Effect of Service Quality on Revisit Intention and Word-of-Mouth at the F-1 Chinese Grand Prix

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.