The Effect of Servicescape on Customer Perceived Quality, Satisfaction and Desire to Return to a Sports Service: the Estádio do Dragão (Dragon Stadium) Case

Pedro Ferreira & André Vieira (eds) Back to Basics: consumer-centric marketing or target-centric marketing International Conference on Marketing & Consumer Behaviour – 2013 Back to Basics: consumer-centric marketing or target-centric marketing Porto, 16-17 May 2013 Title: Back to Basics: consumer-centric marketing or target-centric marketing 1st Edition: July, 2013 Editors: Pedro Ferreira, André Vieira Edition and Property: Edições IPAM Av. Boavista, 1102, 1ºDto 4000 - 113 Porto, Portugal Design: André Vieira ISBN: 978-989-98442-4-7 All rights reserved The contents of the papers are the sole responsibility of their respective authors ORGANIZING COMMITTEE MEMBERS Conference Manager Pedro Ferreira Themes Supervisor Irina Saur-Amaral Submissions Coordinator André Vieira Conference Secretariat Supervisor Diana Barradas SCIENTIFIC COMMITTEE Name Affiliation Angel Herrero Crespo Universidad de Cantabria, Spain Carlos Melo Brito Universidade do Porto, Portugal Cláudia Simões UM, Portugal Daniel Sá IPAM – The Marketing School, Portugal Elisa Alen González Universidade de Vigo, Spain Elizabeth Real Universidade Lusíada de VNF, Portugal Ferrão Filipe IPAM – The Marketing School, Portugal Helena Alves UBI, Portugal João Leitão IST, Portugal Luísa Agante Universidade Nova de Lisboa, Portugal Maria José Silva UBI, Portugal Maria Teresa Heath University of Nottingham, UK Miguel Martin D’Ávila Universidad Complutense de Madrid, Spain Osmud Rahman School of Fashion, Ryerson University, Canada Paula Vicente ISCTE, Portugal Raquel Reis Universidade Lusíada de VNF, Portugal Vanessa Apaolaza Ibáñez Universidad del País Vasco, Spain REVIEWERS Name Affiliation Adriana Brambilla UFPB-Brasil Adrienne Steffen Hochschule für Internationales Management Heidelberg Alicia Blanco Universidade Rey Juan Carlos Angel Herrero Crespo Universidad de Cantabria Aruna Mesquita e Noronha S.S.Dempo College of Commerce and Economics Bruno Sousa Universidade do Minho / IPCA Carmen Marques Universidade de Aveiro Cigdem Sahin Okan University Cláudia Carvalho Universidade Portucalense Cláudia Simões Universidade do Minho Conceição Santos ISCTE-IUL Daniel Sá IPAM - The Marketing School Danilo de Oliveira Sampaio Universidade Federal de Juiz de Fora/UFJF/Brasil Elídio Vanzella ESTÁCIO E ENSINE Elisa Alen González Universidade de Vigo Elizabeth Real Universidade Lusíada Emine Özen OKAT ÖZDEM Ege University Faculty of Communication Helena Alves Universidade da Beira Interior Ilham Uludag Yalova University Inês Veiga Pereira ISCAP Irina Saur-Amaral IPAM - The Marketing School Isabell Koinig Alpen-Adria University of Klagenfurt Ivonne Serna Ryerson University João Leitão Instituto Superior Técnico Jolanta Tkaczyk Akademia Leona Koźmińskiego Jorge Marques Faculdade de Economia da Universidade de Coimbra Kalender Özcan ATILGAN University of Mersin Luísa Agante Universidade Nova de Lisboa Maria Fátima Salgueiro ISCTE-IUL Marek Prymon University of Economics, Wrocław Margarida Cardoso ISCTE-IUL Maria José Silva Universidade da Beira Interior Maria Puelles Universidade Complutense Mark Ng Hong Kong Shue Yan University Martín Dávila IPAM - The Marketing School Nagy Katalin University of Miskolc, Faculty of Economics Name Affiliation Osmud Rahman School of Fashion, Ryerson University Özgür Atilgan Istanbul Kultur University Paula Odete Instituto Politécnico de Bragança Paula Vicente ISCTE-IUL Pedro Ferreira IPAM - The Marketing School Pedro Mendes IPAM - The Marketing School Peter Atorough Robert Gordon University Aberdeen Raquel Meneses Universidade do Porto (Faculdade de Economia) Raquel Reis Universidade Lusíada de VNF Ricardo Correia Instituto Politécnico de Bragança Rosa Conde IPAM - The Marketing School Rui Pascoal Faculdade de Economia da Universidade de Coimbra Sally McKechnie Nottingham University Business School Sandra Filipe Universidade de Aveiro Sara Neves Faculdade de Economia da UP Serap ÇABUK University of Cukurova Sérgio Dominique IPCA Silvia Faria IPAM - The Marketing School Susana Marques ISAG - Instituto Superior de Administração e Gestão Susana Romero Universidade Rey Juan Carlos Teresa Pereira Heath Nottingham University Business School Ugur Bakir Ege Üniversitesi Vanessa Apaolaza Ibáñez Universidad del País Vasco Verónica Rosendo Colégio de Estudos Financeiros Back to Basics: consumer-centric marketing or target-centric marketing IPAM – The Marketing School Porto 16-17 May 2013 CONFERENCE PROCEEDINGS Back to Basics: consumer-centric marketing or target-centric marketing Groups of consumers have been the main focus of marketing activity. As an example, the basic idea behind segmentation, one of the most important marketing processes, is that consumers are not all alike. They have different characteristics and lifestyles, which calls for the need to group them (and the market they represent for a respective good) in homogeneous segments so that marketing actions can be better targeted and obtain more effective results. We may call this type of marketing, target-centric marketing. More recently there has been a growing concern with the consumer as an individual. Expressions such as “personalization”, “relationship marketing”, and “co-creation” among others have gained considerable attention from researchers and practitioners. The assumption that “consumers are not alike” takes a step further and consumers are seen as human beings with very specific needs and desires, almost unique or unrepeatable. Each consumer should feel that the marketing action targeted to reach him/her was designed specifically for him/her. This may be called consumer-centric marketing. These two approaches have significant (and different) impacts on marketing practices and marketing management. In target-centric marketing, approaching consumers as a “market” means that companies need to look for characteristics that group consumers and try to know them very well, as a group. In this context, operational marketing tasks are directed to an “anonymous” mass, although a targeted one. In consumer-centric marketing, seeing consumers as unique human beings, whose specific needs and desires need to be fulfilled, demands for a different, more “surgical” approach, even in more operational marketing tasks. Although the latter is gaining supporters, the operational support is much more demanding in terms of processes, human and even financial resources, leaving it difficult for companies to being capable of implementing such a marketing philosophy. This duality was the main focus of our conference as it rises very important questions still unanswered that we invited participants to address. Pedro Ferreira & André Vieira (Editors) 8 Summary SESSION 1 ........................................................................................................................................................................................................ 11 MODELING BRAND EQUITY IN RETAIL BANKING THROUGH COGNITION AND EMOTION...................................................................................12 SOME ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS IN BUILDING BRAND EQUITY...................................................................24 P ERCEPTION OF SOURCES OF BRAND VALUE TAP P ORTUGAL BY THE PERSPECTIVE OF ITS USERS ...............................................................................30 SESSION 2 ........................................................................................................................................................................................................ 43 USING THE EYE TRACKING FOR ANALYSIS OF PREFERENCE FOR VEHICLES......................................................................................................44 ANALYSIS OF THE USAGE AND ATTITUDES OF PAYMENT CARDS USERS IN BOSNIA AND HERZEGOVINA .........................................................55 COMÉRCIO ELETRÔNICO: PERFIL DO CONSUMIDOR DE BELO HORIZONTE/BRASIL QUE REALIZA COMPRAS ONLINE .....................................68 THE EFFECTS OF REVENUE MANAGEMENT STRATEGIES IN CONSUMERS BEHAVIOUR .....................................................................................79 SESSION 3 ........................................................................................................................................................................................................ 89 INTENT TO PURCHASE AND CONSUMPTION OF ORGANIC FOOD IN BRAZIL ....................................................................................................90 RECENT TRENDS IN CONSUMER BEHAVIOR CONCERNING FOODS WITH HEALTH BENEFITS IN RUSSIA .................................................... 104 THE IMPORTANCE OF COUNTRY OF ORIGIN (COO) ON CONSUMERS PREFERENCE: STUDY ON PACKAGED BUTTER IN THE FOOD MARKET OF AZERBAIJAN .................................................................................................................................................................................................. 115 SESSION 4 ..................................................................................................................................................................................................... 125 DETERMINANTS FOR PURCHASES OF AGRICULTURAL PESTICIDES: A STUDY ON THE BUYING BEHAVIOR OF RURAL PRODUCER OF COFFEE IN BRAZIL .......................................................................................................................................................................................................... 126 MOBILE PHONE SURVEYS TO MEASURE CONSUMER BEHAVIOR: EFFECTS ON DATA QUALITY ...................................................................... 140 COMPETING RESEARCH METHODS: WHAT’S BEHIND IT? ............................................................................................................................ 147 SESSION 5 ..................................................................................................................................................................................................... 157 MARKETING IN PUBLIC SERVICES: THE CITIZEN SERVICE POINTS IN PORTUGAL....................................................................................... 158 AVALIAÇÃO DA QUALIDADE DOS SERVIÇOS EM UMA ORGANIZAÇÃO PÚBLICA BRASILEIRA ........................................................................ 170 TERRITORIAL MARKETING: A KEY CONCEPT FOR THE PLANNING AND MANAGEMENT OF CITIES ................................................................ 181 SESSION 6 ..................................................................................................................................................................................................... 193 EVALUATING THE USE OF AVATARS AS SOCIABILITY FACTOR IN E-COMMERCE........................................................................................... 194 INFLUENCES OF SOCIAL MEDIA MARKETING ON PRE-ADULT CONSUMERS.................................................................................................... 208 CONSUMERS’ MOTIVATIONS AND ATTITUDE TOWARD THE USE OF SOCIAL MEDIA MARKETING IN HONG KONG......................................... 220 SESSION 7 ..................................................................................................................................................................................................... 232 MODELING ELECTRONIC AND TOTAL COMMERCE BY INNOVATION DIFFUSION GROWTH MODELS ............................................................... 233 INNOVATION, DYNAMIC CAPABILITIES AND PERFORMANCE IN EXPORT MARKETS ....................................................................................... 240 AN ANALYSIS OF THE DECISION STRUCTURE FOR FOOD INNOVATION ON THE BASIS OF CONSUMER AGE................................................. 255 MARKETING EVALUATION APPROACH IN THE HUNGARIAN MIDDLE-SIZED AND LARGE COMPANIES........................................................... 269 SESSION 8 ..................................................................................................................................................................................................... 283 SOCIAL RESPONSIBILITY CAMPAIGNS AND CONSUMER-CENTRIC MARKETING, ARE THEY IN COHESION? THE PRACTICES OF TOP TEN ORGANIZATIONS IN TURKEY......................................................................................................................................................................... 284 A MULTI-STAGE STUDY TO MEASURE CUSTOMER PERCEPTIONS OF CSR ..................................................................................................... 296 ROLE OF PRICE OFFER FAIRNESS IN WILLINGNESS TO PAY FOR ENVIRONMENTALLY FRIENDLY PRODUCTS ................................................ 308 BENEFITS AND MOTIVATIONS FOR COMPANIES TO IMPLEMENT SOCIALLY RESPONSIBLE PRACTICES.......................................................... 317 SESSION 9 ..................................................................................................................................................................................................... 326 UNDERSTANDING CROSS-BORDER TOURIST REGIONS: A PRELIMINARY APPROACH TO THE CONSUMER PERSPECTIVE ............................... 327 TERRORISM AND INTERNATIONAL TOURISTS .............................................................................................................................................. 334 THE CHOICE OF THE UNIVERSITY ABROAD: A CONCEPTUAL MODEL.......................................................................................................... 342 9 THE IMPACT OF LOW COST AIRLINES ON TOURISM DEVELOPMENT ............................................................................................................ 352 SESSION 10 .................................................................................................................................................................................................. 361 THE ELDERLY GO THE GYM: A LOOK AT MARKETING .................................................................................................................................... 362 THE "MADE IN PORTUGAL" CONSUMPTION AND COUNTRY-OF-ORIGIN (C.O.O.) PERCEPTION IN THE CONTEXT OF CRISIS AND AUSTERITY371 CUSTOMER RESPONSE TO MESSAGE FRAMING IN CAUSE RELATED MARKETING ....................................................................................... 394 SESSION 11 .................................................................................................................................................................................................. 404 O QUE TEM SE FALADO POR AÍ SOBRE MARKETING INTERNO? UM ESTUDO SOBRE A PRODUÇÃO BRASILEIRA NA ÁREA.............................. 405 CONSUMER BEHAVIOUR, CONSUMPTION AND SYMBOLISM: A THEORETICAL DEVELOPMENT ..................................................................... 419 SOCIAL SUPPORT EXPECTATIONS FROM HEALTH CARE SYSTEMSANTECEDENTS AND EMOTIONS........................................................... 430 SESSION 12 .................................................................................................................................................................................................. 439 REVITALIZATION OF OUTSIDE COMMERCIAL AREAS AS STRATEGY TO ATTRACT CONSUMERS AND GET COMPETITIVENESS........................ 440 THE APPLICATION OF MARKET BASKET ANALYSIS TO A FASHION RETAILER............................................................................................ 449 CONSUMER BEHAVIOR IN RETAIL: ONLINE AND OFFLINE – WHAT IS THE FUTURE? .................................................................................... 458 SESSION 13 .................................................................................................................................................................................................. 475 THE LEVEL OF TECHNOLOGY ON SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT.................................................................................. 476 HOW ONLINE FASHION VIDEOS AFFECT CONSUMERS’ PERCEPTION OF BRANDS – EYE TRACKING EXPLORATORY STUDY ...................... 490 THE INFLUENCE OF EWOM GENERATED BY THE REFERENCE GROUPS ON FACEBOOK, IN PORTUGAL. ....................................................... 500 SESSION 14 .................................................................................................................................................................................................. 511 ATRIBUTOS INFLUENCIADORES DA ESCOLHA POR VEÍCULOS: ASPECTOS EXPERIENCIAIS E SIMBÓLICOS ..................................................... 512 THE OTHER CUSTOMER’S PRESENCE IN THE SHOPPING EXPERIENCE: A CONCEPTUAL APPROACH .......................................................... 524 EXPERIENCE MARKETING AND HOSPITALITY INDUSTRY: SOCIAL MEDIA AS A TOOL TO ENHANCE CUSTOMER EXPERIENCE........................ 535 SESSION 15 .................................................................................................................................................................................................. 543 DRIVERS OF INNOVATION UNDER TURBULENT TIMES IN THE HOTEL INDUSTRY.......................................................................................... 544 INDIVIDUAL AND SOCIAL MARKETING IN CULTURAL ROUTES OPERATION................................................................................................. 561 HOW TO MEASURE BRAND PERSONALITY OF A NATURE-BASED TOURIST DESTINATION ......................................................................... 573 SERVICE QUALITY MEASUREMENT IN THERMAL SPAS’ TOURISM ............................................................................................................... 581 SESSION 16 .................................................................................................................................................................................................. 593 A IMPORTÂNCIA RELATIVA DA EMOÇÃO E DA RAZÃO NO PROCESSO DE TOMADA DE DECISÃO DO CONSUMIDOR......................................... 594 HEDONIC CONSUMPTION AND DEPRESSED MOOD: HOW DOES DEPRESSION INFLUENCE CONSUMER BEHAVIOR? .................................. 608 MAIN DRIVERS FOR PURCHASE DECISION IN THE PHARMACEUTICAL MARKET FOR MANDATORY PRESCRIPTION DRUGS ....................... 616 THE INFLUENCE OF ETHNOCENTRICITY IN PURCHASE BEHAVIOR AND ETHNOCENTRIC ATTITUDES ........................................................... 632 SESSION 17 .................................................................................................................................................................................................. 639 RECEPTIVITY TO ADVERTISING IN SOCIAL NETWORKS: AN EMPIRICAL REPLICATION WITH PORTUGUESE USERS....................................... 640 A STUDY OF FASHION MOBILE MARKETING FROM THE USERS’ PERSPECTIVE ........................................................................................... 651 INTERNET AND CONSUMER EMPOWERMENT: THE ROLE OF DECISION AIDS AND SOCIAL MEDIA ................................................................. 663 SESSION 18 .................................................................................................................................................................................................. 674 STANDARDIZATION VS. LOCALIZATION OF PHARMACEUTICAL ADS: EVIDENCE FROM GERMANY/AUSTRIA AND THE UNITED STATES .... 675 LIMITS TO TRANSPARENCY IN CORPORATE COMMUNICATION: A REFLECTION ON NEED TO EMBRACE SACRED IN SECULAR SPACE OF BSCHOOLS ....................................................................................................................................................................................................... 691 LOCATION BASED SALES PROMOTION STRATEGIES..................................................................................................................................... 697 SEX AND THE CITY AND BRANDS. AN EXPLORATORY STUDY OF THE EFFECTS OF PRODUCT PLACEMENT IN YOUNG PORTUGUESE VIEWERS709 SESSION 19 .................................................................................................................................................................................................. 721 MARKETING STRATEGY AND THE FLOWERS TRADE WITH PORTUGAL ........................................................................................................ 722 THE MARKETING PLAN IN THE WINE PRODUCING COMPANIES IN PORTUGAL .............................................................................................. 734 809 The scoreboards add excitement to the place .139 .137 .811 .216 .023 The scoreboards provide interesting statistics .191 .123 .809 .115 .109 This facility has high quality scoreboards .159 .266 .643 .133 .208 The seat arrangements provide plenty of space .239 .182 .234 .803 .098 There is plenty of knee room in the seats .192 .122 .185 .785 .078 This facility provides comfortable seats .195 .193 .181 .749 .132 This is an attractive facility .144 .217 .160 .131 .888 This facility’s architecture gives it an attractive character .135 .189 .080 .080 .884 This facility is painted in attractive colours .408 .015 .248 .108 .559 Quality The overall quality of this facility is: much worse than I expected – much better than I expected .851 The overall quality of this facility is: not at all what it should be – just what it should be .837 The overall quality of this facility is: terrible – great .750 Satisfaction The overall feeling I get from this facility: puts me in a bad mood – puts me in a good mood .911 The overall feeling I get from this facility: is dissatisfaction – is satisfaction .911 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Analyses of Hypotheses and Results Hypothesis 1 aims to determine to what extent the quality perceived by the spectators (dependent variable) is explained by the variables that belong to the Servicescape, in particular Layout Accessibility, Facility Aesthetics, Seating Comfort, Electronic Equipment and Facility Cleanliness (independent variables). Thereby we proceed to Multiple Linear Regression Analysis, a statistical technique used to analyse the relationship between a single dependent variable and several independent variables (Hair et al., 1998). The coefficient of determination R² (R² = 0.365) tends to be influenced by the sample size and it is considered an optimistic measure of the quality (Pestana and Gageiro, 2005). Thereby, alternatively it is possible to use the R² Adjusted (adjusted R² = 0.355). 35.5% of the variability of the Perceived Quality of Servicescape is explained by the variables of Servicescape. The analysis of the simple correlation coefficient (R=0.604) suggests that there is a high positive correlation (R> 0.6) between the variables (Table 3). 810 Hypothesis 2 was also supported (Table 4). By analysing the simple correlation coefficient (R = 0.482) we verified that there is a good positive correlation (R> 0.4) between the variables. The adjusted coefficient of determination (adjusted R ² = 0.230) suggests that 23.0% of the variability of the dependent variable Satisfaction is explained by the independent variable Quality. Similar to hypothesis 1 and 2, hypothesis 3 was also supported. Repatronage Intention consists of a single variable, therefore impossible to make a Principal Component Analysis as in the case of the other dimensions. Thus, the hypothesis that satisfaction positively influences the return of the spectator is tested by a Pearson Correlation between the factor Satisfaction and the variable "In the future, their presence in the games in this stadium will... Not Frequent / Very Frequent)". The satisfaction of the spectators has an influence, although small (R = 0,201) in the pre-disposition to return to the stadium to watch a football match, so we can say that an increase in spectator satisfaction has a positive effect on its return to the stadium. Table 3 – Regression Analyses between the Servicescape Variables and Quality R R Square Adjusted R Square Durbin-Watson 0,604 0,365 0,355 2,133 ANOVA Sum of Squares df Mean Square F Sig. Regression 109,454 5 21,891 34,743 0,000 Residual 190,282 302 0,63 Total 299,736 307 Coefficients B Std. Error Beta T Sig. (Constant) 0,014 0,045 0,303 0,762 Accessibility 0,321 0,045 0,325 7,088 0,000 Aesthetics 0,168 0,045 0,170 3,716 0,000 Comfort 0,363 0,045 0,367 8,008 0,000 Electronic Equip. 0,206 0,045 0,208 4,541 0,000 Cleanliness 0,226 0,045 0,229 4,992 0,000 a. Predictors: (Constant), ACCESS, AESTHE, COMFO, EQUIP ,CLEAN b. Dependent: QUALID Table 4 – Regression analysis between Quality and Satisfation R R Square Adjusted R Square Durbin-Watson 0,482 0,232 0,230 1,889 ANOVA Sum of Squares Df Mean Square F Sig. Regression 76,454 1 76,454 99,022 0,000 Residual 252,474 327 0,772 Total 328,929 328 Coefficients B Std. Error Beta T Sig. (Constant) 0,001 0,048 0,017 0,987 Quality 0,483 0,049 0,482 9,951 0,000 a. Predictors: (Constant), QUALID b. Dependent: SATISF 811 5. Discussion of Results Our aim with the present research is to examine a model that verifies which are the dimensions of the servicescape that can influence certain key service variables. The results show that the servicescape has an influence on Perceived Quality and Satisfaction of the Dragon Stadium spectator. Internal satisfaction has an impact on the spectators’ behaviour, and in their loyalty, which translates into Repatronage Intention. Factorial Analysis resulted in five servicescape factors as in the work of Wakefield and Blodgett (1996). Seating Comfort is the dimension that has a greater load variation in the quality perceived by the spectator, going once more towards the study of Wakefield and Blodgett (1996) who believe that this dimension is relevant for those services where the customer has to be sitting for long periods of time. In addition, Melnick (1993) reached a similar conclusion, arguing that the physical comfort is an important factor in the quality of the stadium and facilitates the enjoyment of the match. Layout Accessibility was empirically proved as a determinant factor, as demonstrated in other studies (Wakefield and Blodgett, 1996; Lucas, 2003). Indeed, a confined space, with narrow entrances and exits, or even with tight corridors will give a feeling of being cramped or crowded. As Hui and Bateson (1991) stated, an area perceived as overcrowded affects the emotions and behaviours of customers and therefore tends to be perceived as lower quality. In many cases it is important to find on the service facilities multiple customers on the service facilities (examples of such services are: restaurant, hotel, cinema, theatre, holiday camp, etc.), and if that does not happen it can be interpreted as being a poorer service. However, the presence of other customers must be moderate for each service. Perceptions of a full stadium adds excitement, but shall not be such that it makes the spectator feel crowded and make the trip to auxiliary services difficult (for example, restaurants), thereby reducing their consumption. Therefore, we can say that overcrowded environments reduce the excitement and customer satisfactions within the servicescape. A spectator that feels uncomfortable due to presence of other spectators may leave the stadium before the end of the game and feel doubt and hesitation in attending other matches in the future (Wakefield and Sloan, 1995). In terms of Facilities Cleanliness, its importance has been highlighted in several studies that relate perceived servicescape cleanliness with future customer behaviour, and it happens in this study. In accordance with the outcome of Wakefield and Blodgett (1996) we can state that Cleanliness is an important aspect of the quality of service and customer satisfaction, and is particularly important in those services where the customer spends longer periods of time as is the case of a football match. Electronic Equipments can be used not only as a technological way to broadcast information (hours, play time, result, etc.) but also as a way of entertainment during the service experience (instant replays, sports news, trivia and statistics of players on the field, among others) (Wakefield and Blodgett, 1996). In this research, despite the fact that Electronic Equipment has been in fourth place we are able to state that, for the spectators of Futebol Clube do Porto, this is a factor of substantial importance. Lastly, the Aesthetic factor has also been proven as influential on the perception of quality. In this paper, the adjustment of servicescape to sporting events was carried out essentially building on the work of Wakefield and Blodgett (1996). The authors conducted an empirical study into three different services: in soccer, baseball and casino. We consider it interesting to note that their sample was only about football, the same sport as this research, which could prove the capacity of influence of the five servicescape dimensions, since the other two failed on Electronic Equipment (sample Baseball) or the Seat Comfort (Sample Casino). The satisfaction has an impact on the future behaviour of the spectators, particularly in their willingness to return to the stadium. Thus, after the confirmation of the two previous hypotheses, it is possible to recognize the importance of servicescape to keep viewers interested so that they return to the stadium. Wakefield and Blodgett (1996) argued that to maximize customer satisfaction it is necessary that the managers of leisure facilities, including sporting events, regularly assess the quality of their servicescapes. Discussion and implications On the Analysis of Multiple Linear Regression we realized that the servicescape influences the spectators’ perceived quality of the Dragon Stadium. In particular, we emphasize the dimension Seating Comfort, which occupies the first place in the explanation of the variance in the model, followed by the dimension Layout Accessibility, Facilities Cleanliness, Electronic Equipment, and finally the Aesthetic Dimension. 812 We must point out that today's customers have at their disposal an extremely wide range of leisure services, a fact that became progressively more challenging for service providers. In this way, and to turn the customer into a loyal one, managers should create a value-added service in order to achieve customer preference. We were also able to prove that the perceived quality influences satisfaction, and this, in turn, influences the desire of the spectators to return. Managers who focus only on the delivery of the service and not on making the service encounter environment enjoyable, may be losing further sales and not maximizing their profits. As a final reflection, on this research, it was possible to verify the importance of physical evidence management. It is essential to guide managers of leisure services in order to choose the elements of the servicescape to change or to improve. Consequently, we consider it critical to develop improved and increased studies, taking into account that there is still a very small number of investigations focused on this approach. Managerial contributions In this investigation, we analyzed two distinct data about the five servicescape variables, namely, the average ratings allocated and the contribution of each variable in the change of the perceived quality. Curiously, the variable with the lowest rating is the one with a higher variance value, while the variable that spectators ranked in first place is the last on explaining the variation of the model. Effectively, Aesthetics was the factor with the highest average (mean = 6.52) and ranked in last in the contribution to the explanation of the variance of the perceived quality (Beta = 0.170). Moreover, the comfort factor, which was classified with an average of 5.42 (on the 5th and last place), is the one that presents the highest beta value’s (Beta = 0.367). The remaining factors obtained the same results for both. Thus, the Navigation is in the second place of the two classification variables (mean = 6.30) and the contribution of the variants in the model (Beta = 0.325). The same goes for Cleaning, which is in third place (mean = 6.06, Beta = 0.229), as well as the Electronics, fourth (mean = 5.72, Beta = 0.208). These results suggest that an eventual investment to improve the comfort scale factor will represent an increase in the perceived quality, to a greater extent when compared to a possible improvement on the remaining four dimensions in the study. The study also shows that FC Porto can be satisfied with the good work that has been developed, as the high scores given by the spectators to all the dimensions of the servicescape show, as well as the average occupancy rate in the stadium (over 74%), and the growth of the gate receipts of approximately 9% during 2008-2011 (Futebol Clube do Porto, 2011 and Futebol Clube do Porto, 2012). We conclude that the Dragon Stadium embodies what we consider to be an example of good management and implementation of the servicescape variables, which leads to a progressive increase in satisfaction of its spectators, and consequent increase on visits and gate receipts. 6. Conclusion This study adds to the growing body of literature on servicescape by exploring the concept applied to the area of sports entertainment, where studies are still limited. Furthermore, the vast majority analyzes only a single dimension or even a single item, like music or decoration. By considering the full spectrum of the servicescape applied to a football stadium, this research aims to fill this gap. Additionally, there are few studies in Portugal concerning the servicescape of sports entertainment, and even less when considering its effect on service quality, satisfaction, and desire to return. Since increasing the gate revenues is essential and this requires an understanding of spectators’ behavior, our purpose is to provide guidance to sports managers to increase competitive advantage through servicescape. Our study proposes a “starting point” that future research should extend and further refine. The following gives a list of future directions: - We consider it would be interesting if future studies repeat the survey in more matches, since our research was performed in a single match; - We note that it would also be interesting to evaluate the service-core based on the same variables in order to compare the influence of both. Some studies have already addressed such differences, namely Madrigal (1995) reached the conclusion that some attributes of the game have contributed to the enjoyment of the spectator. Tomlinson et al. (1995) in their study have concluded that both dimensions are important for the spectators, and that the servicescape was regarded as the most important in contrast with the service core. 813 - Other research opportunity exists in the analysis of the fanaticism and loyalty to the soccer club. Although the servicescape dimensions influence the spectators, it is likely that some loyal supporters will return to the stadium more for its loyalty to the club than because the perceived quality of the servicescape (Lee et al., 2003). - Also, the effect on sales profit may be further studied. Positive perceptions upon the physical environment influence customers’ desire to stay, to return, and to spend money (Mehrabian and Russell, 1974). Hui and Bateson (1991) show in their research that pleasant environments lead to a greater desire to stay in that specific space, drawing attention to the the fact that sales profits that result from a longer stay in the facilities can be higher than the amount spend on the ticket (Wakefield et al. 1996). - Finally, Uhrich and Benkenstein (2011) research found that positive perceptions of other customers, the density, their appearance and their behavior can influence the response of customers to the environment. 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