Sensory Experience and Customer Satisfaction at Sporting Events: A Psychological Segmentation Approach

This study examined whether individuals in distinct psychological connection stages have different levels of sensory experiences and whether the impact of sensory experiences on customer satisfaction differs across these stages. Three hundred and fifty-nine usable responses were obtained by deploying an online survey. Multivariate analysis of variance and hierarchical regression analyses were used to test the hypotheses. The results of the study show that there are differences in the level and impact of sensory experiences on customer satisfaction among the four groups of the psychological connection variable. Sensory experiences appear to be a strong driver of sport consumption for those with a weaker psychological connection with a sport team.