Impact of service quality dimensions on spectator satisfaction in football matches in the UK

Abstract

Introduction The aim of this study is to investigate the impact of service quality dimensions on spectator satisfaction in football matches in the UK, focusing on five key dimensions: access, tangibles, reliability, responsiveness, and empathy. With the English Premier League's (EPL) match day and related revenues growing over time, there is a pressing need for sports organisations and marketers to enhance and maintain audience interest, particularly by improving factors under their control, such as event experience—even when the game and the team's performance may not meet fans' expectations. The academic rationale for this research is rooted in the identified gap within existing literature, which has not thoroughly quantified the differential impact of service quality on satisfaction across demographic lines—specifically gender, age group (Millennial versus Generation Z), and income. By addressing this gap, the study's findings aim to provide valuable insights for academics and industry practitioners alike, ensuring the relevance and timeliness of the research in light of recent trends.

Methodology The study used a positivist research philosophy with a deductive approach, employing surveys to gather data from EPL attendees. A five-point Likert scale was used to assess guest satisfaction based on SPORTSERV dimensions. Descriptive statistics, Pearson correlation, regression, and independent sample t-tests were employed as data analysis techniques to analyse the quantitative data, aiming to understand the impact of these dimensions on satisfaction and potentially influenced by demographic factors like gender, age, and income. Convenience and snowball sampling aimed to improve response rates and the generalisability of results, with data analysis based on 107 survey responses.

Results Regression analysis revealed that physical access and responsiveness have a positive significant effect on spectator satisfaction. Independent sample t-tests revealed distinct preferences in spectator satisfaction at English Premier League games across different demographic groups. Men prioritize convenient access more than women, while women are more influenced by tangibles and the responsiveness and empathy of stadium staff. Generation Z values convenient access and service reliability higher than Generation Y, who favour tangible aspects of the stadium experience. Income levels also show variation, with higher earners placing more importance on access and reliability, whereas lower earners are more influenced by the stadium's tangible features. Responsiveness to attendee needs and empathy did not show significant differences in satisfaction levels when comparing high and low earners.

Critical analysis and discussion Convenience of access to the stadium showed a positive and strong relationship with satisfaction. However, tangible aspects of sports venues had an unexpected inverse association with satisfaction, contradicting existing literature that typically emphasises the positive impact of stadium facilities and amenities on the spectator experience. Reliability of service demonstrated a positive correlation with satisfaction but was not statistically significant in regression analysis, suggesting its perceived importance may not directly translate into measurable satisfaction increments. Responsiveness, on the other hand, significantly boosted satisfaction, indicating that swift and effective service is highly valued by spectators. Empathy from staff, while typically a positive influencer in literature, showed a weak inverse association with satisfaction in this study, highlighting a potential divergence in spectator expectations or variations in the perception of empathy within the EPL context.

Demographic breakdowns reveal that women, compared to men, place greater importance on tangibles and the empathetic and responsive nature of staff for their satisfaction. High earners prioritise convenience and reliability of service, reflecting a preference for efficiency, while lower-income spectators are more influenced by tangible aspects of their experience. Age differences indicate that Generation Z values access and service reliability more than Generation Y, who do not significantly distinguish between responsiveness and empathy, suggesting these latter factors are considered baseline expectations across age groups.

Conclusions The study on guest satisfaction at EPL matches revealed that while access to the venue is a crucial factor for enhancing spectator satisfaction, the tangible elements of the stadium experience—contrary to expectations—do not significantly impact satisfaction, suggesting the need for a strategic re-evaluation of their importance. Moreover, while reliability in service is expected, responsiveness of staff significantly boosts spectator satisfaction, though empathy shows a surprising inverse relationship. Demographic variables such as gender, age, and income level also influence satisfaction criteria, indicating a need for tailored service strategies. Consequently, EPL organisations are advised to customise services based on these demographic insights, optimising stadium aesthetics and staff responsiveness for female fans, and offering tiered services to cater to the different preferences of various income levels and age groups, thus enhancing overall satisfaction and fostering greater customer loyalty.