Katleho Mokoena, Peace Nhlawutelo Mabasa, Sumari Tesnear

Abstract

Basketball spectator attendance varies depending on motivation and event quality, particularly in South Africa. This study examines the event quality dimensions influencing willingness to attend semi-professional basketball matches in Gauteng, South Africa. 302 questionnaires were received and analysed through descriptive statistics, correlation analysis, and regression analysis using Statistical Packages for Social Sciences (SPSS) version 28. The results indicate that for semi-professional basketball events, game quality, interaction quality and physical quality significantly influenced the spectators’ willingness to attend semi-professional basketball matches in Gauteng, South Africa. The current research collected data from semi-professional basketball events in Gauteng, South Africa. Furthermore, the current study adopted only three salient event quality dimensions (i.e., game quality, interaction quality and physical quality). Finally, current research measured only willingness to attend as a dependent variable. The findings suggest that game quality, interaction quality, and physical environment are critical event quality factors influencing spectators’ willingness to attend semi-professional basketball matches in Gauteng, South Africa. The study’s findings reveal insight into service research and offer relevant recommendations to managers for future service improvement and the development of marketing approaches in this setting.