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The effect of personality traits on ...

Yu, Hoyeol.

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The effect of personality traits on spectator ratings of service quality and satisfaction.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The effect of personality traits on spectator ratings of service quality and satisfaction./
Author:	Yu, Hoyeol.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2015,
Description:	102 p.
Notes:	Source: Masters Abstracts International, Volume: 54-05.
Contained By:	Masters Abstracts International54-05(E).
Subject:	Sports Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1590302
ISBN:	9781321793895

The effect of personality traits on spectator ratings of service quality and satisfaction.
Yu, Hoyeol.

The effect of personality traits on spectator ratings of service quality and satisfaction. - Ann Arbor : ProQuest Dissertations & Theses, 2015 - 102 p.

Source: Masters Abstracts International, Volume: 54-05.

Thesis (M.S.)--The Florida State University, 2015.

This item is not available from ProQuest Dissertations & Theses.

Spectator sports are one of the largest industries in the United States (Byon, Zhang & Baker, 2013). In this regard, sports marketers and organizations have focused on maintaining or attracting spectators utilizing various promotion methods. However, according to a Sport Business Research Network (SBRnet, 2012) report, the trend of attendance at Division I college football games has declined since 2010. Specifically, the NCAA member schools reported that the average attendance of Division I-FBS decreased from 45, 912 to 44,970 from 2010 to 2012. Due to the fact that attendance at college football games has seen some decline, it has become more important for sports marketers and organizations to better understand factors affecting consumers in order to attract consumers (Byon, Zhang & Baker, 2013).

ISBN: 9781321793895Subjects--Topical Terms:

2122869
Sports Management.

The effect of personality traits on spectator ratings of service quality and satisfaction.
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100 1 $a Yu, Hoyeol. $3 3287685
245 1 4 $a The effect of personality traits on spectator ratings of service quality and satisfaction.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2015
300 $a 102 p.
500 $a Source: Masters Abstracts International, Volume: 54-05.
500 $a Adviser: Jeffrey James.
502 $a Thesis (M.S.)--The Florida State University, 2015.
506 $a This item is not available from ProQuest Dissertations & Theses.
520 $a Spectator sports are one of the largest industries in the United States (Byon, Zhang & Baker, 2013). In this regard, sports marketers and organizations have focused on maintaining or attracting spectators utilizing various promotion methods. However, according to a Sport Business Research Network (SBRnet, 2012) report, the trend of attendance at Division I college football games has declined since 2010. Specifically, the NCAA member schools reported that the average attendance of Division I-FBS decreased from 45, 912 to 44,970 from 2010 to 2012. Due to the fact that attendance at college football games has seen some decline, it has become more important for sports marketers and organizations to better understand factors affecting consumers in order to attract consumers (Byon, Zhang & Baker, 2013).
520 $a Researchers have studied various factors affecting why spectators attend a sporting event (Chen & Rylander, 2008). Yoshida and James (2010) mention that customer satisfaction is one way to assess spectator's intention of revisiting. To predict customer's satisfaction and behavioral intention of revisiting, researchers have examined service quality variables and core product quality variables and found that overall service quality has had a significant influence on both satisfaction and consumers' behavior intentions (Yoshida & James, 2010; Wakefield & Blodgett, 1996). Therefore, it is important for sports organizations and sports marketers to provide good service quality to positively impact spectator satisfaction.
520 $a In addition, scholars have found that spectator satisfaction may vary based on personality traits (Anand, 1977; Barrick & Mount, 1991). John (2003) found that the satisfaction of perceived service quality varied by customer personality traits. John (2003) also suggested that it will be useful to examine what types of personality traits affect perceptions of service quality. In a sport context, Donavan, Carlson and Zimmerman (2005) stated that "individual differences may exist that stem from personality differences" (p. 31). In this sense, they argue that assessment of individual personality traits can be utilized by sports teams and sports managers to influence attendance (Donavan, Carlson & Zimmerman, 2005). Building from the information about individual differences, the proposed study will include a measure of spectators' personality traits to determine if there are differences in ratings of satisfaction with service quality. The main purpose of this study is to examine spectators' personality traits, and customer satisfaction with dimensions of service quality and core product quality.
520 $a The current study was quantitative; paper and pencil questionnaires were used. The instruments in this study were adapted from existing studies. Four hundred questionnaires were distributed to spectators who attended football games at Florida State University. A descriptive analysis was conducted to assess the frequency of age (based on date of birth), gender, race and year in school. I analyzed the data to assess evidence of reliability pertaining to the constructs of interest: service quality, core product quality, and satisfaction. Multivariate analysis of variance (MANOVA) was used to test, and subsequently found, that there were significant differences in ratings of satisfaction, service quality, and core product quality based on the four personality traits. Overall, spectators with Influence and Steadiness as a primary personality traits had a higher mean score of service quality, core product quality, and satisfaction, while spectators characterized by Dominance and Conscientiousness had a lower mean score.
590 $a School code: 0071.
650 4 $a Sports Management. $3 2122869
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