Pedro Ferreira & André Vieira (eds)

Back to Basics:

consumer-centric marketing or

target-centric marketing

International Conference on Marketing & Consumer Behaviour – 2013 Back to Basics: consumer-centric marketing or target-centric marketing

Porto, 16-17 May 2013

Title: Back to Basics: consumer-centric marketing or target-centric marketing

1st Edition: July, 2013

Editors: Pedro Ferreira, André Vieira

Edition and Property: Edições IPAM

Av. Boavista, 1102, 1ºDto

4000 - 113 Porto, Portugal

Design: André Vieira

ISBN: 978-989-98442-4-7

All rights reserved

The contents of the papers are the sole responsibility of their respective authors

ORGANIZING COMMITTEE MEMBERS

Conference Manager

Pedro Ferreira

Themes Supervisor

Irina Saur-Amaral

Submissions Coordinator

André Vieira

Conference Secretariat Supervisor

Diana Barradas

SCIENTIFIC COMMITTEE

Name Affiliation

Angel Herrero Crespo Universidad de Cantabria, Spain

Carlos Melo Brito Universidade do Porto, Portugal

Cláudia Simões UM, Portugal

Daniel Sá IPAM – The Marketing School, Portugal

Elisa Alen González Universidade de Vigo, Spain

Elizabeth Real Universidade Lusíada de VNF, Portugal

Ferrão Filipe IPAM – The Marketing School, Portugal

Helena Alves UBI, Portugal

João Leitão IST, Portugal

Luísa Agante Universidade Nova de Lisboa, Portugal

Maria José Silva UBI, Portugal

Maria Teresa Heath University of Nottingham, UK

Miguel Martin D’Ávila Universidad Complutense de Madrid, Spain

Osmud Rahman School of Fashion, Ryerson University, Canada

Paula Vicente ISCTE, Portugal

Raquel Reis Universidade Lusíada de VNF, Portugal

Vanessa Apaolaza Ibáñez Universidad del País Vasco, Spain

REVIEWERS

Name Affiliation

Adriana Brambilla

UFPB-Brasil

Adrienne Steffen

Hochschule für Internationales Management Heidelberg

Alicia Blanco

Universidade Rey Juan Carlos

Angel Herrero Crespo

Universidad de Cantabria

Aruna Mesquita e Noronha

S.S.Dempo College of Commerce and Economics

Bruno Sousa

Universidade do Minho / IPCA

Carmen Marques

Universidade de Aveiro

Cigdem Sahin

Okan University

Cláudia Carvalho

Universidade Portucalense

Cláudia Simões

Universidade do Minho

Conceição Santos

ISCTE-IUL

Daniel Sá

IPAM - The Marketing School

Danilo de Oliveira Sampaio

Universidade Federal de Juiz de Fora/UFJF/Brasil

Elídio Vanzella

ESTÁCIO E ENSINE

Elisa Alen González

Universidade de Vigo

Elizabeth Real

Universidade Lusíada

Emine Özen OKAT ÖZDEM

Ege University Faculty of Communication

Helena Alves

Universidade da Beira Interior

Ilham Uludag

Yalova University

Inês Veiga Pereira

ISCAP

Irina Saur-Amaral

IPAM - The Marketing School

Isabell Koinig

Alpen-Adria University of Klagenfurt

Ivonne Serna

Ryerson University

João Leitão

Instituto Superior Técnico

Jolanta Tkaczyk

Akademia Leona Koźmińskiego

Jorge Marques

Faculdade de Economia da Universidade de Coimbra

Kalender Özcan ATILGAN

University of Mersin

Luísa Agante

Universidade Nova de Lisboa

Maria Fátima Salgueiro

ISCTE-IUL

Marek Prymon

University of Economics, Wrocław

Margarida Cardoso

ISCTE-IUL

Maria José Silva

Universidade da Beira Interior

Maria Puelles

Universidade Complutense

Mark Ng

Hong Kong Shue Yan University

Martín Dávila

IPAM - The Marketing School

Nagy Katalin

University of Miskolc, Faculty of Economics

Name Affiliation

Osmud Rahman School of Fashion, Ryerson University

Özgür Atilgan

Istanbul Kultur University

Paula Odete

Instituto Politécnico de Bragança

Paula Vicente

ISCTE-IUL

Pedro Ferreira

IPAM - The Marketing School

Pedro Mendes

IPAM - The Marketing School

Peter Atorough

Robert Gordon University Aberdeen

Raquel Meneses

Universidade do Porto (Faculdade de Economia)

Raquel Reis

Universidade Lusíada de VNF

Ricardo Correia

Instituto Politécnico de Bragança

Rosa Conde

IPAM - The Marketing School

Rui Pascoal

Faculdade de Economia da Universidade de Coimbra

Sally McKechnie

Nottingham University Business School

Sandra Filipe

Universidade de Aveiro

Sara Neves

Faculdade de Economia da UP

Serap ÇABUK

University of Cukurova

Sérgio Dominique

IPCA

Silvia Faria

IPAM - The Marketing School

Susana Marques

ISAG - Instituto Superior de Administração e Gestão

Susana Romero

Universidade Rey Juan Carlos

Teresa Pereira Heath

Nottingham University Business School

Ugur Bakir

Ege Üniversitesi

Vanessa Apaolaza Ibáñez

Universidad del País Vasco

Verónica Rosendo

Colégio de Estudos Financeiros

Back to Basics: consumer-centric marketing or target-centric marketing

IPAM – The Marketing School

Porto

16-17 May 2013

CONFERENCE PROCEEDINGS

Back to Basics: consumer-centric marketing or target-centric marketing

Groups of consumers have been the main focus of marketing activity. As an example, the basic idea behind

segmentation, one of the most important marketing processes, is that consumers are not all alike. They have

different characteristics and lifestyles, which calls for the need to group them (and the market they

represent for a respective good) in homogeneous segments so that marketing actions can be better targeted

and obtain more effective results. We may call this type of marketing, target-centric marketing.

More recently there has been a growing concern with the consumer as an individual. Expressions such as

“personalization”, “relationship marketing”, and “co-creation” among others have gained considerable

attention from researchers and practitioners. The assumption that “consumers are not alike” takes a step

further and consumers are seen as human beings with very specific needs and desires, almost unique or

unrepeatable. Each consumer should feel that the marketing action targeted to reach him/her was designed

specifically for him/her. This may be called consumer-centric marketing.

These two approaches have significant (and different) impacts on marketing practices and marketing

management.

In target-centric marketing, approaching consumers as a “market” means that companies need to look for

characteristics that group consumers and try to know them very well, as a group. In this context, operational

marketing tasks are directed to an “anonymous” mass, although a targeted one.

In consumer-centric marketing, seeing consumers as unique human beings, whose specific needs and desires

need to be fulfilled, demands for a different, more “surgical” approach, even in more operational marketing

tasks.

Although the latter is gaining supporters, the operational support is much more demanding in terms of

processes, human and even financial resources, leaving it difficult for companies to being capable of

implementing such a marketing philosophy.

This duality was the main focus of our conference as it rises very important questions still unanswered that

we invited participants to address.

Pedro Ferreira & André Vieira (Editors)

8

Summary

SESSION 1 ........................................................................................................................................................................................................ 11

MODELING BRAND EQUITY IN RETAIL BANKING THROUGH COGNITION AND EMOTION...................................................................................12 SOME ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS IN BUILDING BRAND EQUITY...................................................................24 PERCEPTION OF SOURCES OF BRAND VALUE TAP PORTUGAL BY THE PERSPECTIVE OF ITS USERS ...............................................................................30

SESSION 2 ........................................................................................................................................................................................................ 43

USING THE EYE TRACKING FOR ANALYSIS OF PREFERENCE FOR VEHICLES......................................................................................................44 ANALYSIS OF THE USAGE AND ATTITUDES OF PAYMENT CARDS USERS IN BOSNIA AND HERZEGOVINA .........................................................55 COMÉRCIO ELETRÔNICO: PERFIL DO CONSUMIDOR DE BELO HORIZONTE/BRASIL QUE REALIZA COMPRAS ONLINE .....................................68 THE EFFECTS OF REVENUE MANAGEMENT STRATEGIES IN CONSUMERS BEHAVIOUR .....................................................................................79

SESSION 3 ........................................................................................................................................................................................................ 89

INTENT TO PURCHASE AND CONSUMPTION OF ORGANIC FOOD IN BRAZIL ....................................................................................................90 RECENT TRENDS IN CONSUMER BEHAVIOR CONCERNING FOODS WITH HEALTH BENEFITS IN RUSSIA .................................................... 104 THE IMPORTANCE OF COUNTRY OF ORIGIN (COO) ON CONSUMERS PREFERENCE: STUDY ON PACKAGED BUTTER IN THE FOOD MARKET OF

AZERBAIJAN .................................................................................................................................................................................................. 115

SESSION 4 ..................................................................................................................................................................................................... 125

DETERMINANTS FOR PURCHASES OF AGRICULTURAL PESTICIDES: A STUDY ON THE BUYING BEHAVIOR OF RURAL PRODUCER OF COFFEE IN

BRAZIL .......................................................................................................................................................................................................... 126 MOBILE PHONE SURVEYS TO MEASURE CONSUMER BEHAVIOR: EFFECTS ON DATA QUALITY ...................................................................... 140 COMPETING RESEARCH METHODS: WHAT’S BEHIND IT? ............................................................................................................................ 147

SESSION 5 ..................................................................................................................................................................................................... 157

MARKETING IN PUBLIC SERVICES: THE CITIZEN SERVICE POINTS IN PORTUGAL....................................................................................... 158 AVALIAÇÃO DA QUALIDADE DOS SERVIÇOS EM UMA ORGANIZAÇÃO PÚBLICA BRASILEIRA ........................................................................ 170 TERRITORIAL MARKETING: A KEY CONCEPT FOR THE PLANNING AND MANAGEMENT OF CITIES ................................................................ 181

SESSION 6 ..................................................................................................................................................................................................... 193

EVALUATING THE USE OF AVATARS AS SOCIABILITY FACTOR IN E-COMMERCE........................................................................................... 194 INFLUENCES OF SOCIAL MEDIA MARKETING ON PRE-ADULT CONSUMERS.................................................................................................... 208 CONSUMERS’ MOTIVATIONS AND ATTITUDE TOWARD THE USE OF SOCIAL MEDIA MARKETING IN HONG KONG......................................... 220

SESSION 7 ..................................................................................................................................................................................................... 232

MODELING ELECTRONIC AND TOTAL COMMERCE BY INNOVATION DIFFUSION GROWTH MODELS ............................................................... 233 INNOVATION, DYNAMIC CAPABILITIES AND PERFORMANCE IN EXPORT MARKETS ....................................................................................... 240 AN ANALYSIS OF THE DECISION STRUCTURE FOR FOOD INNOVATION ON THE BASIS OF CONSUMER AGE................................................. 255 MARKETING EVALUATION APPROACH IN THE HUNGARIAN MIDDLE-SIZED AND LARGE COMPANIES........................................................... 269

SESSION 8 ..................................................................................................................................................................................................... 283

SOCIAL RESPONSIBILITY CAMPAIGNS AND CONSUMER-CENTRIC MARKETING, ARE THEY IN COHESION? THE PRACTICES OF TOP TEN

ORGANIZATIONS IN TURKEY......................................................................................................................................................................... 284 A MULTI-STAGE STUDY TO MEASURE CUSTOMER PERCEPTIONS OF CSR ..................................................................................................... 296 ROLE OF PRICE OFFER FAIRNESS IN WILLINGNESS TO PAY FOR ENVIRONMENTALLY FRIENDLY PRODUCTS ................................................ 308 BENEFITS AND MOTIVATIONS FOR COMPANIES TO IMPLEMENT SOCIALLY RESPONSIBLE PRACTICES.......................................................... 317

SESSION 9 ..................................................................................................................................................................................................... 326

UNDERSTANDING CROSS-BORDER TOURIST REGIONS: A PRELIMINARY APPROACH TO THE CONSUMER PERSPECTIVE ............................... 327 TERRORISM AND INTERNATIONAL TOURISTS .............................................................................................................................................. 334 THE CHOICE OF THE UNIVERSITY ABROAD: A CONCEPTUAL MODEL.......................................................................................................... 342

9

THE IMPACT OF LOW COST AIRLINES ON TOURISM DEVELOPMENT ............................................................................................................ 352

SESSION 10 .................................................................................................................................................................................................. 361

THE ELDERLY GO THE GYM: A LOOK AT MARKETING .................................................................................................................................... 362 THE "MADE IN PORTUGAL" CONSUMPTION AND COUNTRY-OF-ORIGIN (C.O.O.) PERCEPTION IN THE CONTEXT OF CRISIS AND AUSTERITY371 CUSTOMER RESPONSE TO MESSAGE FRAMING IN CAUSE RELATED MARKETING ....................................................................................... 394

SESSION 11 .................................................................................................................................................................................................. 404

O QUE TEM SE FALADO POR AÍ SOBRE MARKETING INTERNO? UM ESTUDO SOBRE A PRODUÇÃO BRASILEIRA NA ÁREA.............................. 405 CONSUMER BEHAVIOUR, CONSUMPTION AND SYMBOLISM: A THEORETICAL DEVELOPMENT ..................................................................... 419 SOCIAL SUPPORT EXPECTATIONS FROM HEALTH CARE SYSTEMS- ANTECEDENTS AND EMOTIONS........................................................... 430

SESSION 12 .................................................................................................................................................................................................. 439

REVITALIZATION OF OUTSIDE COMMERCIAL AREAS AS STRATEGY TO ATTRACT CONSUMERS AND GET COMPETITIVENESS........................ 440 THE APPLICATION OF MARKET BASKET ANALYSIS TO A FASHION RETAILER............................................................................................ 449 CONSUMER BEHAVIOR IN RETAIL: ONLINE AND OFFLINE – WHAT IS THE FUTURE? .................................................................................... 458

SESSION 13 .................................................................................................................................................................................................. 475

THE LEVEL OF TECHNOLOGY ON SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT.................................................................................. 476 HOW ONLINE FASHION VIDEOS AFFECT CONSUMERS’ PERCEPTION OF BRANDS – EYE TRACKING EXPLORATORY STUDY ...................... 490 THE INFLUENCE OF EWOM GENERATED BY THE REFERENCE GROUPS ON FACEBOOK, IN PORTUGAL. ....................................................... 500

SESSION 14 .................................................................................................................................................................................................. 511

ATRIBUTOS INFLUENCIADORES DA ESCOLHA POR VEÍCULOS: ASPECTOS EXPERIENCIAIS E SIMBÓLICOS ..................................................... 512 THE OTHER CUSTOMER’S PRESENCE IN THE SHOPPING EXPERIENCE: A CONCEPTUAL APPROACH .......................................................... 524 EXPERIENCE MARKETING AND HOSPITALITY INDUSTRY: SOCIAL MEDIA AS A TOOL TO ENHANCE CUSTOMER EXPERIENCE........................ 535

SESSION 15 .................................................................................................................................................................................................. 543

DRIVERS OF INNOVATION UNDER TURBULENT TIMES IN THE HOTEL INDUSTRY.......................................................................................... 544 INDIVIDUAL AND SOCIAL MARKETING IN CULTURAL ROUTES OPERATION................................................................................................. 561 HOW TO MEASURE BRAND PERSONALITY OF A NATURE-BASED TOURIST DESTINATION ......................................................................... 573 SERVICE QUALITY MEASUREMENT IN THERMAL SPAS’ TOURISM ............................................................................................................... 581

SESSION 16 .................................................................................................................................................................................................. 593

A IMPORTÂNCIA RELATIVA DA EMOÇÃO E DA RAZÃO NO PROCESSO DE TOMADA DE DECISÃO DO CONSUMIDOR......................................... 594 HEDONIC CONSUMPTION AND DEPRESSED MOOD: HOW DOES DEPRESSION INFLUENCE CONSUMER BEHAVIOR? .................................. 608 MAIN DRIVERS FOR PURCHASE DECISION IN THE PHARMACEUTICAL MARKET FOR MANDATORY PRESCRIPTION DRUGS ....................... 616 THE INFLUENCE OF ETHNOCENTRICITY IN PURCHASE BEHAVIOR AND ETHNOCENTRIC ATTITUDES ........................................................... 632

SESSION 17 .................................................................................................................................................................................................. 639

RECEPTIVITY TO ADVERTISING IN SOCIAL NETWORKS: AN EMPIRICAL REPLICATION WITH PORTUGUESE USERS....................................... 640 A STUDY OF FASHION MOBILE MARKETING FROM THE USERS’ PERSPECTIVE ........................................................................................... 651 INTERNET AND CONSUMER EMPOWERMENT: THE ROLE OF DECISION AIDS AND SOCIAL MEDIA ................................................................. 663

SESSION 18 .................................................................................................................................................................................................. 674

STANDARDIZATION VS. LOCALIZATION OF PHARMACEUTICAL ADS: EVIDENCE FROM GERMANY/AUSTRIA AND THE UNITED STATES .... 675 LIMITS TO TRANSPARENCY IN CORPORATE COMMUNICATION: A REFLECTION ON NEED TO EMBRACE SACRED IN SECULAR SPACE OF B-

SCHOOLS ....................................................................................................................................................................................................... 691 LOCATION BASED SALES PROMOTION STRATEGIES..................................................................................................................................... 697 SEX AND THE CITY AND BRANDS. AN EXPLORATORY STUDY OF THE EFFECTS OF PRODUCT PLACEMENT IN YOUNG PORTUGUESE VIEWERS709

SESSION 19 .................................................................................................................................................................................................. 721

MARKETING STRATEGY AND THE FLOWERS TRADE WITH PORTUGAL ........................................................................................................ 722 THE MARKETING PLAN IN THE WINE PRODUCING COMPANIES IN PORTUGAL .............................................................................................. 734

10

INFLUENCIA DE LAS ORIENTACIONES DE LA EMPRESA EN EL DESEMPEÑO DEL VENDEDOR DE PRODUCTOS FINANCIEROS ...................... 745 DEVELOING A MODEL OF SUPERIOR MARKETING STRATEGY TO SUSTAINED COMPETITIVENESS AND BUSINESS SUCCESS ...................... 756

SESSION 20 .................................................................................................................................................................................................. 772

COSTUMER’S VIEWS ON FOOD SAFETY IN FOOD SERVICES: A BRAZILIAN STUDY .......................................................................................... 773 THE EFFECT OF SERVICE CONTEXT IN CONSUMER RELATIONSHIP PRONENESS AND BEHAVIOR ............................................................... 785 THE ROLE OF OPERATIONS MANAGEMENT AND MARKETING IN THE PLANNING OF VENDING MACHINES ............................................... 795

SESSION 21 .................................................................................................................................................................................................. 803

THE EFFECT OF SERVICESCAPE ON CUSTOMER PERCEIVED QUALITY, SATISFACTION AND DESIRE TO RETURN TO A SPORTS SERVICE: THE

ESTÁDIO DO DRAGÃO (DRAGON STADIUM) CASE........................................................................................................................................ 804 A INFLUÊNCIA DO PATROCÍNIO NO COMPORTAMENTO DOS ADEPTOS: O CASO DO FUTEBOL PROFISSIONAL PORTUGUÊS........................ 817 THE DILLEMAS OF STARTUPS IN THE CREATIVE INDUSTRIES- TENSION BETWEEN ARTISTIC AND MARKET GOALS ..................................... 839

804

The Effect of Servicescape on Customer

Perceived Quality, Satisfaction and Desire to

Return to a Sports Service: the Estádio do

Dragão (Dragon Stadium) Case Servicescape, Services, Sport Services, Service Quality, Customer Satisfaction, Customer Retention.

Sara Neves, Faculty of Economics - University of Porto, saralcneves@gmail.com

Teresa Fernandes, Faculty of Economics - University of Porto, tfernandes@fep.up.pt

Abstract

Purpose: The literature suggests that the desire to return to a service provider is a function of customer satisfaction with

the servicescape (Bateson and Hui, 1992). The present investigation is based on the work of Wakefield and Blodgett

(1996), and proposes to measure the weight of the servicescape variables of the Dragon Stadium in perceived quality by

the spectators of Futebol Clube Porto. It also aims to assess its influence on satisfaction, and the desire of returning to the

stadium in the future in order to attend soccer games.

Methodology: 368 questionnaires were collected in a match from the Portuguese Soccer League (season 2011/12). Data

analysis was initiated with a descriptive analysis of the different variables. After a Factor Analysis, by the method of

Principal Component Analysis, we were able to confirm all the five servicescape factors originally envisaged, in particular,

Layout Accessibility, Facility Aesthetics, Seating Comfort, Cleanliness and Electronic Equi pment. Hypotheses were tested

through Linear Regression Analysis.

Findings: The three hypotheses were confirmed empirically. The Multiple Linear Regression Analysis showed that the five

dimensions of servicescape influence the customer perceived quality. The Comfort and Layout Accessibility are the two

factors that best explain the variance in the model, followed by Cleaning and Electronic Equipment, and finally Facility

Aesthetics. A Simple Linear Regression Analysis demonstrated a relationship between Customer Perceived Quality, and the

dependent variable, Customer Satisfaction. Finally, using Pearson Correlation, it was possible to confirm the third

hypothesis: the spectators' satisfaction influence their desire to return to Dragon Stadium.

1. Introduction

Sport organizations are facing intense competition, not only from other sports but also from a wide range of other leisure

services (Shilbury and Westerbeek, 1996). Thus, it is true to say that sports organizations should strive for customers’

preference (Greenwell, 2001). It is also true that sports organizations realized that the game can also be played outside the

‘four lines’, meaning their attention is now focused on the implementation of strategies that increase the attendance of

spectators in their sports venues. This seems an easy problem to solve, however to increase spectator presence in the

games and hold their attention is a hard task. Especially, and as Kennett et al. (2001) pointed out, because the sporting

events have several dimensions beyond the managers’ control, in particular, the players’ performance, the presence of

certain star players, the outcome of the game, the quality of the teams, and even the quality of the game itself (Kelly and

Turley, 2001),

Since sport managers have little or no control over core service, they can have an influence on the supplementary

elements. This way, since the place of consumption has a strong impact on customer perceptions regarding the service

805

experience (Bitner, 1992), sport managers are able to work with some environmental dimensions in order to manage the

service encounter the way they desire.

Since games are largely dependent on the physical environment it is crucial to manage audience perceptions about the

quality of the service, trying to understand the extent to which these same perceptions affect the spectator’s satisfaction

and behaviour, including their repatronage intention.

2. Literature Review

Service intangibility and Service Cues

Berry (1980) defines services as actions, efforts or performances, distinguishing them from goods, as they are articles,

materials, objects or things. At first, services are considered intangible, since they can not be viewed, touched or even

tasted (Kandampully, 2002). The intangility is considered to be the main distinguishing characteristic between services

and goods (MacKay and Crompton, 1988).

In short, given service intangibility, customer trust is often supported on visible and tangible cues (Zeithaml et al., 1985) .

This tangible evidence may eventually affect the evaluation that a customer does of the service encounter, given that the

physical environment offers a "visual metaphor of the total supply of an organization," by the proposal "of the potential

usage and quality of service" (Bitner, 1992).

The fact that the services do not possess a physical form does not restrict the ability of the customers to understand the

service by itself, since they are able to apprehend certain tangible evidence and to associate them with the service in

question. Véronique Aubert-Gamet (1997) compares the tangible evidence to "cues" for the “invisible” service, and those

cues will form the customers’ expectations (Bebko, 2000).

Servicescape

Throughout time, several researchers have used various terms to indicate ‘environment’. It is commonly accepted that the

term "environment" was first used in 1973 by Philip Kotler in his article "Atmospheric as a Marketing Tool" in which the

author defines it as the conscious design of the space in order to create certain emotions on the customer and thereby lead

to an increased likelihood of purchase. However, servicescape, is the term more commonly known, and was defined as "the

environment in which the service is assembled and where the seller and the customer interact, in combinati on with the

tangible products that facilitate the performance or communication of the service" (Bitner, 1992). The word was

introduced in literature by Mary Jo Bitner in 1992 and was the result of the union of two English words - service - and -

landscape, used to describe the artificial setting of the surrounding facilities’ services.

The servicescape influences the customers' perceptions, it provides clues throughout the meeting, it creates memories in

the mind of the customer (Bitner, 1990; Reimer and Kuehn, 2005); and it may serve to create expectations about the price

and quality of the service (Bebko et al., 2006). The servicescape can also entertain or distract the customer, thereby

influencing their sense of time (Baker and Cameron, 1996; Berry et al., 2006) and have an effect on the evaluation of

intangible aspects such as trust and empathy (Reimer and Kuehn, 2005).

Besides the impact on customer perceptions, the servicescape is also capable of persuading spectator behaviour. Therefore

it creates emotions and changes the state of mind through the sensory qualities of the environment (Baker and Cameron,

1996; Le Bel, 2005; Berry et al., 2006); influencing personal interactions among customers and between them and the

employees (Le Bel 2005), and affecting future intentions of repatronage (Carbone and Haeckel, 1994; Berry et al., 2006).

Quality, Satisfaction and Repatronage Intention

Chelladurai and Chang (2000) define quality as the ability to delight customers and to satisfy their needs. However, it i s

known that the supply of services involves human perceptions and expectations, making thereby the definition and

measurement of their quality into a complex and difficult task (Brady and Cronin, 2001). The most common definition of

quality relates it to the perception that the customer has of the excellence of the service (Parasuraman et al., 1988) and its

relative performance superiority (Grönroos, 1982). This definition is based on a comparison between the quality of service

perceived prior to consumption and the perception of performance after service delivery (Parasuraman et al., 1985;

Grönroos, 1982).

806

Oliver (1997) argues that satisfaction is a customer response. It is the evaluation of a feature of the product or service, o r

the product or service itself, which provided (and continues to provide) a level of enjoyment related to the exercise of their

functions (Oliver, 1997). This way, satisfaction is the mediator in the relationship between perceived service quality and

the company performance (Fornell, 1992). Customer satisfaction is a post-purchase phenomenon that portrays how much

the customer likes or dislikes the service (Churchill and Surprenant, 1982), thus being an attitude that results from a

comparison between expectations and the perceived performance of the service (Oliver, 1980).

Meanwhile, expectations are the needs or desires of the customers, based on what they feel should receive, which

naturally, varies from customer to customer. The perceptions are beliefs and opinions of the custom er of the service

received. The judgment of customer satisfaction or dissatisfaction depends on how customers perceive the result obtained

when compared with what they expected to receive (Millan and Esteban, 2004). Burns et al. (2003) describe the

Disconfirmation as the event when perceived performance is lower than expectations. Confirmation, in turn, is when the

perceived performance is greater than expectations. It is more likely that the customer will be satisfied when there is

Confirmation (Rust et al., 1995), and a satisfied customer with multiple service encounters will in the long term develop a

positive perception of the overall quality of the company (Parasuraman et al. 1988).

3. Research Framework and Methodology

The present investigation is based on the work of Wakefield and Blodgett (1996), and proposes to measure the weight of

the servicescape variables of the Dragon Stadium in perceived quality of the viewers of Futebol Clube Porto. It also aims to

assess its influence on satisfaction, and the desire of returning to the stadium in the future in order to attend soccer games.

According to literature review, we propose the following research framework and hypothesis (Fig. 1):

Figure 1: Hypothesized model.

Layout Accessibility refers to the way in which furnishings and equipment, service areas, and hallways are organized

(Bitner, 1992). An effective layout will provide an easy entry and exit, and will make ancillary service areas such as

concessions, restrooms, and souvenir stands easier to get into (Wakefield e Blodgett, 1996). The Facility Aesthetics refer to

the design of the interior and its decoration, elements that contribute to the attractiveness of the servicescape. Customers

tend to evaluate the attractiveness of the place when they approach it, even outside of it. Once inside, customers of leisure

services spend hours examining (consciously and unconsciously) the interior of the facility (Wakefield and Blodgett,

1994).

SERVICESCAPE DIMENSIONS

807

The third factor, Seating Comfort, is associated with the degree of physical comfort. This factor, as a servicescape

dimension, represents a nonverbal communication between the customer and the servicescape (Lam et al., 2011) and is

particularly relevant to those customers who remain seated for a long number of hours (Wakefield and Blodgett, 1996).

On the other hand, Electronic Equipment can be used to improve the customer experience. High quality scoreboards

projecting instant replays scores, information about players, etc., are able to make the waiting times more pleasant and

add emotion for the spectator. Finally, the Cleaning factor is also of particular importance, mostly in situations where the

customer remain in the facility for several hours, as they tend to implicitly associate cleanliness with the quality of the

service (Wakefield and Blodgett, 1996). Barber and Scarcelli (2010) conclude that customers tend to select, stay and

return to a service depending on the perceived degree of cleanliness.

The Perceived Quality was measured with three items that portray the perceptions of the customers (terrible – great), the

expectations (much worse than I expected – much better than I expected), and the standards (not at all what it should be –

just what it should be) as suggested by Fornell (1992), and as Wakefield and Blodgett (1996) did. We thus propose that:

Hypothesis 1 (H1): The Servicescape Dimensions [Layout Accessibility, Facility Aesthetics, Seating Comfort, Electronic

Equipment and Facility Cleanliness] will have a positive effect on the Perceived Quality of the Servicescape.

The satisfaction is the mediator of the relationship between perceived quality service and the company performance

(Fornell, 1992). Several studies demonstrate the influence of the physical environment on the perception of service quality

and on customer satisfaction (Bitner, 1990; Le Blanc, 1992, Young et al., 1994; Wakefield and Blodgett, 1996; Hightower et

al., 2002; Swan et al., 2003; Park et al., 2005; Le Bel, 2005; Van Pham and Simpson, 2006). It's therefore important to know

how the sequence servicescape → quality → satisfaction works. Thus we propose that:

Hypothesis 2 (H2): Perceived Quality of the Servicescape will have a positive effect on spectator Satisfaction.

Finally, one can say that all customers visit a service company with a purpose or a goal, which can be strengthened or

harmed by the servicescape (Bitner, 1992). As a result, perceptions of physical environments can affect and constrain

satisfaction, although in a roundabout way, the intention or not to return (Le Bel 2005, Berry et al., 2006), and so we

expect that:

Hypothesis 3 (H3): Satisfaction will have a positive effect on spectator Repatronage Intention.

Data was collected through a self-administered, on-line, cross-sectional survey. Each question was created on the existing

literature in the field of sports management and marketing services. With the exception of the initial questions regarding

the characteristics of the spectators and the frequency of their visits, all the other variables were applied based on the

research of Wakefield and Blodgett (1996) and Wakefield et al. (1996). The focus of the investigation covers only the

environment that can be controlled, this way, all physical evidence that is outside, including the parking lot and access to

the stadium, were not included. The spectator's satisfaction was also measured in accordance with Wakefield and Blodgett

(1996), with one item from Cronin and Taylor (1994) and another from Bitner (1992). Finally, to assess the Repatronage

Intention to the stadium, individuals were asked about their willingness to attend matches in the future, the same way it

was done in Cronin and Taylor (1994), Wakefield and Sloan (1995), Wakefield and Blodgett (1996), Wakefield et al.

(1996) and, Hill and Green (2000) studies.

4. Data Analysis

The surveys were distributed in person at Dragon Stadium, by a team of 12 collaborators, two hours before the match

"kick-off" between Futebol Clube do Porto (FCP) and Sporting Clube de Portugal (SCP), Portuguese Soccer League

(2011/12). After validation, 368 questionnaires collected resulted in 349 responses (about 95%).

Sample

From the 349 validated questionnaires, 18 belonged to fans of the visiting team. So to study the relationships between the

variables it was decided to work only with the remaining 331 questionnaires.

In our sample, the majority of individuals (74.3%) were male, and only 25.7% are female. The proportion obtained in our

study is similar to that of Dhurup and Mofoka (2011), 73% male and 27% female.

With regard to ages we observed that the average is approximately 38 years, and that nearly 60% of the sample was aged

up to 39 years. We can observe from Table 1 that the different percentages are very close to each other, showing somehow

808

that sport is a transversal phenomenon. The minimum age was 18 years, a requirement for the quiz, and the highest was

84 years.

Table 1 – Descriptive Statistics for the spectators age

Age Frequency Percent Valid Percent Cumulative Percent

< 20 years 50 15,1 15,7 15,7

20 to 29 80 24,2 25,2 40,9

30 to 39 56 16,9 17,6 58,5

40 to 49 53 16,0 16,7 75,2

50 to 59 38 11,5 11,9 87,1

≥ 60 41 12,4 12,9 100

Missing 13 3,9 100

Total 331 100

The frequency of visits to the Dragon Stadium shows that 29.3% of those surveyed went 3 times in the last 6 months,

20.8% went 4 to 6 times, 7.6% were 7 to 9 times and finally with the largest percentage those who have visited the

stadium more than 10 times with 40.2%. The two groups with a higher representation are precisely the ones on both ends,

either going very few times or going frequently.

The analysis starts with a Factor Analysis to servicescape, quality and satisfaction dimensions. Multiple Linear Regression

Analysis was performed between the dimensions of Servicescape and Quality, and then a Simple Linear Regression

Analysis between Quality and Satisfaction. Lastly, a Pearson Correlation was performed between Satisfaction and

Repatronage Intention. The validity of the scales was made through analysis of Cronbach's alpha, which indicates the

degree of reliability.

Exploratory Factorial Analysis

We conducted an Exploratory Factorial Analysis by the method of Principal Component Analysis using Varimax rotation

for Servicescape, Quality and Satisfaction variables. With a value of Kaiser-Meyer-Olkin (KMO) equal to 0.888, considered

as good (Maroco, 2010) and Bartlett's test Sphericity with a p-value <0.001; it leads to the rejection of the null hypothesis,

therefore indicating that there is a significant correlation between the variables and the data is appropriate for a Factorial

Analysis. At the end of the analysis, for the Servicescape variable we identified five components with eigenvalues above 1,

suggesting five factors composed by twenty variables, with a total variance explained of 72.43%. One factor for the three

Quality items with an explained variance of 66.21% , and plus a factor for Satisfaction with a variance explained of

83.01%.

Table 2 – Rotative Component matrix

Component

1 2 3 4 5 Servicescape

Signs at this stadium give clear directions of where things are located .772 .174 .379 .044 .059

Signs at this stadium help me know where I'm going .726 .122 .404 .079 .048

Overall, this facility’s layout makes it easy to get where you want to go .705 .228 .142 .169 .182

The facility layout makes it easy to get to the restrooms .670 .230 .058 .281 .079

The facility layout makes it easy to get to your seat .597 .244 .027 .219 .342

The facility layout makes it easy to get to the food service areas .594 .208 .086 .284 .215

This facility maintains clean walkways and exits .267 .865 .084 .160 .101

Overall, this facility is kept clean .229 .851 .131 .180 .189

This facility maintains clean food service areas .177 .846 .193 .160 .159

This facility maintains clean restrooms .203 .825 .221 .106 .100

The scoreboards are entertaining to watch .192 .086 .822 .193 .138

809

The scoreboards add excitement to the place .139 .137 .811 .216 .023

The scoreboards provide interesting statistics .191 .123 .809 .115 .109

This facility has high quality scoreboards .159 .266 .643 .133 .208

The seat arrangements provide plenty of space .239 .182 .234 .803 .098

There is plenty of knee room in the seats .192 .122 .185 .785 .078

This facility provides comfortable seats .195 .193 .181 .749 .132

This is an attractive facility .144 .217 .160 .131 .888

This facility’s architecture gives it an attractive character .135 .189 .080 .080 .884

This facility is painted in attractive colours .408 .015 .248 .108 .559

Quality

The overall quality of this facility is: much worse than I expected – much better than I expected .851

The overall quality of this facility is: not at all what it should be – just what it should be .837

The overall quality of this facility is: terrible – great .750

Satisfaction

The overall feeling I get from this facility: puts me in a bad mood – puts me in a good mood .911

The overall feeling I get from this facility: is dissatisfaction – is satisfaction .911

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Analyses of Hypotheses and Results

Hypothesis 1 aims to determine to what extent the quality perceived by the spectators (dependent variable) is explained

by the variables that belong to the Servicescape, in particular Layout Accessibility, Facility Aesthetics, Seating Comfort,

Electronic Equipment and Facility Cleanliness (independent variables). Thereby we proceed to Multiple Linear Regression

Analysis, a statistical technique used to analyse the relationship between a single dependent variable and several

independent variables (Hair et al., 1998).

The coefficient of determination R² (R² = 0.365) tends to be influenced by the sample size and it is considered an

optimistic measure of the quality (Pestana and Gageiro, 2005). Thereby, alternatively it is possible to use the R² Adjusted

(adjusted R² = 0.355). 35.5% of the variability of the Perceived Quality of Servicescape is explained by the variables of

Servicescape. The analysis of the simple correlation coefficient (R=0.604) suggests that there is a high positive correlation

(R> 0.6) between the variables (Table 3).

810

Hypothesis 2 was also supported (Table 4). By analysing the simple correlation coefficient (R = 0.482) we verified that

there is a good positive correlation (R> 0.4) between the variables. The adjusted coefficient of determination (adjusted R ²

= 0.230) suggests that 23.0% of the variability of the dependent variable Satisfaction is explained by the independent

variable Quality.

Similar to hypothesis 1 and 2, hypothesis 3 was also supported. Repatronage Intention consists of a single variable,

therefore impossible to make a Principal Component Analysis as in the case of the other dimensions. Thus, the hypothesis

that satisfaction positively influences the return of the spectator is tested by a Pearson Correlation between the factor

Satisfaction and the variable "In the future, their presence in the games in this stadium will... Not Frequent / Very

Frequent)". The satisfaction of the spectators has an influence, although small (R = 0,201) in the pre-disposition to return

to the stadium to watch a football match, so we can say that an increase in spectator satisfaction has a positive effect on its

return to the stadium.

Table 3 – Regression Analyses between the Servicescape Variables and Quality

R R Square Adjusted R

Square Durbin-Watson

0,604 0,365 0,355 2,133 ANOVA

Sum of Squares df Mean Square F Sig.

Regression 109,454 5 21,891 34,743 0,000

Residual 190,282 302 0,63

Total 299,736 307

Coefficients

B Std. Error Beta T Sig.

(Constant) 0,014 0,045 0,303 0,762

Accessibility 0,321 0,045 0,325 7,088 0,000

Aesthetics 0,168 0,045 0,170 3,716 0,000

Comfort 0,363 0,045 0,367 8,008 0,000

Electronic Equip. 0,206 0,045 0,208 4,541 0,000

Cleanliness 0,226 0,045 0,229 4,992 0,000

a. Predictors: (Constant), ACCESS, AESTHE, COMFO, EQUIP ,CLEAN b. Dependent: QUALID

Table 4 – Regression analysis between Quality and Satisfation

R R Square

Adjusted R

Square Durbin-Watson

0,482 0,232 0,230 1,889

ANOVA Sum of Squares Df Mean Square F Sig.

Regression 76,454 1 76,454 99,022 0,000

Residual 252,474 327 0,772

Total 328,929 328

Coefficients

B Std. Error Beta T Sig.

(Constant) 0,001 0,048 0,017 0,987

Quality 0,483 0,049 0,482 9,951 0,000

a. Predictors: (Constant), QUALID

b. Dependent: SATISF

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5. Discussion of Results

Our aim with the present research is to examine a model that verifies which are the dimensions of the servicescape that can

influence certain key service variables. The results show that the servicescape has an influence on Perceived Quality and

Satisfaction of the Dragon Stadium spectator. Internal satisfaction has an impact on the spectators’ behaviour, and in their

loyalty, which translates into Repatronage Intention.

Factorial Analysis resulted in five servicescape factors as in the work of Wakefield and Blodgett (1996). Seating Comfort is

the dimension that has a greater load variation in the quality perceived by the spectator, going once more towards the

study of Wakefield and Blodgett (1996) who believe that this dimension is relevant for those services where the customer

has to be sitting for long periods of time. In addition, Melnick (1993) reached a similar conclusion, arguing that the

physical comfort is an important factor in the quality of the stadium and facilitates the enjoyment of the match.

Layout Accessibility was empirically proved as a determinant factor, as demonstrated in other studies (Wakefield and

Blodgett, 1996; Lucas, 2003). Indeed, a confined space, with narrow entrances and exits, or even with tight corridors will

give a feeling of being cramped or crowded. As Hui and Bateson (1991) stated, an area perceived as overcrowded affects

the emotions and behaviours of customers and therefore tends to be perceived as l ower quality. In many cases it is

important to find on the service facilities multiple customers on the service facilities (examples of such services are:

restaurant, hotel, cinema, theatre, holiday camp, etc.), and if that does not happen it can be interpreted as being a poorer

service. However, the presence of other customers must be moderate for each service. Perceptions of a full stadium adds

excitement, but shall not be such that it makes the spectator feel crowded and make the trip to auxiliary servic es difficult

(for example, restaurants), thereby reducing their consumption. Therefore, we can say that overcrowded environments

reduce the excitement and customer satisfactions within the servicescape. A spectator that feels uncomfortable due to

presence of other spectators may leave the stadium before the end of the game and feel doubt and hesitation in attending

other matches in the future (Wakefield and Sloan, 1995).

In terms of Facilities Cleanliness, its importance has been highlighted in several studies that relate perceived servicescape

cleanliness with future customer behaviour, and it happens in this study. In accordance with the outcome of Wakefield and

Blodgett (1996) we can state that Cleanliness is an important aspect of the quality of service and customer satisfaction,

and is particularly important in those services where the customer spends longer periods of time as is the case of a football

match.

Electronic Equipments can be used not only as a technological way to broadcast information (hours, play time, result, etc.)

but also as a way of entertainment during the service experience (instant replays, sports news, trivia and statistics of

players on the field, among others) (Wakefield and Blodgett, 1996). In this research, despite the fact that Electronic

Equipment has been in fourth place we are able to state that, for the spectators of Futebol Clube do Porto, this is a factor of

substantial importance. Lastly, the Aesthetic factor has also been proven as influential on the perception of quali ty.

In this paper, the adjustment of servicescape to sporting events was carried out essentially building on the work of

Wakefield and Blodgett (1996). The authors conducted an empirical study into three different services: in soccer, baseball

and casino. We consider it interesting to note that their sample was only about football, the same sport as this research,

which could prove the capacity of influence of the five servicescape dimensions, since the other two failed on Electronic

Equipment (sample Baseball) or the Seat Comfort (Sample Casino).

The satisfaction has an impact on the future behaviour of the spectators, particularly in their willingness to return to the

stadium. Thus, after the confirmation of the two previous hypotheses, it is possible to recognize the importance of

servicescape to keep viewers interested so that they return to the stadium. Wakefield and Blodgett (1996) argued that to

maximize customer satisfaction it is necessary that the managers of leisure facilities, including sporting events, regularly

assess the quality of their servicescapes.

Discussion and implications

On the Analysis of Multiple Linear Regression we realized that the servicescape influences the spectators’ perceived quality

of the Dragon Stadium. In particular, we emphasize the dimension Seating Comfort, which occupies the first place in the

explanation of the variance in the model, followed by the dimension Layout Accessibility, Facilities Cleanliness, Electronic

Equipment, and finally the Aesthetic Dimension.

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We must point out that today's customers have at their disposal an extremely wide range of leisure services, a fact that

became progressively more challenging for service providers. In this way, and to turn the customer into a loyal one,

managers should create a value-added service in order to achieve customer preference.

We were also able to prove that the perceived quality influences satisfaction, and this, in turn, influences the desire of the

spectators to return. Managers who focus only on the delivery of the service and not on making the service encounter

environment enjoyable, may be losing further sales and not maximizing their profits.

As a final reflection, on this research, it was possible to verify the importance of physical evidence management. It is

essential to guide managers of leisure services in order to choose the elements of the servicescape to change or to improve.

Consequently, we consider it critical to develop improved and increased studies, taking into account that there is still a

very small number of investigations focused on this approach.

Managerial contributions

In this investigation, we analyzed two distinct data about the five servicescape variables, namely, the average ratings

allocated and the contribution of each variable in the change of the perceived quality. Curiously, the variable with the

lowest rating is the one with a higher variance value, while the variable that spectators ranked in first place is the last on

explaining the variation of the model. Effectively, Aesthetics was the factor with the highest average (mean = 6.52) and

ranked in last in the contribution to the explanation of the variance of the perceived quality (Beta = 0.170). Moreover, the

comfort factor, which was classified with an average of 5.42 (on the 5th and last place), is the one that presents the highest

beta value’s (Beta = 0.367).

The remaining factors obtained the same results for both. Thus, the Navigation is in the second place of the two

classification variables (mean = 6.30) and the contribution of the variants in the model (Beta = 0.325). The same goes for

Cleaning, which is in third place (mean = 6.06, Beta = 0.229), as well as the Electronics, fourth (mean = 5.72, Beta = 0.208) .

These results suggest that an eventual investment to improve the comfort scale factor will represent an increase in the

perceived quality, to a greater extent when compared to a possible improvement on the remaining four dimensions in the

study. The study also shows that FC Porto can be satisfied with the good work that has been developed, as the high scores

given by the spectators to all the dimensions of the servicescape show, as well as the average occupancy rate in the stadium

(over 74%), and the growth of the gate receipts of approximately 9% during 2008-2011 (Futebol Clube do Porto, 2011 and

Futebol Clube do Porto, 2012).

We conclude that the Dragon Stadium embodies what we consider to be an example of good management and

implementation of the servicescape variables, which leads to a progressive increase in satisfaction of its spectators, and

consequent increase on visits and gate receipts.

6. Conclusion

This study adds to the growing body of literature on servicescape by exploring the concept applied to the area of sports

entertainment, where studies are still limited. Furthermore, the vast majority analyzes only a single dimension or even a

single item, like music or decoration. By considering the full spectrum of the servicescape applied to a football stadium, this

research aims to fill this gap. Additionally, there are few studies in Portugal concerning the servicescape of sports

entertainment, and even less when considering its effect on service quality, satisfaction, and desire to return. Since

increasing the gate revenues is essential and this requires an understanding of spectators’ behavior, our purpose is to

provide guidance to sports managers to increase competitive advantage through servicescape. Our study proposes a

“starting point” that future research should extend and further refine. The following gives a list of future directions:

- We consider it would be interesting if future studies repeat the survey in more matches, since our research was

performed in a single match;

- We note that it would also be interesting to evaluate the service-core based on the same variables in order to compare

the influence of both. Some studies have already addressed such differences, namely Madrigal (1995) reached the

conclusion that some attributes of the game have contributed to the enjoyment of the spectator. Tomlinson et al. (1995) in

their study have concluded that both dimensions are important for the spectators, and that the servicescape was regarded

as the most important in contrast with the service core.

813

- Other research opportunity exists in the analysis of the fanaticism and loyalty to the soccer club. Although the

servicescape dimensions influence the spectators, it is likely that some loyal supporters will return to the stadium more for

its loyalty to the club than because the perceived quality of the servicescape (Lee et al., 2003).

- Also, the effect on sales profit may be further studied. Positive perceptions upon the physical environment influence

customers’ desire to stay, to return, and to spend money (Mehrabian and Russell, 1974). Hui and Bateson (1991) show in

their research that pleasant environments lead to a greater desire to stay in that specific space, drawing attention to the

the fact that sales profits that result from a longer stay in the facilities can be higher than the amount spend on the tick et

(Wakefield et al. 1996).

- Finally, Uhrich and Benkenstein (2011) research found that positive perceptions of other customers, the density, their

appearance and their behavior can influence the response of customers to the environment. The effect of people, either

employees or other customers, can change the perception of quality. Nevertheless, this dimension was left out for the

future and might produce a new research in the future.

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