Μεταπτυχιακές Εργασίες
Μόνιμο URI για αυτήν τη συλλογήhttps://pyxida.aueb.gr/handle/123456789/42
Περιήγηση
Πλοήγηση Μεταπτυχιακές Εργασίες ανά Συγγραφέα "Antiochos, Panagiotis"
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Α Β Γ Δ Ε Ζ Η Θ Ι Κ Λ Μ Ν Ξ Ο Π Ρ Σ Τ Υ Φ Χ Ψ Ω
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Τεκμήριο The impact of servicescapes and atmospherics on basketball games attendance: the case of Greek teams participating in European contests(2021) Antiochos, Panagiotis; Αντίοχος, Παναγιώτης; Athens University of Economics and Business, Department of Marketing and Communication; Skarmeas, Dionysios; Thanos, Ioannis; Karantinou, KalipsoThe present thesis tries to identify the factors related with the stadium infrastructure and the atmospheric cues that have an influence shaping the perceived service environment from the fans. It also aims to distinguish some bigger categories of these elements or stimuli that the fans come in contact with, when they attend a basketball game, to form in a clearer manner the servicescape in a basketball setting. The ultimate objective is to identify the relationship of the service environment with the fans’ desire to stay in the stadium, the Word-Of-Mouth Generation, the spectators’ attendance frequency and their spending behavior in the stadium’s concessions. Additionally, the relationships between the variables mentioned above are tested to check the potential correlations between them.Therefore, the opinion of the fans was required to evaluate those elements and atmospheric cues, so a quantitative study was conducted through a questionnaire created on Google Forms (November-December 2020) using a sample of 303 participants. Additionally, a qualitative research was conducted by interviewing 5 team executives, one from each team included in the research, to provide us with further insight about the issue, and provide additional information that is able to explain some of the spectators’ responses. Furthermore, the thesis is divided into eight (8) chapters. The first chapter is the introduction, while the second contains the literature review. In the third chapter the context of the research is described and the participating teams, while in the fourth there is the research methodology description. In chapters five and six follow the demonstration of quantitative and qualitative research results respectively. In the seventh chapter the results are discussed focusing on the enhancement, confirmation or contradiction of the literature, while in the eighth chapter, the academic and managerial implications are presented along with research limitations and future recommendations.