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The effects of service provider employment status and service quality exchange on perceived organizational image and purchase intention

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  • Kim, May
  • Trail, Galen T.

Abstract

Volunteers are a major labor source in sports; however, the impact of volunteers on organizational image or on customers' repatronage intentions has not been studied. An experimental study (2 x 3 factorial design) was employed to explore the effect of Employment Status of the service provider and perceived Quality of Service Exchange on Perceived Organizational Image and Intention to Attend a Game with 461 college students who were potential customers of college sports. Quality of Service Exchange included Technical Aspects (presenting of information vs. presenting of no information) and Relational Aspects (willingness to help vs. unwillingness to help). Results showed that both Perceived Organizational Image and Intention to Attend a Game were primarily determined by Quality of Service Exchange. Employment Status and the interaction term between Employment Status and Quality of Service Exchange only minimally influenced the two dependent variables. This suggests that potential customers of college sports did not distinguish the service of volunteers from that of paid-employees.

Suggested Citation

  • Kim, May & Trail, Galen T., 2010. "The effects of service provider employment status and service quality exchange on perceived organizational image and purchase intention," Sport Management Review, Elsevier, vol. 13(3), pages 225-234, August.
    • Handle: RePEc:eee:spomar:v:13:y:2010:i:3:p:225-234
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    References listed on IDEAS

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    Cited by:

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    2. Lock, Daniel & Filo, Kevin & Kunkel, Thilo & Skinner, James, 2013. "Thinking about the same things differently: Examining perceptions of a non-profit community sport organisation," Sport Management Review, Elsevier, vol. 16(4), pages 438-450.
    3. McLeod, Christopher M. & Holden, John T. & Hawzen, Matthew G. & Chahardovali, Tarlan, 2019. "Do influxes of atypical labor make sport event workers prone to exploitation?," Sport Management Review, Elsevier, vol. 22(4), pages 527-539.
    4. Antonio Fernández-Martínez & Raquel Pérez-Ordás & Román Nuviala & Mónica Aznar & Ana María Porcel-Gálvez & Alberto Nuviala, 2020. "Communication as a Strategy to Promote Sports and Health Activities Designed for Adolescents," IJERPH, MDPI, vol. 17(13), pages 1-13, July.
    5. Antonio Fernández-Martínez & Mónica Haro-González & Román Nuviala & Raquel Pérez-Ordás & Alberto Nuviala, 2020. "Women and Physical Activity in Fitness Centres. Analysis of Future Intentions and Their Relationship with Age," IJERPH, MDPI, vol. 17(15), pages 1-15, July.
    6. Alfonso Castillo-Rodriguez & Wanesa Onetti-Onetti & José Luis Chinchilla-Minguet, 2019. "Perceived Quality in Sports Centers in Southern Spain: A Case Study," Sustainability, MDPI, vol. 11(14), pages 1-8, July.
    7. Raquel Pérez-Ordás & Mónica Aznar Cebamanos & Román Nuviala & Alberto Nuviala, 2019. "Evaluation of Extracurricular Sports Activities as an Educational Element for Sustainable Development in Educational Institutions," Sustainability, MDPI, vol. 11(12), pages 1-13, June.

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