Linking car racing attendee expectations and values with trust, satisfaction and loyalty outcomes

Few sports events studies attempt multi-level understanding of consumer-perceived values as potential pathways towards competitive advantage and market leadership. This study of 1242 car racing attendees, shows value as a five dimensional higher-order construct; develops six motivational attendee groupings; frames: pre-event expectations, at-event values, and postevent satisfaction, trust and loyalty along a timeline consumer perception process; and finally shows the common pathways of the values-expectations outcomes model across different consumer groups. Implied timeline-related survey verbiage remains an important consideration as each construct measurement item is operationalized. This paper is of use to major events managers, marketers and retail researchers.

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12th International Decision Sciences Institute Conference and 18th Asia Pacific Decision Sciences Institute Conference

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