Comprehensive Model of Quality of Services Provided to Spectators of Basketball Super League

Nowadays, stadiums filled with hundreds of millions of viewers and spectators have turned sport events into one of the most popular events throughout the world. The purpose of present study is to investigate a comprehensive model of quality of services of sport events. This paper develops a model for quantitative and qualitative evaluation of services provided for spectators in Iran. Research method is of correlative type and the population of study is consisted of the entire spectators who were present at 9 premier league basketball matches (N: 450). Sampling was performed through accessible sampling method. For the purpose of data collection, researcher made questionnaire prepared based on literature, theoretical foundations and qualitative and quantitative studies related to the subject. Investigation of Person’s correlation coefficients and exploratory factor analysis of main data were performed through the application of principal component analysis, orthogonal rotation and confirmatory factor analysis of individual factors within the software of AMOS v.23.0. Results indicated that a significant relation exists between quality of services and game quality, arbitration quality, interaction, quality of environment and overall evaluation of the match. Findings of this research suggest a more effective planning for sport events by which, one’s perception regarding service quality, manner of servicing and having an appropriate behavior with spectators might improve. In addition, findings have shown that quality of services in sport events should continually be improved.