International Journal of Sport Management

Ratings of Service Quality and Satisfaction by Sport Spectators with Different Personality Traits

Ho Yeol Yu, Jeffrey James

Abstract: The present study was conducted to investigate the effect of spectators’ personality traits on perceptions of service quality and satisfaction at sporting events. As such, the primary purpose of this study was to assess whether there were differences in perceptions of overall service quality and global satisfaction depending on spectators’ personality traits. The personality traits examined were dominance, influence, steadiness, and conscientiousness (DiSC). Multivariate analysis of variance (MANOVA) was utilized to assess the perceptions of 352 spectators; there were statistically significant differences in overall service quality perceptions, as well as spectators’ overall satisfaction at sporting events. Insights for understanding differences relative to different personality traits and developing segmentation strategies are provided.

Keywords: personality traits, overall service quality, satisfaction

Citation: Yu, H. Y., & James, J. (2018). Ratings of service quality and satisfaction by sport spectators with different personality traits. International Journal of Sport Management, 19(4), 383-411.

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