The Effect of Servicescape in Professional Baseball Stadium on Spectators Satisfaction

Abstract

Well managed venue can fascinate spectator more deeply. The purpose of this study is to provide effective marketing strategies to expand high loyal fans and to increase the number of spectators through finding out the effect of servicescape in professional baseball stadium on positive emotion and viewing satisfaction. Recently, corresponding to customers consumption pattern, look of game, venue, events are getting emphasized. Especially in Korea, many of professional baseball in growth with various kind of marketing strategies not only event during the game time but also outside factor of venue (e.g. merchandise shop, food court, kids and family zone, sports pub etc..). Indoor volleyball, basketball and football also have chased those marketing strategies to expand the number of fan. Moreover, new facilities such as sport complex, baseball, football stadium, swimming pool have been built for international sport event like 2002 World cup, 2014 Incheon Asian game, Gwangju universiade and 2018 Pyeongchang Winter Olympics. Professional baseball population is over 600 million with just 525 games on 2015 compared on same number of population, 600 million with whole year games on 2011 and one of reason to getting more popular is facility provide more comfortable and convenient environment to spectator and it became goes directly to quantity of fans. On this point, to enhance team performance and gather more women fan to the stadium, team owners have considered about stadium atmosphere and make their effort for make better. Bitner(1992) present new paradigm named of Servicescape which is focused managed in facility's exterior, interior and ambient conditions connected with enterprise and customer. Siguaw & Cathy(1999) present result of research

How the architecture style could effect hotel customers perception. Wakefield & Blodgett(1996) research about how recognized service circumstance quality of leisure service and affected in purchase intention.