Driving NFL fan satisfaction and return intentions with concession service quality

Abstract

Sports organizations have begun to focus on assessing quality. Rising ticket prices, skyrocketing team costs for owners, and increasing competition from other entertainment entities make service quality central. SERVQUAL, as applied to a National Football League (NFL) game day concession experience is discussed in this paper. Studies were conducted at two separate NFL games where total of 558 respondents reported assessments of service quality and important dependent variables. The results help to clarify the impact of key service quality drivers on fan satisfaction and return intentions. Results are reported and conclusions and recommendations are drawn dealing with how fans respond to the key dimensions of service.