首页> 外文OA文献 >Mitä urheilusponsorit todella haluavat? Palvelun laadun, palvelun arvon ja asiakastyytyväisyyden vaikutus käyttäytymisaikomuksiin urheilusponsoroinnissa
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Mitä urheilusponsorit todella haluavat? Palvelun laadun, palvelun arvon ja asiakastyytyväisyyden vaikutus käyttäytymisaikomuksiin urheilusponsoroinnissa

机译:体育赞助商真正想要什么?服务质量,服务价值和客户满意度对体育赞助行为意向的影响

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摘要

The aim of this Master’s thesis was to study the antecedents of customer satisfaction and behavioral intentions and their relative relationships in the sports sponsorship context. The possible antecedents under investigation in the current research are service value and service quality. As the academic background in the sports sponsorship literature is still rather modest there was a need for further empirical testing.The theoretical part of the research builds on the existing services marketing literature with sports sponsorship and business-to-business contexts in mind. The empirical study focused on the case company Liiga-SaiPa Oy. The data for the empirical analysis was collected via quantitative online survey. The total sample consisted of 357 the case company’s business customers and a total of 80 usable responses were collected. The data was analyzed by using statistical analysis software, SPSS.According to the results of the empirical analysis the most important antecedent of behavioral intentions in the underlying context is customer satisfaction. Also service value was found to have a direct and positive relationship with behavioral intentions. Moreover no indirect relationships through satisfaction were found between service quality and service value and behavioral intentions. However both constructs of service value and service quality were diagnosed to have a direct and positive effect on customer satisfaction. Service quality was also found to be a direct antecedent of service value with other service value benefits. However a contradicting finding with the current literature was, that service value sacrifices were not found to have a significant relationship with overall service value perceptions.
机译:该硕士论文的目的是研究体育赞助背景下客户满意度和行为意图及其相关关系的前因。当前研究中可能要研究的前因是服务价值和服务质量。由于体育赞助文献的学术背景仍然比较温和,因此需要进行进一步的实证检验。本研究的理论部分基于现有的服务营销文献,同时考虑了体育赞助和企业对企业的情况。实证研究的重点是案例公司Liiga-SaiPa Oy。通过定量在线调查收集了用于实证分析的数据。样本总数包括357个案例公司的商业客户,并且总共收集了80个可用回复。数据是使用统计分析软件SPSS进行分析的。根据经验分析的结果,在潜在的上下文中,行为意图最重要的先决条件是客户满意度。还发现服务价值与行为意图有直接和积极的关系。此外,在服务质量和服务价值与行为意图之间没有通过满意度找到间接关系。但是,服务价值和服务质量的构成都被诊断为对客户满意度有直接和积极的影响。还发现服务质量是服务价值与其他服务价值收益的直接先决条件。然而,与当前文献相矛盾的发现是,没有发现服务价值的牺牲与总体服务价值观念有显着关系。

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    Eero Väre;

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  • 年度 2014
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