Critical Reflections on the Assessment of the Impact of Quality and Admission Fees Towards Satisfaction and Loyalty of the Exhibitors Participating in the Mega-Event: Karate Semar Cup XI Indonesia 2019

Fiki Sa’adah1Tomoliyus1 Yudik Prasetyo2
1Graduate School, Yogyakarta State University, No. 1 Merbabu Road, Yogyakarta, Indonesia saadah_fiki@yahoo.co.id, tomoliyus@uny.ac.id, yudik@uny.ac.id

Keywords:	Service Quality, Satisfaction, Loyalty, sports Events
Abstract:	This research is a descriptive study using mixed methods (quantitative & qualitative).  The purpose of the
research is to describe the enthusiasm of the people who participated as exhibitors at the mega sports event. The impact of a number of service quality variables on mega sports event participants’ loyalty and satisfaction with the service, the impact of the admission fees on mega sports event participants’ loyalty, the impact of satisfaction on mega sports event participants’ loyalty. The subjects of the research were taken by random sampling methods, with 85 participants from a total population of 310 participants in the 2019 Indonesia Karate Semar Cup event The results of this study showed that there is a significant impact on satisfaction, the impact of the service quality on loyalty is mostly indirect. The impact of the service quality comes entirely from satisfaction. On the other hand, the admission fees for the sports event give negative impact on satisfaction and loyalty. The service quality and the admission fees become important variables for the sports event organizer to keep the participants joining the sports events and build up their loyalty. Therefore, the quality service and admission fees become a strong management instrument to increase the loyalty of the participants joining sports events to decide on strategies such as to increase satisfaction and loyalty of the sports events’ participants.

INTRODUCTION

The potential of an event will bring the hosts’ regional areas, cities and nation, or prospective hosts in sports events aimed at marketing strategies (Daniels, Norman, & Henry, 2004; Gelan, 2003). Moreover, sports events are also socially beneficial to the host community by creating the euphoria and community pride (Andersson, Rustad, & Solberg, 2004; Kim & Mirrison, 2005); the sports participation rate will also increase (taks, Green, Misener, & Chalip, 2014); as well as volunteerism (Fairley, Gardiner, and Filo, 2016; Ralston, Lumson,
& Downward, 2005).

Participation in active sports will give the perpetrators substantial sport benefits (Aizawa, Kurumi, Ji, Yuhei, & Mikihiro, 2017; Berg, Wamer,
& Das, 2015; Wilhite & Shank 2009). Sports activities play an important role in increasing sports participation, with policies and guidelines

implemented by sports organizations and governments. The United States government has implemented a Healthy People program that has national health goals. The United States Government has made guidelines for the policies and the physical educators about the level of physical activity of healthy people to improve health (US Department of Health and Human Services, 2008). Thus, sporting events play a very important role in the development of tourism, improves health through participation in sports events. Surely in developing the management of the sports events, good services, compliance of  the admission fees and improved facilities will certainly give a good quality to the customer. High quality events that are held can be seen from the services, admission fees and facilities provided to event participants will influence the decision process to buy a ticket or attend the events.

To build the loyalty of the people in a positive way can affect several financial indicators of the agency or organizer which consists of cash flow, market,

and probability (Rust & Zahorik, 1993; Zeithaml, Berry, & Parasuraman, 1996). The service quality and satisfaction play important roles as key indicators of loyalty that has been proven in a research related to sports management (Murray & Howat, 2002; Alexandris, Zahariadis, Tsorbatzoudis,
& Grouios, 2004; Clemes, Brush, & Collins, 2011; Ferran, Robinson, & Valette-Florence, 2010; Kyle, Theodorakis, Karageorgiou, & Lafazani, 2010; Yoshida & James, 2010). This contradicts the effects of the service quality and satisfaction on the perpetrators' loyalty (Cronin, Brady, & Hult, 2000; Brady, Voorhes, Cronin, & Bourdeau, 2006; Tsuji, Bennett, & Zhang, 2007; Howat, Crilley, & MacGrath, 2008 ; Koo, Andrew, & Kim, 2008; Lee, Kim, Ko, & Sagas, 2011).

The majority of research studies are related to the quality, satisfaction, and loyalty of paradigm thinking without considering the changing service evaluation process in the decade of the actors (Jiang
& Rosenbloom, 2005; Dagger & Sweeney, 2007). In addition, those who conduct research that show the results of the relationship between several variables change gradually with different actors due to the needs of actors and evaluations change over time (Bolton & Lemon, 1999; Mittal, Kumar, & Tsiros, 1999; Dagger & Sweeney, 2007). The paradigm changes that occur are very important to know for academics and practitioners in order to understand the process of factors or indicators of loyalty to the organization's operations and services to meet the needs of participating actors. On the other hand the effects of price and price discount rates on consumers' views regarding the quality of service products, the value of discounts, consumers have purchase intentions and their willingness to promote discounts related to various types of services (Nusair, Hae, Sandra, & Parsa, 2010). Related research is still very limited in the field of sports management (Rust & Oliver, 1994; Dagger & Sweeney, 2007).

Combining these two concepts as an explanation includes trickle effects that can inspire participation, health effects that have been experienced at a mega sports event. Based on this background, this study will examine the dynamic relationship between

service quality, admission fees, satisfaction and loyalty in sports events. Accordingly, consumers' judgments regarding their overall experience with providers that have the function of evaluating service exchanges (Oliver, 1997; Dabholkar, Shepherd, & Thorpe, 2000; Brady & Cronin, 2001; Martinez & Martinez, 2010a, 2010b).

The purposes of this study are (1) to determine the effect of service quality on service satisfaction and loyalty of event actors, (2) to determine the effect of admission fees on event loyalty, (3) to determine the effect of satisfaction on event loyalty.

This research is very important because the results will show the influence of variables on the event being held, so that it will be an opportunity to improve the eventual information from this study on the sports management development to prepare for competition and to maintain and improve sports that are in demand by the general public not only for the people who are already engaged in the world of sports.

THEORITICAL REVIEWS
Determinants of sports participation behavior
The social ecological model is an attempt to
understand human nature in interactions with the physical and socio-cultural environment (Stokols, 1992, [64T $ DIF] p. 7). This model can be concluded to a framework for studying physical activity (Rowe, Shilbury, Ferkins, & Hinckson, 2013; Sato, Du, & Inoue, 2016). This model has the main principle of behavior influenced by internal variables, namely psychology, and external variables, namely social and political (Sallis et al., 2006).

The internal variable approach is influenced by psychological factors, experiencing emotional conditions when attending sports events, for example the feelings of enjoyment or anxiety towards sports in the following years (Weiss, Kimmel, & Smith, 2001; Crocker, Hoar, Kowalski, Niefer & McDonough, 2004). While external

variables such as policies, for example sports infrastructure related to sports facilities in the environment, and behavior that can be influenced by the promotion of participation that has been held (Rattan, Hollmann, & Breuer, 2013).

The mega sports event as a determinant of sports participation behavior
External variables as determinants of sports participation in a mega sports event based on a social ecological model (Bauman et al., 2012; Vella, Cliff, & Okely, 2014). Large sports events have had a trickle-down effect that affects sports participation (Weed et al., 2015; Potwarka & Leatherdale, 2016). This can be concluded by the ability to increase the interests of sports, pride in the nation, and mass sports participation (Hogan & Norton, 2000).

Research related mega sports events which have both direct and indirect impacts on sports participation. Immediate direct impacts on elite athletes as an important role in sports participation (Mutter & Pawlowski, 2014a, 2014c). Not only it increases the enthusiasm of sports participants who participate, it also motivates new participants to take part in sports activity (Mutter & Pawlowski, 2014b). Whereas the indirect impact through the mechanism of sports improvement and transportation infrastructure (Toohey & Frawley, 2012). People who live in the host area are affected by the sports event that goes more significantly (Mutter & Pawlowski, 2014a; Misener et al., 2015). The characteristics of the community in the host area, for example the economic field which has a strong impact on sports participation (Ruseski & Maresova, 2014). The level of participation is expected to increase to a high level in the area of regional development due to the provision of sports facilities to people who have the opportunity to participate in sports and physical events (Huang & Humphreys, 2012).

Sports Tourism
Green and Jones (2005) give advice on the process of participating in a sports event that provides the benefits of an individual's identity that cannot be

extended by other individuals who have a common goal in certain sports activities. The identity and maintenance arrangements that play important roles in sports tourism destinations (Wheaton, 2007). As for Hinch and Higham (2011) who have the same opinion about fans or participants who have certain goals through experience can certainly improve their status in their particular sports subculture.

Quality of service, satisfaction and loyalty
Research from the service sector in a period of less
than 30 years regarding the conceptual and operational of the reciprocity of these three concepts is much debated by them (Avourdiadou & Theodorakis, 2014; Woodside, Frey, & Daly, 1989; Cronin & Taylor, 1992; Baker & Crompton, 2000; Li & Petrick, 2010).time to time, researchers have developed various models of concepts and measured perceptions of service quality within the scope of sports. From time to time, researchers have developed various models of concepts and measured perceptions of service quality within the scope of sports. The overall service quality is formed due to various aspects especially dimensions (Avourdiadou
& Theodorakis, 2014; Martinez & Martinez, 2010a). Reflective models that provide conclusions that the cumulative quality of service is a high-level factor defined by the dimensions (Ko & Pastore, 2005). As for Dabholkar et al. (2000) proposed that marketers can assess the overall evaluation of the services they provide through measures of overall service quality, on the other hand the diagnostic that they do can measure the interrelationship of service quality at the dimensions level. This concept can be traced  through the work of Alexandris et al. (2004b) and  Ko and Patore (2004). Indicative satisfaction has a cognitive and effective effect, and it describes  certain services as a whole (Avourdiadou & Theodorakis, 2014; Oliver, 1993, 1997; Li &  Petrick, 2010). And various items of overall satisfaction scale in regulating sports settings and participation in sporting events (Avourdiadou & Theodorakis, 2014; Alexandris et al, 2004b; Bodet, 2008).

Loyalty has been studied through a behavioral point of view, especially in the repetitive buying section, this has happened historically (Bodet, 2008). However, there are also researchers who emphasized the insufficient view of only one dimension of the concept of loyalty as a whole (Dick & Basu, 1994; Baldinger & Rubinson, 1996; Oliver, 1997). Thus, the concept of loyalty has two components (Avourdiadou & Theodorakis, 2014; Dick & Basu, 1994). Loyalty attitude examines the thoughts and feelings felt by consumers or participants who express towards some services (eg institutions provide positive recommendations), while indicators of behavioral actions that affect loyalty behavioral. Since the purpose of this study is to examine the process of forming loyalty as a benchmark and to  use an attitude approach. As Bennett and Bove (2002) put more attention to attitudes and classify approaches related to purchases, as well as evaluations of purchases. A work that defines  loyalty as the attitude of the participants towards the sports and the organizer whose service center linkages lead to positive repurchases (eg renewal membership).

The relations between service quality, satisfaction and loyalty
Scientific sources of sports management, a relevant
research that the first category shows that the satisfaction of participants play a mediation related to quality and loyalty (Avourdiadou & Theodorakis, 2014; Wakefield & Blodgett, 1996; Brady et al., 2006; Koo et al., 2008; Kyle et al., 2010; Yoshida & James, 2010; Suh & Pedersen, 2010; Clemes et al., 2011). Whereas the second category that has been proven by research is that loyalty is directly or indirectly influenced by service quality through satisfaction of participants that can be traced to work (Avourdiadou & Theodorakis, 2014; Wakefield and Blodgett, 1999; Cronin et al., 2000; Tsuji et al., 2007; Lee at al., 2011; Theodorakis, Alexandris, Tsigilis, & Karvounis, 2013).

The work of Theodorakis, Howat, Ko, and Avourdiadou (2014) shows that comparing the three service evaluation models through the role of service quality, value, and satisfaction to the development of

loyalty. The results of this study are the overall service quality, which means the participants' satisfaction and only cumulative satisfaction have positive direct impacts on loyalty. Eventually MachIntosh and Doherty (2007) argued that the relations between service attributes (eg facilities, programs, supplementary services) and both overall satisfactions, satisfaction and intention of participants to leave the organization in a study between participants and physical fitness in Canada.

Variasi yang mendominasi penelitian adalah model konseptual yang digunakan berbeda, tingkat dimensi level yang di bawah penyelidikan, penggunakan proses langkah yang pilih global dan atau transaksi- spesifik hanya satu item tindakan dari jumlah variabel tertentu (Avourdiadou & Theodorakis, 2014). Variations that dominate the study are the conceptual models which are used differently, the dimensions of the levels under investigation, using the global selective process and / or transaction- specific measures of only one item of action from a certain number of variables (Avourdiadou & Theodorakis, 2014). Based on theoretical studies, it can be concluded that various studies have found relatively different findings in the field of sports management related to the relationship between these variables.

Method and Material
Descriptive research using mixed methods (quantitative and qualitative).The population of this study are participants of the 2019 Karate Semar Cup XI Indonesia sports event. The research subjects were 85 participants from the total of 310 participants at 2019 Karate Semar Cup Indonesia sports event. The research samples were determined by random sampling due to time limitation, energy and cost. A questionnaire technique is used to collect data. Data analysis techniques using SPSS and PLS - SEM. It is the researcher's hope to find the actual situation on the event through the variables below:
•	Service quality variable (X1)
•	Variable tarif (X2)
•	Customer satisfaction variable (Y1)
•	Customer behavior loyalty (Y2)
•	

This research model and hypothesis can be described and explained

Image 1. Research Model and Hypothesis

Table 1. Evaluation of Measurement Models Assessing the reliability of internal consistency by
evaluating the combined reliability of all constructions. In this study, all composite reliability values were well above the 0.70 threshold, indicating that the combined reliability of each variable was acceptable and confirmed the construct's reliability (Hair et al., 2014; Lowry & Gaskin, 2014). See Table 1.

The construct validity is the extent to which items are to be measured and what is expected in the research (Hair, Anderson, Tatham, & Black, 1995, p. 641). Analysing the construct validity by testing convergent validity and discriminant validity. The convergent validity is a measure of AVE which represents the average communality of each variable factor (Garson, 2012) and must be 0.50 or higher (Hair et al., 2014). This research, all AVE values above 0.50 which indicate dimensions and that the convergent validity of each of the variable factors can be accepted except the service quality variable is influenced by several variables (Table 1).

Evaluation of the Structural Model

Tabel 2. Collinearity Assessment (VIF)

Assessing collinearity considering the variance inflation factor (VIF). The VIF results above (Table
2) concludes this study is far below the threshold value 5 which shows that collinearity is not a problem.

Image 2. The results of the coefficients significance test with structural model path

The picture above presents the relations or correlation between indicators and variables, whether there is an influence of indicators on variables or the impact of variables on other variables. The results obtained from this picture show that service quality is influenced by security (0.755), field (0.663), environment (0.539), tourism (0.397) and facilities (0.129) which are very effective and efficient, because the correlation showed is strong. There are two kinds of correlation, namely positive strong correlation from (0.5) to 1

and negative strong correlation from (-0.5) to 1, while positive weak correlation from 0.00 to below
0.5 and negative weak correlation from 0.00 to -0.5.

The quality of service (0.707), directly influences loyalty. Yet it affects satisfaction with r (0.018). The influence of variable admission fees on satisfaction and loyalty is very small because it approaches 0, namely -0.147 and -0.179, which means the expensive price of sports event tickets does not allow customer satisfaction and loyalty to return to the next sports event.

Image 3. Coefficients graph

This graph shows the associations and correlations between variables and variables showing observations of satisfaction-loyalty associations, service-loyalty quality, loyalty-rates and very low satisfaction-rates. From the observation, admission fees and service quality must be revised to allow more customers to buy tickets for sports events and to increase loyalty through satisfaction.

DISCUSSION

The observations above show that the service quality includes consistent indicators of safety, the field, the environment, tourism and facilities. This has  resulted in the influence of customer satisfaction as an intervening variable between service quality and customer loyalty. The results of the original sample calculation and T statistics which prove that there is a positive and significant effect between service quality on customer satisfaction, and customer satisfaction lies customer loyalty. The result of this study indicates that to achieve customer loyalty, customers have to feel satisfied. To increase and

retain customers who are interested in participating in sports events, they are very satisfied with the service quality. The influence of customer satisfaction on customer loyalty through graphs shows that customer satisfaction has a positive and significant effect on customer loyalty. The research hypothesis which states that customer satisfaction and significant positive effect on customer loyalty can be accepted and admission fees give negative effect on customer loyalty.

CONCLUSION

Based on the research conducted and discussion presented, it can be concluded that the impact of customer satisfaction on customer loyalty shows that customer satisfaction gives positive and significant positive impacts on customer loyalty. The  hypothesis of this study states that customer satisfaction has a positive and significant impact on customer loyalty and irregular admission fees will negatively affect customer loyalty. As a result, service quality and admission fees become powerful management tools to help sports events to increase customer satisfaction and loyalty.
To other researchers, the researcher advises to further expand the instance variable in terms of product quality, emotion, reward. Since there are various variables other than service quality that can affect customer satisfaction in creating customer loyalty.

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