«Differences in service quality perceptions, satisfaction and word of mouth communication among participants at mountain running events, based on their involvement level with mountain running.»

«Differences in service quality perceptions, satisfaction and word of mouth communication among participants at mountain running events, based on their involvement level with mountain running.»

Journal of Sport & Recreation Management
Volume 13, Issue 1
2016
Pages: 
50-66
issn: 
1791-6933
«Differences in service quality perceptions, satisfaction and word of mouth communication among participants at mountain running events, based on their involvement level with mountain running.»
Polatidou P., Alexandris K., Balaska P. & Polatidou G.

Τμήμα Επιστήμης Φυσικής Αγωγής & Αθλητισμού, Πανεπιστήμιο Θεσσαλονίκης

2016
Abstract: 

Small scale outdoor events have been rapidly expanding in Greece the past seven years. Small-scale outdoor events can offer much developmental potential at the local hosting communities. The cross examination of the participants behaviors based on their involvement level with the outdoor activity of the event can help create a strategic plan for the further development of outdoor events. The current research aimed a) to classify participants of small scale outdoor events based on their involvement level with the outdoor activity of the event, b) to cross examine the service quality perception,  c) to estimate satisfaction and d) word of mouth communication based on their involvement level. In order to achieve the objectives of the study, data were collected from participants of three mountain running outdoor events held in Greece, with the use of the following questionnaires: The Leisure Involvement questionnaire (Kyle, Graefe, Manning, & Bacon, J., 2004), the Multi-dimensional service quality model (Alexandris, Zahariadis, Tsorbatzoudis & Grouios, 2004 and Shonk & Chelladurai, 2008), a Satisfaction scale (Kouthouris & Alexandris, 2005) and a scale measuring World of mouth (Tsiotsiou & Alexandris, 2009). The construct validity of the Service quality and Involvement questionnaires was tested with confirmatory factor analyses. The results showed three levels of Involvement among the participants: high, medium and low. Low involvement level participants presented differences at satisfaction, word of mouth communication and service quality perception.  Although participants with low involvement presented the lowest mean scores, they scored positive at service quality, satisfaction and word of mouth communication. In conclusion service quality can play a crucial developmental role for small scale outdoor events, as it can attract participants with different involvement levels 

Keywords: 

small scale outdoor event, involvement, satisfaction, word of mouth, outdoor event participation, service quality, trail running

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