Measuring Service Quality in a Traditional Dance Festival and Exploring its Relationship with Consumer Involvement

This paper aimed to develop a model for evaluating service quality in the context of a traditional dance festival. Furthermore, the study aimed to explore if the service quality dimensions can predict spectators’ involvement with the event. One hundred and fifty three spectators of a dance festival that took place in Katerini participated in the study and filled a new service quality scale with 30 items. This scale was developed based on Alexandris et al.’s (2004) and Shonk and Chelladurai’s (2008). Leisure involvement was measured with the three dimensional scale of Kyle et al. (2004). The results of the exploratory factor analysis revealed five dimensions (Facilities, program, cost, outcomes, and accessibility). The results of the regression analysis indicated that the three dimensions of involvement were significantly predicted (p<.01) from the dimensions of service quality. The practical implications of these results are discussed.