The effects of service provider employment status and service quality exchange on perceived organizational image and purchase intention
- Authors
- Kim, M.; Trail, G.T.
- Issue Date
- 2010
- Keywords
- Employment status; Organizational image; Service quality; Volunteer
- Citation
- Sport Management Review, v.13, no.3, pp.225 - 234
- Indexed
- SCOPUS
- Journal Title
- Sport Management Review
- Volume
- 13
- Number
- 3
- Start Page
- 225
- End Page
- 234
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/118363
- DOI
- 10.1016/j.smr.2009.06.001
- ISSN
- 1441-3523
- Abstract
- Volunteers are a major labor source in sports; however, the impact of volunteers on organizational image or on customers' repatronage intentions has not been studied. An experimental study (2 × 3 factorial design) was employed to explore the effect of Employment Status of the service provider and perceived Quality of Service Exchange on Perceived Organizational Image and Intention to Attend a Game with 461 college students who were potential customers of college sports. Quality of Service Exchange included Technical Aspects (presenting of information vs. presenting of no information) and Relational Aspects (willingness to help vs. unwillingness to help). Results showed that both Perceived Organizational Image and Intention to Attend a Game were primarily determined by Quality of Service Exchange. Employment Status and the interaction term between Employment Status and Quality of Service Exchange only minimally influenced the two dependent variables. This suggests that potential customers of college sports did not distinguish the service of volunteers from that of paid-employees. © 2009 Sport Management Association of Australia and New Zealand.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - College of Education > Department of Physical Education > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.