Effects of Sports Service Environment towards Users’ Satisfaction, Loyalty, and Reuse Intention in the Public Sports Facilities in Sarawak

Simon, Titus (2024) Effects of Sports Service Environment towards Users’ Satisfaction, Loyalty, and Reuse Intention in the Public Sports Facilities in Sarawak. DBA thesis, University of Malaysia, Sarawak.

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Abstract

Global sports industry has been on the rise with continuous development of sports facilities, serving the purpose of elevating the sporting events and leisure activities among the users. In Sarawak, Malaysia, numerous infrastructure, and public sport facilities have been built but somehow ensuring the facilities remain reliable and desirable could be challenging. This research examined the effects on users’ satisfaction and behavioural outcomes in eight selected Sarawak's public sports facilities in relation to the sports service environment. The research attempted to evaluate the impact of several characteristics, such as physical, layout, facility aesthetics, amenities, service quality, comfort, and safety, on users’ satisfaction, loyalty, and reuse intention. The method in the research utilised a quantitative survey approach with 162 valid responses who have utilised these sports facilities through a structured questionnaire. By employing SPSS version 29 and Partial Least Square Structural Equation Modelling (PLS-SEM) analyses via Smart PLS 4.0 software tool, the findings revealed significantly positive relationship between facility aesthetics, service quality, comfort, and safety towards users’ satisfaction, users’ satisfaction and loyalty as well as loyalty and reuse intention. Nevertheless, physical, layout and amenities showed no relationship on users’ satisfaction. The study offered management insights to enhance the public sports facilities, improving users’ experiences and focusing on long-term engagement. Additionally, it suggested the need for effective management practices, strategic upgrades, operational efficiency, and resource optimisation to ensure sustainability of the sports facilities. Keywords: Sports service environment, public sports facilities, satisfaction, loyalty, reuse intention

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