Participation Motivation, Perceived Service Quality, Satisfaction and Service Value on Behavioral Intention among Youth Sports Club Members in Fuzhou, China

Chen, Baoying (2023) Participation Motivation, Perceived Service Quality, Satisfaction and Service Value on Behavioral Intention among Youth Sports Club Members in Fuzhou, China. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

In China, youth sports clubs have developed into a significant force in developing young people's sports interests and habits, enhancing their physical fitness, and advancement of their sporting skills. Unfortunately, the rapid growth of youth sports clubs now faces several issues that prevent them from reaching optimum impact in the youth community. This study aims to understand the motivation of youths to participate in sports clubs and to examine relevant factors (perceived service quality, service value, and satisfaction) that influence their choice and revisitation of sports clubs (behavioral intention). The present study utilized a 2-stage stratified sampling technique to determine the sample size. A self-administered questionnaire was employed to collect data, involving 553 respondents from the members of youth sports clubs in Fuzhou, China. The parsimony model goodness-of-fit indicators showed that the SEM model developed in the current study is valid and matches the data well (χ2/df = 2.156, RMSEA = 0.046, GFI = 0.923, AGFI = 0.906, NFI = 0.920, IFI = 0.956, CFI = 0.955, TLI = 0.950). The results revealed that participation motivation, service quality, and satisfaction have significant positive effects on behavioral intention, with service quality having the greatest effect (β = 0.326), followed by motivation (β = 0.24) and satisfaction (β = 0.183). In addition, perceived service quality also significantly mediated the relationship between participation motivation and behavioral intention, participation motivation and service value, and participation motivation and satisfaction. The perceived service quality dimensions that youth members valued most were service empathy, assurance, and reliability. Sports clubs should emphasize planning activities according to the needs and capability of young participants, providing skillful and knowledgeable staff to ensure quality service, and enhancing participants′ behavioral (repurchase and recommend) intention. Members of youth sports clubs are highly motivated to participate in the club, specifically due to self-expression, social, physical, and mental health motivation. Hence, sports clubs should provide an environment and opportunity for youth to exhibit their talent and to mingle with friends. Satisfaction plays a mediating role in the relationship between motivation and behavioral intention. This finding reflects the importance of improving members′ satisfaction with all aspects of the club experience which helps to enhance youths′ willingness to join and revisit the club