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This study aimed to examine the degree to which service quality attributes can predict spectators’ revisit intention and word-of-mouth (WOM). A total of 551 spectators from a Formula One Chinese Grand Prix venue were selected to participate in a survey by using the convenience sampling method. Multiple regression analyses showed that service quality has a significant influence on behavioral intentions. Specifically, five of six service quality attributes (i.e., convenience, facilities, price, game experience, and promotion), had a significant effect on revisit intention, whereas four of six service quality attributes (i.e., convenience, facilities, game experience, and staff) had a significant effect on WOM. This study could suggest sport event marketers to consider functional services including price, location, and designation of the stadium or service place in order to attract more sport audiences.

Purpose – The purpose of this paper is to examine spectator perceptions of service quality at the Formula One (F-1) event in Shanghai by means of Martilla and James’ Importance and Performance Analysis (IPA). Design/methodology/approach – The items were plotted on the four IPA dimensions, including: Concentrate Here; Keep Up the Good Work; Lower Priority; and Possible Overkill. Findings – The results indicated that staff courtesy seems to be the strength of the event. However, concession quality, food prices, and arena accessibility, including restrooms at the Shanghai F-1 event, did not meet spectators’ expectations. In addition, the results suggested that in any spectator sporting event, food consumption helps to create a positive experience. Therefore, IPA revealed that service quality related to concessions, food pricing, and arena accessibility at the Shanghai F-1 are in need of immediate improvement, whereas staff courtesy and race visuals were satisfactory. Originality/value – The findings will help marketers prioritize certain services and offer strategic direction in effective service provision by highlighting management problems.