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This study examines how perceptions of fairness may influence sport spectators' satisfaction. An experimental design was utilized to determine how voice (whether or not administrators solicit customers' input) and choice (whether or not customers have a role in making decisions) can alter overall satisfaction/dissatisfaction. Further, this study investigates how financial inputs and the degree to which a customer considers himself/herself a fan may interact with these effects. Researchers collected data from 346 subjects. Each subject received one of eight (2 voice x 2 choice x 2 price) versions of a scenario representing an adverse outcome typical of a university athletic ticket policy. Results revealed the main effects of choice and price each influenced satisfaction, as subjects were less dissatisfied when students had a role in developing the policy and when the tickets were free. Significant differences did not exist for the main effect of voice or any of the interaction effects.
Service Fairness in Spectator Sport: The Importance of Voice and Choice on Customer Satisfaction
Considering the unique relationships between sport organizations and sport fans, it is important to investigate how an organization?s dealings with its customers can influence satisfaction and dissatisfaction. Perceptions of fairness in a sport context may differ from that of other service industries given the emotional nature of the allegiance sport fans demonstrate towards preferred teams and athletes. This increased emotional connection with a sport entity could result in individuals experiencing a heightened degree satisfaction or dissatisfaction based on the quality of interactions they have with the sport team or athlete. This positive or negative response to the sport entity would likely differ from that associated with a service provider that does not generate the same emotional response (e.g., insurance agent or auto mechanic). In addition, sports fans may have fewer options, and sensitivity to fairness issues increases when options are limited (Seiders & Berry, 1998). If treated unfairly by a fast-food restaurant, a customer could just travel another block to the next one; however, being treated unfairly by their favorite team presents a more difficult situation. For example, a fan of the Boston Red Sox who feels he or she has been treated unfairly by the team is not likely to switch to being a fan of the...