| Budget Amount *help |
¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000)
Fiscal Year 2010: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2009: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2008: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
|
|---|
| Research Abstract |
This research presents a structural model of relationships between service quality, customer satisfaction and loyalty. The concept "experience value" (introduced by Schmitt (2000)) is also considered in this framework. The proposed model comes from the structural model for the American Satisfaction Index (ACSI), which is provided by Fronell et al. (1996). On the basis of the structural model, a scoring method for customer satisfaction, service quality, experience value and loyalty is provided. Web-based customer survey was conducted for Japanese professional baseball in the end of January of 2009, 2010 and 2011. Then, the cause-effect model for between the service quality (such as the team performance, the attractiveness of teams and players, stadium equipment/service, etc), customer satisfaction, and loyalty was estimated, and these factor scores were provided for each team. The model for experience value was also constructed and its scores were obtained. In addition, we examined the relationship between these scores and the number of spectators of the home stadium for the underlying teams.
|
