Development and Validation of Service Quality Assessment Tool in Sporting Events: Case Study of I.R. Iran Major Basketball League

Sport and healthy pastime activities in developed countries as significant and effective factors in the development of societies have been observed. The impressive participation of spectators in sporting events has highlighted the significance of service quality assessment. Service quality assessment in sporting events is of great importance. Good services to customers will ensure their return to the sporting events. This study aims to develop and validate a service quality assessment tool for sporting events. Exploratory analysis was used to achieve appropriate statistical results. Qualitative data following quantitative data were collected and analyzed, and through a process the main and essential dimensions of the service quality were selected. In order to statistically survey the internal consistency and structural validity of the tool, it was distributed to 450 spectators of the sporting event of major basketball league in 1395-1396. In doing so, exploratory factor analysis of the original data was conducted using the main components method through the orthogonal rotation. Having passed through qualitative and quantitative stages, the final questionnaire containing 34 questions for the whole factors and sub-factors was designed. This study resulted in the production of an appropriate tool for service quality assessment in sporting events. To assess service quality in sporting events a reliable questionnaire must be used. The questionnairedesigned in this study can be an appropriate tool to assess service quality in sporting events.