Beijing’s eye-catching Bird’s Nest Stadium has made a notable impression on many Olympic spectators, yet China’s strict security may have detracted from the event, according to new UQ research.
UQ PhD graduate Dr Sandy Ng has delved into the consumer behaviour of the service industry to identify how a customer’s experience at sporting and entertainment events affects their satisfaction, value impressions and most importantly, their intentions to re-attend.
Dr Ng’s research into a range of stadium events, concerts and theatre found excessive security, substandard entertainers, unsafe parking facilities and bad social surroundings deterred crowds and undermined the experience.
Factors that lured ticket holders included the exterior appearance of the venue, positive social surroundings, engaging performers and affordable souvenirs and merchandise.
“The selection of venue is an important factor as consumers will consider if it is worth the time and effort to physically go to attend the event,” Dr Ng said.
“Whilst not being physically present to see the Bird’s Nest Stadium and the Water Cube in Beijing, the uniqueness and size of these venues are simply breathtaking even on TV.
“Managers of such large scale events must shrewdly select performers that are able to draw crowds based on their performance excellence.
“In addition, not only must there be a sufficient number of staff to help customers, these staff must also be knowledgeable to answer customers’ queries.”
Dr Ng said visitors had complained that this Olympics lacked the joyful party atmosphere that was a hallmark of previous events.
“Others have commented that the Olympics in Beijing may have been somewhat over-managed,” she said.
Her four-year study found proper management of such events was crucial and failure to deliver good experiences can have dire consequences such as crowd violence or boycotts.
Dr Ng observed the environment at entertainment venues, held focus groups and purchased a national database to reach recent attendees of sporting, theatre and concert events.
In total, more than 450 respondents completed the study’s questionnaire.
“I am keen to make a difference in this important area of the service economy. The measurements I have developed will allow managers to benchmark and better manage their customers’ experience so that they can consistently provide high quality and memorable entertainment services,” she said.
Media: Dr Sandy Ng (0423 203 006, s.ng@business.uq.edu.au) or Eliza Plant at UQ Communications (07 3365 2619)
