Critical Reflection on the Quality Impact Assessment and Rates

Satisfaction and Loyalty Perpetrator's Participation in the

Mega-event: Karate Cup XI Semar Indonesia 2019

Fiki Sa'adah

, Tomoliyus

, Yudik Prasetyo



Graduate School, Yogyakarta State University, Jl. Colombo No.1, Depok, Sleman, Yogyakarta, Indonesia

Keywords: Service Quality, Satisfaction, Loyalty, Sports Event

Abstract: This study is a descriptive one using mixed methods (quantitative and qualitative). The purpose of the study

is to describe the enthusiastic people who participated as an exhibitor at the mega sports event. Research

related to sports marketing, the results support the event where XI Indonesian Karate Cup Semar, 2019. The

effect of a number of variables of service quality on service satisfaction and loyalty of the mega sport event

participant behavior, influence on loyalty rates mega sport event participant behavior, influence of

satisfaction on loyalty mega sport event participant behaviour. Subjects of research were selected using

random sampling amounting to 85 participants from a population of 310 participants the event XI

Indonesian Karate Cup Semar, 2019. The result of this study is that there is a significant impact on

satisfaction, the effect of service quality on behavioral loyalty largely indirect. The influence of the quality

of service is fully loyalty through satisfaction. On the other hand, sporting event registration rates negatively

affect customer satisfaction and loyalty. The quality of service and tariffs become an important variable for

the organizers of sporting events to keep participants in sporting events and increase the loyalty of

participants publish a sporting event. Thus, the quality of service and tariffs become a powerful

management instrument to increase the loyalty of participants participated sporting event to decide the

strategy as to increase customer satisfaction and loyalty sporting event participants.

1 INTRODUCTION

Potential of an event will bring the host country, city,

and nation, or the candidates to host the sporting

event aimed at marketing strategy (Daniels, Norman,

& Henry, 2004; Gelan, 2003). Additionally, sporting

event is also beneficial social related to the host

communities by creating excitement and pride of the

people (Andersson, Rustad, & Solberg, 2004; Kim &

Mirrison, 2005); sports participation rate also

increased (taks, Green, Misener, & Chalip, 2014);

and increase volunteerism (Fairley, Gardiner, and

Filo, 2016; Ralston, Lumson, & Downward, 2005).

Active participation in sports will have the

perceived benefits of exercise substantial actors

(Aizawa, Kurumi, Ji, Yuhei, & Mikihiro, 2017; Berg,

Warner, & Das, 2015; Wilhite & Shank, 2009).

Sports activities are instrumental in increasing sports

participation with the policies and guidelines adopted

by sports organizations and governments. The US

government has implemented a program Healthy

People who have national health goals. The United

States government makes policy and physical

educators with guidance on the level of physical

activity to improve the health of healthy people (US

Department of Health and Human Services, 2008).

Thus, the sport plays a very important event for

tourism development, improve health through

participation sporting event. Surely in a sporting

event who participate in developing the sports

management is also related services, compliance

rates and facilities are improved, certainly in terms of

the quality of a given customer is also good. Event

organized seen quality of the service, rates and

facilities provided to the participants of the event in

affecting the decision to purchase a ticket or attend

events held.

The increase of actors’ loyalty in a positive way

can affect some financial indicators of an agency or

organizer consists of cash flows, the market, and the

probability (Rust & Zahorik, 1993; Zeithaml, Berry,

and Parasuraman, 1996). The quality of service and

satisfaction is very important because it is the main

indicator of the loyalty that has been demonstrated in

Sa’adah, F., Tomoliyus, . and Prasetyo, Y.

Critical Reﬂection on the Quality Impact Assessment and Rates Satisfaction and Loyalty Perpetrator’s Participation in the Mega-event: Karate Cup XI Semar Indonesia 2019.

DOI: 10.5220/0009215501590164

In Proceedings of the 3rd Yogyakarta International Seminar on Health, Physical Education, and Sport Science in conjunction with the 2nd Conference on Interdisciplinary Approach in Sports

(YISHPESS and CoIS 2019), pages 159-164

ISBN: 978-989-758-457-2

159

studies related to sports management (Murray &

Howat, 2002; Alexandris, Zahariadis, Tsorbatzoudis,

& Grouios, 2004; Clemes, Brush, & Collins, 2011;

Ferran, Robinson, and Valette-Florence, 2010; Kyle,

Theodorakis, KARAGEORGIOU, & Lafazani, 2010;

Yoshida & James, 2010) .This is contradictory

effects associated quality of service and satisfaction

to loyalty actors (Cronin, Brady, and Hult, 2000;

Brady , Voorhes, Cronin, & Bourdeau, 2006; Tsuji,

Bennett, & Zhang, 2007; Howat, Crilley, and

MacGrath, 2008; Koo, Andrew, & Kim, 2008; Lee,

Kim, Ko, and Sagas, 2011).

The majority of research studies related to the

quality, satisfaction, and loyalty paradigm of thinking

without considering the service evaluation process

has changed in the decade offenders (Jiang and

Rosenbloom, 2005; Dagger & Sweeney, 2007). In

addition, while conducting research that shows the

results of a relationship between keeping the

variables change gradually different actors due to the

needs of the offender and evaluation changed from

time to time (Bolton & Lemon, 1999; Mittal, Kumar,

& Tsiros, 1999; Dagger & Sweeney, 2007). The

paradigm change is happening, and it is important to

be understood by academics and practitioners in

order to understand the factors or indicators of

loyalty to the adjustment operations and service

organizations to meet the needs of the participating

actors. On the other hand, the effect of the price and

the level of price discounts on related consumer

views the product quality of service, value discount,

consumers have purchasing intentions and their

willingness to promote savings related discount

various types of services (Nusair, Hae, Sandra, and

Parsa, 2010). Related research is still very limited in

the field of sports management (Rust & Oliver, 1994;

Dagger & Sweeney, 2007).

Combining these two concepts includes the

trickle effect that can inspire participation, and health

effects that have ever experienced in a mega sports

event. Based on this background, this study

examined the associated dynamic relationship

between the quality of services, tariffs, satisfaction,

and loyalty in a sporting event. Thus, the assessment

of offenders related consumer experience overall had

experienced them with the organizer who has the

function of evaluating the exchange of services

(Oliver, 1997; Dabholkar, Shepherd, & Thorpe,

2000; Brady & Cronin, 2001; Martinez & Martinez,

2010a, 2010b).

The purpose of this study are (1) to determine the

effect of service quality on service satisfaction and

loyalty offender event, (2) to determine the effect of

loyalty offender event rates, and (3) to determine the

effect of satisfaction on loyalty offender event.

This research is important because the results can

show the influence of the variables of the event

organized, so it could be an opportunity to fix finally

the information from this study would be the

development of management exercise to prepare

against the competition and to maintain and improve

the interest in sport by the general public, and not

only for people who has been involved in the sport

alone.

2 THEORETICAL REVIEW

2.1 Behavioral Determinants of Sports

Participation

Social ecological model is an approach to

understanding the nature of human interaction using

the physical environment and socio-cultural (Stokols,

1992, [64T $ DIF] p. 7). This model can be summed

framework for studying the physical of an activity

(Rowe, Shilbury, Ferkins, & Hinckson, 2013; Sato,

Du, and Inoue, 2016). This model has a main

principle of behavior influenced by the internal

variable including psychology, and external

variables, namely the social and political (Sallis et

al., 2006).

Approach to internal variables are influenced by

psychological factors, the experience related to the

emotional state at the time of follow sporting events,

such as the feeling of enjoying or anxiety

experienced by shape attitudes towards sports in

subsequent years (Weiss, Kimmel, & Smith, 2001;

Crocker, Hoar, Kowalski, Niefer and McDonough,

2004). Meanwhile, external variables such as

policies, sports-related infrastructure of sports

facilities in the neighborhood, and behaviors that can

be influenced by promotional participation has been

held (Rattan, Hollmann, and Breuer, 2013).

2.2 Mega Sporting Events as

Determinants of Sports

Participation Behavior

External variables play roles as determinants of

sports participation in a mega sports event that is

based on a model of social ecology (Bauman et al.,

2012; Vella, Cliff, and Okely, 2014). Major sporting

event has had a trickle-down effect which affects

sports participation (Weed et al., 2015; Potwarka &

Leatherdale, 2016). It can be concluded that the

ability to promote the interests to the sport, the pride

of the nation, and sports participation in a missal

(Hogan & Norton, 2000).

Related Research mega sporting events have both

direct and indirect effects on sport participation.

Measuring directly contradictory effects on elite

YISHPESS and CoIS 2019 - The 3rd Yogyakarta International Seminar on Health, Physical Education, and Sport Science (YISHPESS

2019) in conjunction with The 2nd Conference on Interdisciplinary Approach in Sports (CoIS 2019)

160

athletes is an important role in sport participation

(Mutter & Pawlowski, 2014a, 2014c). In addition to

improving the enthusiasm of sports participants who

participated, it also motivates new participants who

participate and are involved in sports participation

(Mutter & Pawlowski, 2014b). Meanwhile, indirect

effect is seen through the mechanism of sport and

transport infrastructure improvements (Toohey &

Frawley, 2012). People who live in the area have

been affected host a sporting event that lasts more

significant (Mutter & Pawlowski, 2014a; Misener et

al., 2015).

Characteristics of the local people such as the

economic sector have a strong influence on sports

participation (Ruseski & Maresova, 2014). Wish

participation rate experienced high rises progress at

the construction area due to the provision of sports

facilities to the people who have the opportunity to

participate to participate in sport and physical events

(Huang & Humphreys, 2012).

2.3 Sports Tourism

Green and Jones (2005) provide advice on the

process of participating in a sporting event which

provides the advantage that individual identity cannot

be extended by other individuals who have a

common goal in a specific sport activity. The

composition of the identity and maintenance is vital

to the sports tourism destination (Wheaton, 2007).

The Hinch and Higham (2011) were of the opinion

that a fan or perpetrators of purpose through an

experience that can certainly improve their status

within the subculture of their particular sport.

2.4 The Quality of Service, Satisfaction

and Loyalty

The study of the service sector within the last 30

years, the relationship conceptual and operational on

a reciprocal three concepts is much debated

(Avourdiadou & Theodorakis, 2014; Woodside,

Frey, & Daly, 1989; Cronin & Taylor, 1992; Baker &

Crompton, 2000; Li and Petrick, 2010). Over time,

researchers have developed various models of the

concepts and measuring perceptions of service

quality within the scope of the sport. The overall

service quality is formed because of various scope,

especially dimensional (Avourdiadou &

Theodorakis, 2014; Martinez & Martinez, 2010a).

Reflective models which give the conclusion that

the quality of service that cumulatively high-rise

factor is defined by the dimensions (Ko and Pastore,

2005). The Dabholkar et al. (2000) proposed related

marketers that can assess the overall evaluation of the

service they provide through the steps of the overall

quality of service, on the other hand they do

diagnostic that can measure the connection quality of

service at the level of its dimensions. This concept

can be traced through the work of Alexandris et al.

(2004b) and Ko and Patore (2004). The contrasting

satisfaction measures cognitive and effective

influence, and it illustrates the particular service

overall (Avourdiadou & Theodorakis, 2014; Oliver,

1993, 1997; Li and Petrick, 2010).

Loyalty has been learned through the viewpoint

of behavior, especially on repeat purchases, it

happened historically (Bodet, 2008). But some

researchers emphasize the view that only one

dimension of the overall concept of loyalty is not

enough (Dick & Basu, 1994; Baldinger & Rubinson,

1996; Oliver, 1997). Thus, the concept of loyalty has

two components (Avourdiadou & Theodorakis, 2014;

Dick & Basu, 1994). Loyal attitude examines the

thoughts and feelings felt by consumers or actors

who express towards something of services (eg

agencies give a positive recommendation), while the

indicator of the behavior actions influence loyalty

behavior. Therefore, this research was conducted to

test the loyalty formation process as a benchmark and

approach attitude. Bennett and Bove (2002)

emphasize the attention to the attitude and approach

of classifying related purchases, as well as an

evaluation of the purchase. A masterpiece that

defines loyalty actors as perpetrators attitude towards

sport and the organizers of the service center link that

leads to a positive repurchase (e.g. membership

renewal).

2.5 The Relationship between Service

Quality, Satisfaction and Loyalty

In scientific source sport management, relevant

research has the first category that satisfaction actors

play the mediating link between the quality and

loyalty (Avourdiadou & Theodorakis, 2014;

Wakefield & Blodgett, 1996; Brady et al., 2006; Koo

et al., 2008; Kyle et al, 2010; Yoshida & James,

2010; Suh & Pedersen, 2010; Clemes et al., 2011).

Meanwhile, the second category which has been

proven by research that loyalty is directly or

indirectly influenced by the quality of service

through the satisfaction of actors that can be traced to

the work (Avourdiadou & Theodorakis, 2014;

Wakefield and Blodgett, 1999; Cronin et al., 2000;

Tsuji et al., 2007; Lee et al., 2011; Theodorakis,

Alexandris, Tsigilis, & Karvounis, 2013).

Theodorakis, Howat, Ko, and Avourdiadou

(2014) show that it is comparing three models of

evaluation services through the role of quality of

Critical Reﬂection on the Quality Impact Assessment and Rates Satisfaction and Loyalty Perpetrator’s Participation in the Mega-event:

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service, value, and satisfaction with the development

of loyalty. The results of this study show the overall

quality of service, which means the offender

satisfaction and cumulative satisfaction only have a

direct positive impact on loyalty. Finally, Macintosh

and Doherty (2007) argue that there is the

relationship between service attributes (eg, facilities,

programs, additional services) and second overall

satisfaction, satisfaction and intention of the

perpetrator to leave the organization in a study

between the perpetrator and fitness in Canada.

Variations that dominate the research are the

conceptual model used which is different. The level

of dimension levels under investigation, the use of

the process step that global select or transaction-

specific and only one action item of the number of

certain variables (Avourdiadou & Theodorakis,

2014). Based on the study of theory, it can be

concluded that various research findings relative gain

which is different in the field of sport management

related to the relationship between these variables.

3 METHODS AND MATERIALS

This study is a descriptive study using mixed

methods (quantitative and qualitative). The study

population was a sporting event participant of XI

Indonesian Karate Cup 2019. The research subjects

consist of 85 participants from 310 participants of

sporting events XI Indonesian Karate Cup Semar,

2019. The research sample was determined using

random sampling due to lack of time, effort and cost.

The data were collected using questionnaires. Data

were analyzed using SPSS and PLS - SEM. It is

expected that this research is the search for the actual

situation in the event through the variables below:

a. Variable quality of service (X1)

b. Variable tariff (X2)

c. Variable customer satisfaction (Y1)

d. Loyalty customer behavior (Y2)

Model and hypothesis of the study can be

described and explained as follows.

Figure 1: Model and hypothesis of the research.

Table 1: The evaluation of measurement model.

Assess the reliability of internal consistency was

to assess the reliability of a combination of all

construction. In this study, all composite reliability

values are far above the 0.70 threshold which

indicates that the combined reliability of each

variable can be accepted and confirmed the reliability

of the constructs (Hair et al., 2014; Lowry & Gaskin,

2014). See Table 1

Construct validity is the extent to which the items

to be measured and what to expect in the research

(Hair, Anderson, Tatham, & Black, 1995, p. 641).

Construct validity test was carried out to test the

validity of convergent and discriminant validity.

Convergent validity is a measure of commonality

AVE depicting the average of each factor variable

(Garson, 2012) and should be 0:50 or higher (Hair et

al., 2014). This study, all grades AVE over 0:50

show the dimensions and that the convergent validity

of each variable factor can be accepted unless the

variable quality of the services affected by several

variables (Table 1).

3.1 Evaluation of the Structural Model

Table 2: Collinearity assessment (VIF).

YISHPESS and CoIS 2019 - The 3rd Yogyakarta International Seminar on Health, Physical Education, and Sport Science (YISHPESS

2019) in conjunction with The 2nd Conference on Interdisciplinary Approach in Sports (CoIS 2019)

162

Here is the assessing collinearity that considering the

variance inflation factor (VIF). Results VIF above

(Table 2) can be summed up this research is far

below the threshold value 5, which indicates that

collinearty is not a problem.

Figure 2: Results of testing the significance of the path

coefficients structural model.

The picture above presents that relationship or

correlation between indicators and variables, whether

there is an influence of an indicator of the influence

of one variable to another variable. The results

obtained from these images show that the quality is

affected by the security services (0755), Field (0663),

environment (0539), travel (0397) and facilities

(0129) which is very effective and efficient as

demonstrated as already strong correlation. There are

two kinds of strong positive correlation (0.5) up to 1

and a strong negative correlation of (-0.5) up to 1,

while weak positive correlation of 0.00 and up under

0.5 and a weak negative correlation of 0.00 and up -

0.5.

The quality of service (0707), directly affects

loyalty. However, it affects satisfaction with R

(0018). Variable effect on satisfaction and loyalty

rates are very small as close to 0 is -0147 and -0179,

which means the prices are expensive and sporting

event causes not allow customer satisfaction and

loyalty which would return to the next sports event.

Figure 3: Graph coefficient.

This graph shows the association and correlation

between variables with a variable that indicates the

observation association satisfaction-loyalty, service

quality-loyalty, loyalty and tariff-rate-satisfaction

that is very low. From observation tariffs and quality

of service should be revised so that they can allow

subscribes purchase sporting event tickets becoming

more loyal and loyalty should be increased through

satisfaction.

4 DISCUSSION

Observations indicate that there are indicators of

service quality security, courts, environmental,

facility tours and consistent. This is resulting in the

effect of customer satisfaction as an intervening

variable between service quality and customer

loyalty. The result of the calculation of the original

sample and T statistics that prove that there is a

positive and significant influence between the quality

of service to customer satisfaction, and customer

satisfaction are customer loyalty. The results of this

study show that in order to achieve customer loyalty,

customers must be satisfied, improve and maintain

the customers’ interest following the sporting event,

and they are very satisfied with the quality of service.

The influence of customer satisfaction on customer

loyalty through customer satisfaction chart shows

that the positive and significant impact on customer

loyalty. The research hypothesis which states that

customer satisfaction and significant positive effect

on customer loyalty can be accepted and rates

negative effect on customer loyalty is approved.

5 CONCLUSION

Based on the research conducted and discussion

presented, it can be concluded that the influence of

customer satisfaction on customer loyalty shows that

customer satisfaction and significant positive effect

on customer loyalty. The hypothesis of this study

stated that customer satisfaction and significant

positive effect on customer loyalty and irregular rates

will adversely affect customer loyalty is approved.

Thus, the quality of service and tariffs become a

powerful management tool to assist sporting events

to increase customer satisfaction and loyalty.

For further research, the researchers advise that

further researcher can expand the instance variable in

terms of product quality, emotion, reward. It is

because there are many other variables in addition to

Critical Reﬂection on the Quality Impact Assessment and Rates Satisfaction and Loyalty Perpetrator’s Participation in the Mega-event:

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the quality of service that can affect customer

satisfaction in creating customer loyalty.

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2019) in conjunction with The 2nd Conference on Interdisciplinary Approach in Sports (CoIS 2019)

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