Title: Understanding spectator expectations: an analysis of niche sports

Authors: T. Christopher Greenwell; Greg Greenhalgh; Nick Stover

Addresses: University of Louisville, 103 HP/Studio Arts Building, Louisville, KY 40299, USA ' Virginia Commonwealth University, 1300 West Broad Street, P.O. Box 842003, Richmond, VA 23284-2003, USA ' University of Louisville, 2100 S. Floyd St., Louisville, KY 40292, USA

Abstract: In order to provide an experience that meets or exceeds a spectator's expectations, it is important to understand customers' expectations. Given sport consumers may have experience with similar service providers or similar products, it is important for sport managers to understand which sporting events spectators may be comparing when constructing their expectations. Results from this study suggest spectators may base their expectations on sports they are most familiar with and other sports competing at a similar level. Further, results suggest spectators' attendance intentions are more likely to be based on predictive expectations when spectators have direct experience with a sport, but based on ideal expectations when experience is limited.

Keywords: niche sports; spectator expectations; expectancy disconfirmation; customer satisfaction; attendance intentions; will expectations; should expectations; service encounters; sport consumers; sport management.

DOI: 10.1504/IJSMM.2013.059720

International Journal of Sport Management and Marketing, 2013 Vol.13 No.3/4, pp.144 - 157

Received: 23 Dec 2012
Accepted: 05 Sep 2013
Published online: 29 Apr 2014 *

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