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Research in Dance and Physical Activity
[ Article ]
Research in Dance and Physical Activity - Vol. 7, No. 2, pp.27-49
ISSN: 2951-4770 (Online)
Print publication date 31 Aug 2023
Received 29 Jun 2023 Revised 24 Jul 2023 Accepted 13 Aug 2023
DOI: https://doi.org/10.26584/RDPA.2023.08.7.2.27

The Effects of Servicescape and Educational Service Quality on Parents’ Satisfaction and Loyalty in the Context of Youth Soccer Clubs

Daehwan Kim*
Pukyong National University, Republic of Korea, Associate Professor

Correspondence to: *Email address: dk@pknu.ac.kr

Abstract

The purpose of this study was to examine how the quality of educational programs and the service environment (i.e., servicescape) influence parents’ loyalty to youth soccer clubs. The present study targeted parents of youth soccer club members in the province of Gyeongnam in South Korea as a research population, and 350 online surveys were distributed via a convenience sampling method. After deleting 44 cases with incomplete responses, 306 cases were utilized in the final analysis. A confirmatory factor analysis and structural equation modeling were conducted to test the research hypotheses.The results showed that educational service quality and servicescape positively influenced parent satisfaction. Additionally, there was no difference between the effects of educational service quality and servicescape on parent satisfaction.Lastly, the results revealed that parent satisfaction had a positive effect on their loyalty to youth soccer clubs. This study offers a holistic framework for understanding the pivotal factors for parents’ satisfaction and loyalty in the context of youth soccer clubs and provides practical implications for developing management strategies in this context.

Keywords:

youth soccer club, educational service quality, servicescape, satisfaction, loyalty

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