SERVICE QUALITY DIMENSIONS IN SPECTATOR SPORT: ANANALYSIS OF THE TWENTY-TWENTYCRICKETLEAGUEMATCHES IN SOUTH AFRICA

• Main Authors: B. A Mokoena, M. Dhurup
• Format: Article
• Language: English
• Published: Social Sciences Research Society 2017-01-01
• Series: International Journal of Social Sciences and Humanity Studies
• Online Access: http://www.sobiad.org/ejournals/journal_IJSS/arhieves/IJSS_2017_2/b-mokoena.pdf

Since their inception, twenty-twenty (T20) cricket league matches have gainedtremendous popularity and areheralded in South Africa with the potential ofincreasingthespectatorsupport base in cricket. The purpose of this studywastoenhance an understanding of service quality by examining theservice qualitydimensions in T20 cricket events in South Africa. A convenience sample of250T20 cricket spectatorsin the Gauteng provinceofSouth Africa participated in asurveyusingastructuredself-administered questionnaire. The factor analysisprocedure resulted in the extraction of six primarydimensions, namely servicepersonnel, game atmosphere, facility access, facility aesthetics, home team qualityand opposing team characteristics. The model was tested using confirmatory factoranalysis, which showed a good-fit of the data to the model.Among the servicequality dimensions, facility access was rated the most important dimension. Thestudy recommends that managers use the suggested dimensional framework tomeasure service quality in T20 cricket. Managers can also use this framework andmeasurement scale as a diagnostic tool to identify strengths and weaknesses in theirservices, thus providing guidance for potential areas of improvement.