Title Suočavanje s neuspješnom uslugom i uloga kvalitete odnosa na sportskom tržištu Title (english) The role of relationship quality in the sports market and coping strategies in service failures Author Antonio Kuzmanić Mentor Jasmina Dlačić (mentor)Mentor Borut Milfelner Committee member Bruno Grbac (predsjednik povjerenstva)Committee member Aleksandra Pisnik (član povjerenstva) Committee member Maja Martinović (član povjerenstva)Granter University of Rijeka Defense date and country 2023-07-06, Croatia Scientific / art field, SOCIAL SCIENCES Universal decimal classificationUDC ) 330 - Economics. Economic science Abstract Predmet istraživanja ove doktorske disertacije uključuje dva osnovna objekta a to su strategije suočavanja potrošača s neuspješnom uslugom (osnovnom i pomoćnom) na sportskom tržištu i kvaliteta odnosa u ulozi moderatora između neuspješne usluge i odabira strategije suočavanja potrošača s neuspješnom uslugom, te u ulozi moderatora između neuspješne usluge i zadovoljstva odnosno buduće bihevioralne namjere potrošača. Osnovni ciljevi ove disertacije ogledaju se u utvrđivanju odnosa između magnitude neuspješnosti usluge i zadovoljstva te buduće bihevioralne namjere potrošača, utvrđivanju utjecaja magnitude neuspješnosti usluge na odabir strategija suočavanja potrošača s neuspješnom uslugom, utvrđivanju odnosa strategija suočavanja potrošača s neuspješnom uslugom i zadovoljstva odnosno buduće bihevioralne namjere, te u istraživanju moderatorskog utjecaja kvalitete odnosa između sportskog kluba i potrošača na odnos između magnitude neuspješnosti usluge i odabira strategija suočavanja potrošača s neuspješnom uslugom te u istraživanju moderatorskog utjecaja kvalitete odnosa na relaciju između magnitude neuspješnosti usluge i zadovoljstva odnosno buduće bihevioralne namjere potrošača prema pružatelju usluge.
Za prethodno navedeno postavljen je konceptualni model, a za testiranje odnosa varijabli u modelu provedeno je istraživanje primjenom metode eksperimentalnog dizajna baziranog na scenarijima te metode ispitivanja. Dobiveni podaci analizirani su korištenjem univarijantnih, bivarijantnih i multivarijantnih statističkih metoda. Nadalje, metodama deskriptivne statističke analize opisani su uzorci pilot istraživanja i glavnog empirijskog istraživanja. Putem izračuna osnovnih parametara deskriptivne analize ocijenjeni su konstrukti, dimenzije i varijable konceptualnog modela. Putem metoda bivarijantne statističke analize, utvrđena je povezanost između varijabli. U okviru multivarijantne statističke analize provedena je analiza varijance, eksploratorna faktorska analiza, analiza valjanosti i pouzdanosti pomoću Cronbach alpha koeficijenta, konfirmatorna faktorska analiza, analiza diskriminantne i konvergentne valjanosti i pouzdanosti te modeliranje strukturalnim jednadžbama.
Dobiveni rezultati ukazuju na sljedeće: (1) ozbiljnost neuspješnosti pomoćne usluge negativno utječe na zadovoljstvo potrošača doživljeno na sportskom događaju, (2) ozbiljnost neuspješnosti usluge (osnovna i pomoćna) nema negativnog utjecaja na buduću bihevioralnu namjeru potrošača, (3) ozbiljnost neuspješnosti usluge pozitivno utječe na strategiju traženje instrumentalne podrške (isključivo kod potrošača s nižim nivoom kvalitete odnosa s klubom),
(4) ozbiljnost neuspješnosti usluge negativno utječe na strategiju poricanje i izbjegavanje
(isključivo kod potrošača s višim nivoom kvalitete odnosa s klubom), (5) strategije suočavanja potrošača s neuspješnom uslugom usmjerene na problem ne utječu negativno na zadovoljstvo potrošača doživljeno na sportskom događaju, (6) strategije suočavanja potrošača s neuspješnom uslugom usmjerene na emocije (racionalno razmišljanje i poricanje) negativno utječu na buduće bihevioralne namjere potrošača prema pružatelju usluge, (7) kvaliteta odnosa između potrošača i pružatelja usluge na sportskom događaju moderira odnos između ozbiljnosti neuspješnosti usluge i odabira strategije suočavanja potrošača s neuspješnom uslugom, (8) kvaliteta odnosa između potrošača i pružatelja usluge na sportskom događaju moderira vezu između ozbiljnosti neuspješnosti usluge i zadovoljstva, (9) kvaliteta odnosa između potrošača i pružatelja usluge na sportskom događaju ne moderira vezu između ozbiljnosti neuspješnosti usluge i buduće bihevioralne namjere potrošača prema pružatelju usluge.
Abstract (english) The research area of this doctoral dissertation includes two basic objects, these are service failure coping strategies in the spectator sports market and relationship quality as a moderator between service failure severity (core and peripheral) and consumer coping strategies, and as a moderator between service failure severity and satisfaction, and also behavioral intentions toward service provider in the future. Main goals of this dissertation are to determine relationship between service failure severity and satisfaction, and also behavioral intentions toward service provider in the future, as well as to determine the influence of service failure severity on consumer coping strategies, furthermore to determine the relationship between consumer coping strategies and satisfaction, and also behavioral intent toward service provider in the future. The main objectives of this dissertation are also to investigate moderating role of relationship quality on relationship between service failure severity and satisfaction; behavioral intent, and also on relationship between service failure severity and consumer coping strategies.
For testing the relationship between variables, conceptual model was set and the research was conducted using the experimental design based on scenarios and the survey method. The obtained data were analyzed using univariate, bivariate and multivariate statistical methods. Furthermore, the samples of the pilot study and the main empirical study were described using descriptive statistical analysis methods. By calculating the basic parameters of the descriptive analysis, the constructs, dimensions and variables of the conceptual model were evaluated. Bivariate statistical analysis methods were used as the basis for the implementation of factor analysis. Within the multivariate statistical analysis following analysis were performed: analysis of variance, exploratory factor analysis, validity and reliability analysis performed using the Cronbach alpha coefficient, confirmatory factor analysis, analysis of discriminant and convergent validity and reliability, as well as the structural equation modelling.
The results obtained indicate that: (1) peripheral service failure severity has a negative effect on consumer satisfaction experienced at the sporting event, (2) service failure severity (core and peripheral) does not have a negative effect on consumers' future behavioral intentions,
(3) service failure severity positively affects problem focused strategy such as instrumental support seeking (exclusively among consumers with a lower level of relationship quality with the club), (4) service failure severity negatively affects emotion focused coping strategies such
as rational thinking and denial (exclusively among consumers with a higher level of relationship quality with the club), (5) using problem focused coping strategies does not negatively affects consumers satisfaction experienced at the sporting event, (6) using emotion focused coping strategies (rational thinking and denial) negatively affect consumers' behavioral intentions towards service provider in the future, (7) relationship quality between consumer and service provider at the sporting event moderates the relationship between service failure severity and consumer's choice of service failure coping strategies, (8) relationship quality between consumer and service provider at the sporting event moderates the relationship between service failure severity and satisfaction, (9) relationship quality between consumer and service provider at the sporting event doesn't moderate the relationship between service failure severity and behavioral intent towards service provider in the future.
Keywords
sportsko tržište
sportski potrošači
neuspješna usluga
strategije suočavanja potrošača
kvaliteta odnosa
Keywords (english)
sports market
fans
service failure
consumer coping strategies
relationship quality
Language croatian URN:NBN urn:nbn:hr:192:146211 Promotion 2023 Study programme Title: Economics and Business Economics Type of resource Text Extent 227 str. ; 30 cm File origin Born digital Access conditions Open access Terms of use Created on 2023-07-21 16:48:20
