프로배구경기장의 서비스스케이프 척도개발 및 적용 = Development and Application of a Servicescape Scale for Professional Volleyball Stadium

다국어 초록 (Multilingual Abstract)

The purpose of this study is to develop a servicescape scale for professional volleyball stadiums and to evaluate its validity, reliability, and applicability using various analytical methods. By doing so, this study aims to provide fundamental data for future research utilizing the servicescape of professional volleyball stadiums. Following the procedures outlined in previous studies on scale development, an eight-step process was employed: (1) Review of previous studies, (2) Extraction of preliminary factors and items, (3) Refinement and evaluation of items, (4) Preliminary survey, (5) Collection of main data, (6)Ensuring the validity of items, (7) Evaluation of item effectiveness, (8) Analysis of the applicability of the developed scale. As a result of the analysis, the servicescape scale for professional volleyball stadiums was developed with six factors—convenience, cleanliness, aesthetics, cheering culture, human factors, and informativeness—comprising 29 items. Furthermore, to examine the applicability of the developed scale, the relationships between spectator satisfaction and intention to revisit were analyzed. The study results indicated that cleanliness, cheering culture, human factors, and convenience had a significant influence on spectator satisfaction, while aesthetics, cleanliness, informativeness, convenience, and human factors significantly affected intention to revisit.
These findings confirm the applicability of the servicescape scale for professional volleyball stadiums.