Perceived service quality, perceived value and satisfaction in groups of users of sports organizations in Spain

The objective of this study was to evaluate the perceived quality, satisfaction and the perceived value among customers of public and private professional sports services in Spain, and to establish prediction models for satisfaction and perceived value. The sample was comprised of 2,027 users of Spanish sports services, of whom 66.1% were men and 33.9% were women. All users completed a self-administered questionnaire. The psychometric properties of the questionnaire ensured a valid measurement of perceived quality, satisfaction and value. The results obtained revealed that the quality of the sports service received was good, and that the technical factors and service staff received the highest evaluations, however, information provided to users was the weakest point. Customer satisfaction and perceived value were also assessed positively. Significant differences were found in these three constructs depending on the activity group that the users were in. Combat activities scored highest for quality, and lowest for satisfaction, whereas customers of individual land-based sports were the most satisfied and perceived the most value, unlike racquet sports, which obtained the lowest scores in the three constructs. Both satisfaction with the service and the perceived value of the service depended chiefly on an intangible factor such as activities.The study was supported financially by the SEJ 046 Research Group, Sport and IT Department, Sport Faculty, Pablo de Olavide University, Seville. It also received support from the University Teaching Staff programme, implemented by the Spanish Government, the Ministry of Education