.
49.
NurosisM. J. (1993). SPSS. Chicago, IL: Statistical Data Analysis SPSS Inc.
50.
OglesB. M., & MastersK., S. (2003). A typology of marathon runners based on cluster analysis motivations. Journal of Sport Behaviour, 26(1), 69–85.
51.
OliverR. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing, 17 (November), 460–469.
52.
OliverR. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20 (December), 418–430.
53.
OliverR. L. (1997). Satisfaction: Behavioral A. Perspective on the Customer, New York: McGraw-Hill Companies, Inc.
54.
OliverR. L., RustR. T., & VarkiS. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311–336.
55.
OliverR. L., & WestbrookR. A. (1993). Profiles of consumer emotions and satisfaction in ownership and usage. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 12–27.
56.
RecoursR. A., SouvilleM., & GriffetJ. (2004). Expressed motives for informal and club/association-based sports participations. Journal of Leisure Research, 36(1), 1–22.
57.
RussellJ. A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39 (December), 1161–1178.
58.
RussellJ. A., & PrattG. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38, 311–322.
59.
SanMartín, H., ColladoJ., & RodríguezI. A. (2004). Efecto moderador de la familiaridad, la involucración y la interacción en el proceso de satis-facción del consumidor. XVI Encuentro de Profesores Universitarios de Marketing. Alicante (Spain).
60.
SloanL. R. (1989). The motives of sports fans. In GoldsteinJ. (Ed.), Sports, games, and play: Social and psychological viewpoints (pp.175–240). Hillsdale N. J.: Lawrence Erlbaum Associates.
61.
SprengR. A., & ChiouJ-S. (2002). A cross-cultural assessment of the satisfaction formation process. European Journal of Marketing, 36(7), 829–839.
62.
SteenkampJ. B., & Van TrijpH. C. M. (1991). The use of LISREL in validating marketing constructs. International Journal of Research in Marketing, 8, 283–299.
63.
SteigerJ. H. (1990). Structural model evaluation and modification: An interval estimation approach. Multivariate Behavioral Research, 25, 173–180.
64.
TrailG. T., AndersonD. F., & FinkJ. (2000). A theoretical model of sport spectator consumption behaviour. International Journal of Sport Management, 3, 154–180.
65.
TrailG., & JamesJ. D. (2001). The motivation scale for sport consumption: A comparison of psychometric properties with other sport motivations scales. Journal of Sport Behaviour, 24(1), 108–127.
66.
TriadóX. M., AparicioP., & RimbauE. (1999). Identification of factors of customer satisfaction in municipal sport centres in Barcelona. Some suggestions for satisfaction improvement. Cyber Journal of Sport Marketing, 3(4). Retrieved November 11, 2003, from http://www.aus-port.gov.au/fulltext/1999/cjsm/v3n4/triado34.htm
67.
Van LeeuwenL., QuickS., & DanielK. (2002). The sport spectator satisfaction model: A conceptual framework for understanding the satisfaction of spectators. Sport Management Review, 5, 99–128.
68.
WangC. K. J., & BiddleS. J. H. (2001). Young people's motivational profiles in physical activity: A cluster analysis. Journal of Sport & Exercise Psychology, 23(1), 1–22.
69.
WestbrookR. A. (1987). Product/consumption based affective responses and postpurchase processes. Journal of Marketing Research, 24(August), 258–70.
70.
WestbrookR. A., & OliverR. L. (1981). Developing better measures of consumer satisfaction: Some preliminary results. Advances in Consumer Research, 8, 94–99.
71.
WidamanK. F., & ThompsonJ. S. (2003). On specifying the null model for incremental fit indices in structural equation modelling. Psychological Methods, 8(1), 16–37.
72.
WirtzJ. (1994). The affect literature in psychology-A review for consumer behaviourists. Asian Journal of Marketing, 3, 49–70.
73.
WirtzJ., & BatesonJ. (1999). Consumer satisfaction with services: Integrating the environment perspective in services marketing into the traditional dis-confirmation paradigm. Journal of Business Research, 44, 55–66.
74.
WirtzJ., DoreenK., & KhaiS. L. (2000). Should a firm with a reputation for outstanding service quality offer a service guarantee?Journal of Services Marketing, 14,(6), 502–512.
75.
ZeithamlV. A., BerryL. L., & ParasuramanA. (1996). The behavioural consequences of service quality. Journal of Marketing, 60(April), 31–46.
