Developing a Conceptual Model of Service Quality for eSports

Figures & data

Table 1. Comparison of service quality scales for spectator sports events

Spectator Sport Service Quality Scale	Author(s)	Dimensions
Scale of service quality in professional team sports (TEAMQUAL)	McDonald et al. (1995)	Tangibles
		Responsiveness
		Security
		Empathy
		Reliability
Scale of sportscape service quality for spectator sport	Wakefield et al. (1996)	Facility parking
		Facility esthetics
		Scoreboards
		Seat comfort
		Layout accessibility
		Space application
		Signage
Scale of service quality for professional hockey games	Zhang et al. (1998)	Core function
		Game-support function
Scale of public sports and leisure center quality	Howat et al. (1999)	Personnel
		Core
		Peripheral
Scale of consumer perceptions of service quality at sporting events	Kelley and Turley (2001)	Game experience
		Convenience
		Concessions
		Showtime
		Employee
		Facility access
		Fan comfort
		Price
		Smoking
Scale of spectator’s perceptions of service quality in professional sports (SPORTSERV)	Theodorakis et al. (2001)	Reliability
		Responsiveness
		Access
		Tangibles
		Security
Scale of service quality in the sport spectator satisfaction model	Van Leeuwen et al. (2002)	Core product
		Peripheral product
Three-factor structure for sport service quality	Westerbeek and Shilbury (2003)	Core sport product
		Service coproduction
		Sportscape feature
Scale of service quality in recreational sports (SSQRS)	Ko and Pastore (2004)	Program
		Interaction
		Outcome
		Physical environment
Scale of service quality at action sports event	Tsuji et al. (2007)	Core product
		Peripheral product
Scale of service quality at sporting events	Yoshida and James (2011)	Game atmosphere
		Crowd experience
		Opponent characteristics
		Player performance
		Facility access available
		Seat space
		Frontline employees
Scale of event quality in spectator sports (SEQSS)	Ko et al. (2011)	Game quality
		Augmented service quality
		Interaction quality
		Outcome quality
		Physical environment quality

Figure 1. Proposed measurement model of service quality for eSports event

Table

Competition Quality
Mokoena and Dhurup (2017)	Commentators, hosts and reporters’ professional knowledge
Theodorakis et al. (2013)	Competitiveness of the games
	Games are usually fast and flowing
	High level of play
	Spectacular games
	Players perform well executed plays
	Team plays hard all the time
Further suggested eSports context specific items	In-game camera and replays are able to capture the key moments without distorting the fluency of game display
	Relevant, informative and interesting statistics are shown in the game promptly
Physical Environment Quality
Yoshida and James (2011)	This stadium’s architecture gives it an attractive character
	This stadium is decorated based on an appealing theme
	The walkways are wide enough to handle the crowds
	This stadium provides enough space to handle the crowds
Tsuji et al. (2007)	Ease of entrance
	Spectator viewing locations
	Video screens
	Seating availability
	Event site cleanliness
Further suggested eSports context specific items	The size and location of screens provided in the arena are comfortable to watch
	There are enough screens to deliver the sense of immersion at the event
	There are sufficient rest areas throughout the event
Event Execution Quality
Ko et al. (2011)	The operating hours of the events are convenient
	Game times are convenient
	Up-to-date information is available on events/team
	Information about the event is easy to obtain
	The show combined with the game is entertaining
	The show is just as exciting as the game
	The concessions offer a wide variety of foods
	The quality of food of the concession stands impresses me
Yoshida and James (2011)	The XXX giveaway items are high quality
	The XXX sell an impressive assortment of memorabilia
Suggested eSports context specific items	There are needed breaks throughout the event
	Various themed-merchandise selections of this eSports event are available
	There are no game delays or interruptions due to bad internet connection
	The technology applied at the event creates good atmosphere
Interaction Quality
Foroughi et al. (2014)	I am generally impressed with the other spectators
	Spectators follow rules and regulations
	I feel a sense of family among the fans at the event
	I really enjoy the social interaction in the event
	I have quality time with my friends/family at the event
Phonthanukitithaworn and Sellitto (2018)	I get excited by being with other fans who are cheering, yelling, singing and screaming for their team
	The crowd energy that I feel at games gets me excited
	To hear the crowd cheer is fun
Suggested eSports context specific items	The ambience in the crowd makes me feel deeply involved in the event
	There are tags or topics at the event which I enjoy sharing on my social media account.

McDonald, M., Sutton, W., & Milne, G. (1995). TEAMQUAL: Measuring service quality in professional sports. Sport Marketing Quarterly, 4(2), 9–15.

 Google Scholar

Wakefield, K., Blodgett, J., & Sloan, H. (1996). Measurement and management of the sportscape. Journal of Sports Management, 10(3), 15–31. https://doi.org/https://doi.org/10.1123/jsm.10.1.15

 Web of Science ®Google Scholar

Zhang, J., Smith, D., Pease, D., & Lam, E. (1998). Dimensions of spectator satisfaction toward support programs of professional hockey games. International Sports Journal, 2(2), 1–17.

 Google Scholar

Howat, G., Murray, D., & Crilly, G. (1999). The relationship between service problems and perceptions of service quality, satisfaction, and behavioral intentions of Australian public sports and leisure customers. Journal of Park and Recreation Administration, 17(2), 42–64.

 Google Scholar

Kelley, S., & Turley, L. (2001). Consumer perceptions of service quality attributes at sporting events. Journal of Business Research, 54(2), 161–166. https://doi.org/https://doi.org/10.1016/S0148-2963(99)00084-3

 Web of Science ®Google Scholar

Theodorakis, N., Kambitsis, C., Laios, A., & Koustelios, A. (2001). Relationship between measures of service quality and satisfaction of spectators in professional sport. Managing Service Quality, 11(6), 431–438. https://doi.org/https://doi.org/10.1108/09604520110410638

 Google Scholar

Van Leeuwen, L., Quick, S., & Daniel, K. (2002). The sport spectator satisfaction model: A conceptual framework for understanding the satisfaction of spectators. Sport Management Review, 5(2), 99–128. https://doi.org/https://doi.org/10.1016/S1441-3523(02)70063-6

 Google Scholar

Westerbeek, H., & Shilbury, D. (2003). A conceptual model for sport services marketing research: Integrating quality, value and satisfaction. International Journal of Sports Marketing and Sponsorship, 5(1), 11–31. https://doi.org/https://doi.org/10.1108/IJSMS-05-01-2003-B002

 Google Scholar

Ko, Y., & Pastore, D. (2004). Current issues and conceptualizations of service quality in the recreation sport industry. Sport Marketing Quarterly, 13(2), 158–166.

 Google Scholar

Tsuji, Y., Bennett, G., & Zhang, J. (2007). Consumer satisfaction with an action sports event. Sport Marketing, Quarterly, 16(4), 199–208.

 Google Scholar

Yoshida, M., & James, J. (2011). Service quality at sporting events: Is aesthetic quality a missing dimension? Sport Management Review, 14(1), 13–24. https://doi.org/https://doi.org/10.1016/j.smr.2009.06.002

 Web of Science ®Google Scholar

Ko, Y., Zhang, J., Cattani, K., & Pastore, D. (2011). Assessment of event quality in major spectator sports. Managing Service Quality, 21(3), 304–322. https://doi.org/https://doi.org/10.1108/09604521111127983

 Web of Science ®Google Scholar

Mokoena, B., & Dhurup, M. (2017). Service quality dimensions in spectator sport: An analysis of the twenty-twenty cricket league matches in South Africa. International Journal of Social Sciences and Humanity Studies, 9(2), 17–33.

 Google Scholar

Theodorakis, N., Alexandris, K., Tsigilis, N., & Karvounis, S. (2013). Predicting spectators’ behavioural intentions in professional football: The role of satisfaction and service quality. Sport Management Review, 16(1), 85–96. https://doi.org/https://doi.org/10.1016/j.smr.2012.05.004

 Web of Science ®Google Scholar

Foroughi, B., Shah, K., Nikbin, D., & Hyun, S. (2014). The impact of event quality on fan satisfaction and game attendance in the context of professional soccer in Iran. International Journal of Sports Marketing & Sponsorship, 15(3), 40–58. https://doi.org/https://doi.org/10.1108/IJSMS-15-03-2014-B005

 Web of Science ®Google Scholar

Phonthanukitithaworn, C., & Sellitto, C. (2018). Perceptions of service quality at football stadiums: Influence on fans’ intention to attend future games. Managing Sport and Leisure, 23(3), 204–224. https://doi.org/https://doi.org/10.1080/23750472.2018.1544850

 Web of Science ®Google Scholar