Purpose

While existing research has predominantly focused on the positive relationships between service quality and outcome variables, there has been limited investigation into the influence of food service quality on these variables or the moderating role of stadium atmosphere in the realm of sports marketing. This study aims to fill these gaps by examining the structural relationships between baseball stadium food quality, timeliness, satisfaction, and behavioral intention with an emphasis on the moderating effect of stadium atmosphere.

Design/methodology/approach

The data were collected from spectators attending baseball games. This study established the validity of the measurement scale through confirmatory factor analysis, factor loadings, average variance extracted, and construct reliability using Cronbach’s alpha. In addition, this study employed structural equation modeling with maximum likelihood estimation to examine positive relationships and mediating effects and used Jamovi statistical software to conduct moderation analysis.

Findings

The findings demonstrate the significant impacts of food quality on satisfaction and behavioral intention, the positive effects of timeliness on satisfaction and behavioral intention, and the notable influence of satisfaction on behavioral intention. Additionally, this study found that satisfaction partially mediates the aforementioned relationships and that stadium atmosphere moderates these pathways.

Originality/value

This study contributes to the literature by addressing the impact of food service quality on outcome variables within sports marketing, an area that has received limited attention. Specifically, it examines how food quality and timeliness influence consumer satisfaction and behavioral intention. Furthermore, the study highlights the moderating role of stadium atmosphere, demonstrating its potential to enhance the relationship between food quality and consumer outcomes. These findings expand our understanding of consumer behavior in sports settings, offering practical strategies for team officials to enhance fan experiences. By diversifying menu options, optimizing concession operations, and collaborating with local vendors, team officials can significantly improve food service quality and create a more engaging stadium atmosphere.

中文翻译：

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棒球场餐饮服务质量对结果变量的影响，重点关注体育场气氛的调节作用

 目的

虽然现有的研究主要集中在服务质量和结果变量之间的正向关系，但对食品服务质量对这些变量的影响或体育场气氛在体育营销领域的调节作用的研究有限。本研究旨在通过研究棒球场食品质量、及时性、满意度和行为意图之间的结构关系来填补这些空白，重点关注体育场气氛的调节作用。

设计/方法论/途径

这些数据是从观看棒球比赛的观众那里收集的。本研究通过验证性因子分析、因子载荷、提取平均方差以及使用 Cronbach's alpha 构建信度来确定测量量表的有效性。此外，本研究采用结构方程模型和最大似然估计来检验正向关系和中介效应，并使用Jamovi统计软件进行调节分析。

 发现

研究结果表明，食品质量对满意度和行为意向有显着影响，及时性对满意度和行为意向有积极影响，满意度对行为意向有显着影响。此外，这项研究发现满意度在一定程度上调节了上述关系，而体育场气氛则调节了这些路径。

 原创性/价值

这项研究通过解决食品服务质量对体育营销中结果变量的影响（这一领域受到的关注有限）为文献做出了贡献。具体来说，它研究了食品质量和及时性如何影响消费者满意度和行为意图。此外，该研究强调了体育场气氛的调节作用，证明了其增强食品质量和消费者结果之间关系的潜力。这些发现拓展了我们对体育环境中消费者行为的理解，为球队官员提供了增强球迷体验的实用策略。通过多样化菜单选项、优化特许经营以及与当地供应商合作，球队官员可以显着提高餐饮服务质量并营造更具吸引力的体育场氛围。