Influencing Factors on Spectators' Revisit Intention In Minor League Baseball (MiLB): Spectators' Perceptions of Complaint Management Practices

Abstract

This study investigates four influencing factors (i.e., facility quality, performance quality, interaction quality, and complaint management) on fans' satisfaction and perceived value, which further leads the intention to return. A total of 238 respondents of a Class A Short Season Minor League Baseball (MiLB) team participated in an online survey. Data were analyzed primarily with structural equation modeling (SEM) to investigate the relationship between study variables. The results indicated that spectators' satisfaction was influenced by interaction quality, performance quality, and complaint management while perceived value was predicted by facility quality and interaction quality. In predicting spectators' revisit intention, fans' perceived value was more critical in comparison to their perceived level of satisfaction.