Service Quality and Perceived Value of Sports Events and City Image

Abstract

This study was conducted to investigate the effect of service quality of sports events on perceived value and city image. To this end,  articipants in the national sports event competition in Jeollabuk-do, South Korea, were selected as the population. A survey was conducted with the selected research subjects, and a total of 438 copies were used for the final analysis, excluding insincere responses. The data from the questionnaire were processed using frequency analysis, exploratory factor analysis, reliability verification, correlation analysis, and multiple regression analysis, and the following conclusions were obtained. First, service quality of sports events and perceived value and city image showed positive correlations in all sub-variables.  Second, service quality of sports events showed a partial positive effect on perceived value. In other words, all sub-variables of service quality showed a positive effect on acquired value and emotional value, and physical quality and human quality showed a positive effect on social value.  Third, the service quality of sports events showed a partial positive effect on city image. That is, all sub-variables of service quality had a positive effect on the attractiveness image and dynamic image, and system quality and physical quality had a positive effect on the modern image.