Using Expectation to Segment Taiwan Professional Baseball Spectator

This study comprises two stages that empirically investigate and evaluate the perceptions and importance of service elements expectations of professional baseball spectator in Taiwan. Study I is designed to collect the perception of spectators service elements expectations focus groups meetings, which also help the research to develop an appropriate research instrument for the evaluation of the importance of service elements expectations to Taiwan professional baseball spectators. Study II collected 1020 questionnaire survey samples and used cluster analysis approach to segment TPB spectators into six meaningful groups by service elements expectations. This book provided a different angle for sports organizers to consider, and an outline for assisting managers design service packages that are highly responsive to the target market.

Autorentext

Dr. Hsien-Che Huang is an Assistant Professor within the Institute of Physical Education, Health and Leisure Study at School of Management , National Cheng Kung University(Taiwan), where he teach sport service management and sport facility management. His research interests broadly include consumer behaviour in relation to sport services.