Assessment of Event Quality in Major Spectator Sports: Single-Item Measures

Abstract

The purpose of this study was to develop measurement scale of event quality in spectator sports - single-item measures (SEQSS-SIM). The reliability and validity of single item measures developed in the current study were tested using the responses from 220 spectators of a Major League Baseball game. Both exploratory and confirmatory factor analysis were conducted along with structural equation modeling. The results indicate that single item measures fairly represent 11 key aspects of sport events. Although scholars addressed the usefulness and necessity of single item measures, this approach has not been explored in the sport event context. Therefore, the current study will contribute methodologically to the measurement of event quality by offering a parsimonious and psychometrically sound scale to measure spectators’ perceived sport event quality. Event managers can use the single-item measures as a convenient diagnostic tool to evaluate spectators’ quality perceptions in an efficient and effective manner.

Keywords:

• Event quality
• sport
• single item
• measurement scale
• reliability
• validity

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Yong Jae Ko

Yong Jae Ko is a professor in the Department of Sport Management at the University of Florida. His areas of interest are sport consumer behavior and service marketing.

Hyungil H. Kwon

Hyungil H. Kwon is a professor in the Department of Physical Education at ChungAng University in South Korea. His areas of interest are sport consumer behavior and sport organization.

Taeho Kim

Taeho Kim is an assistant professor in the Department of Leadership, School Counseling & Sport Management at University of North Florida. His areas of interest are sport consumer behavior and service marketing.

Chanmin Park

Chanmin Park is an associate professor in the Department of Kinesiology at Inha University. His areas of interest are sport risk and donor behavior.

Kangyoung Song

Kangyoung Song is a professor in the Department of Leisure at the Dongseo University in South Korea. His areas of interest are leisure and sport consumer behavior.