Spectator satisfaction as a mediator between the influence of quality dimensions and intention to attend semi-professional basketball games in South Africa

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dc.contributor.authorMokoena, Katleho
dc.contributor.co-supervisorMabasa, P. N.
dc.contributor.supervisorTesnear, S., Dr.
dc.date.accessioned2025-10-21T10:43:43Z
dc.date.available2025-10-21T10:43:43Z
dc.date.issued2024
dc.descriptionMM (BA) (Business Administration, Faculty of Management Sciences), Vaal University of Technology.
dc.description.abstractSport is a broad and dynamic field that includes a variety of team or individual physical games and activities frequently governed by rules and contests. It promotes qualities like determination, discipline and teamwork while providing an environment for entertainment, skill development, physical fitness and interactions with others. Sport also has major cultural, economic and health effects that impact societies all over the world. Participation in sport offers numerous benefits, including improved physical health, enhanced mental well-being and the development of valuable life skills such as teamwork, leadership and resilience. Moreover, sport participation fosters social interaction, community engagement and a sense of belonging, contributing to overall societal cohesion. Basketball spectator attendance, particularly in South Africa, varies depending on factors such as game quality, physical environment, interaction quality and outcome quality, among others. Whilst basketball has been growing in popularity in South Africa, particularly in urban areas, it still trails behind more established sports like rugby, cricket and soccer in terms of spectator attendance. Major events such as international tournaments or high-profile domestic games can attract significant spectators, especially in cities with a strong basketball culture like Johannesburg and Cape Town. However, compared to other regions where basketball enjoys more widespread support, spectator attendance in South Africa may be relatively lower. Efforts to promote the sport at the grassroots level, improve infrastructure and increase awareness could contribute to boosting basketball spectator attendance in the country over time. This study explores the role of the spectator as a mediator between satisfaction and intention to attend semi-professional basketball games in South Africa. Drawing on the service quality model (SERVQUAL) and self-determination theory (SDT), this study investigates their intention to attend future games. The participants that matched the present sample requirements were found using a non-probability snowball sampling approach. A total number of 302 questionnaires were collected and analysed. Through a quantitative survey of semiprofessional basketball spectators in South Africa, data were collected to analyse the relationships between satisfaction, intention to attend and the mediating role of the spectator experience. To ascertain the degree of event quality dimensions, spectator satisfaction and intention to attend, as well as to identify the underlying variables of the constructs, means and factor analysis were employed. Findings suggest that spectator satisfaction significantly influences intention to attend, with the spectator experience serving as a mediator in this relationship. Understanding these dynamics can inform strategies to enhance spectator satisfaction and increase attendance at semi-professional basketball games in South Africa. Furthermore, drawing from these conclusions, the limitations of the study, opportunities for future research and contributions are examined.
dc.identifier.urihttps://hdl.handle.net/10352/827
dc.language.isoen
dc.publisherVaal University of Technology
dc.subjectGame quality
dc.subjectPhysical environment
dc.subjectInteraction quality
dc.subjectOutcome quality
dc.subjectSpectator satisfaction
dc.subjectIntention to attend
dc.subject.lcshDissertation, Academic -- South Africa.
dc.subject.lcshBasketball.
dc.subject.lcshSports spectators -- Attitudes.
dc.titleSpectator satisfaction as a mediator between the influence of quality dimensions and intention to attend semi-professional basketball games in South Africa
dc.typeThesis
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