방법 비교

	Sport Service Quality	Sport Sponsorship Effectiveness Analysis
분야	Sport Leisure Studies	Sport Leisure Studies
계열	Latent structure	Process / pipeline
기원 연도	2005	2000
창시자	Yong Jae Ko & Donna L. Pastore	Richard Speed & Peter Thompson; T. Bettina Cornwell & Isabelle Maignan
유형	Hierarchical multidimensional service-quality measurement model	Applied measurement pipeline for sponsorship outcomes
원전	Ko, Y. J., & Pastore, D. L. (2005). A hierarchical model of service quality for the recreational sport industry. Sport Marketing Quarterly, 14(2), 84-97.	Speed, R., & Thompson, P. (2000). Determinants of Sports Sponsorship Response. Journal of the Academy of Marketing Science, 28(2), 226-238.
별칭	SSQRS, Scale of Service Quality in Recreational Sport, Recreational Sport Service Quality	Sponsorship Response Analysis, Sponsor-Event Congruence Analysis, Sponsorship Recall and Image Transfer Measurement, Sports Sponsorship Evaluation
관련	3	4
요약	Sport service quality measurement adapts general service-quality theory to the distinctive features of sport and recreation settings, where the 'service' is an active, participatory experience rather than a simple transaction. Ko and Pastore's 2005 hierarchical model, the Scale of Service Quality in Recreational Sport (SSQRS), is the most influential sport-specific formulation. Drawing on Brady and Cronin's hierarchical conceptualization and the SERVQUAL tradition of Parasuraman, Zeithaml and Berry, it argues that recreational sport service quality is best understood as a higher-order construct composed of four primary dimensions — program quality, interaction quality, outcome quality, and physical-environment quality — each in turn built from more specific sub-dimensions. By structuring quality hierarchically rather than as a flat list of attributes, the model captures both the overall perception participants form and the specific facets that drive it, giving sport managers a diagnostic tool that links measured quality to satisfaction and behavioral intentions.	Sport sponsorship effectiveness analysis measures whether and how a sponsor's investment in a team, event, or athlete pays off in consumer awareness, attitudes, and behavior. Cornwell and Maignan's 1998 international review organized the field around the measurement of sponsorship effects, distinguishing awareness outcomes such as sponsor recall and recognition from attitudinal outcomes such as image transfer and purchase intention. Speed and Thompson's 2000 study identified the determinants of sponsorship response within a classical-conditioning framework, showing that consumers' attitude toward the event, their perception of how well the sponsor fits the event, the sponsor's perceived sincerity and ubiquity, and their own involvement jointly shape favorable responses. The analysis combines outcome measures (recall, image transfer, favorability) with the key explanatory construct of sponsor-event fit or congruence, allowing sponsors to evaluate and predict the return on a sponsorship rather than assume that exposure alone produces value.