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Spectator satisfaction and the willingness to paymore for a better service.: A case study of the SWC 2015 in Falun.
Dalarna University, School of Technology and Business Studies, Tourism Studies.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Spectator satisfaction consists of the opinion and impressions the spectator developsduring an event. These impressions can be influenced by multiple factors, whereas employeesare seen as the most influential factor towards service quality and thus customer satisfaction.Since the employees’ role is seen as important, it is essential for the organization to hire theright employees for the right positions. However, due to the struggle of finding people whohave the qualities for a certain task, often spots are filled with so called unskilled volunteers.All decisions made by the organization affect the spectator experience. Using the Ski WorldChampionship 2015 in Falun as a case study, the purpose of this study is to investigate andexamine the spectators experience and their willingness to pay more for a better service. Themethod for data collection was an on-site self-complete questionnaire study. During the event,a total of N=893 individuals participated in the study. All respondents were spectators of theraces of the SWC in Falun which was held in February 2015. The spectators were asked to fillout a survey by themselves, that contained questions based on their personal experiences duringthe event. Results show that the event was a success among the spectators as their overallexperience was rated high. The quality service of the paid employees, medal ceremony andshops were determined as influencing factors for this experience. By looking at the spectatorswillingness to pay more for a better service, no human resources, but the overall experience isthe direct influencing factor. Based on these results, it is argued that employees cannot influenceevery aspect of the spectators experience, however paid employees are an effective way toincrease the spectator’s experience. These outcomes might be useful for organizations of megasport events in order to see the importance of the human resources hired. Besides, it could bestarting point for future studies facing topics such as behavioral intentions or studies thatresearch different influencing factors than the ones of this study.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Mega event, spectator experience, customer satisfaction, service quality, human resources, influencing factors.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-18660OAI: oai:DiVA.org:du-18660DiVA: diva2:838642
Available from: 2015-07-01 Created: 2015-07-01

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf