Importance–Performance Analysis of ServiceScape in Professional Baseball Stadiums

The purpose of this study was to identify effective utilization strategies for professional baseball stadium servicescapes through an Importance–Performance Analysis (IPA) and to provide academic and practical implications contributing to the enhancement of team profitability. To achieve this purpose, data were collected from 216 individuals with experience visiting professional baseball stadiums, and the analysis was conducted using SPSS 29.0. The results revealed that layout, informativeness, and operability were located in the first quadrant, indicating the “keep up the good work” area. Convenience was positioned in the second quadrant, representing the “concentrate here” area. Efficiency appeared in the third quadrant, indicating “low priority,” while pleasantness and aesthetics were placed in the fourth quadrant, representing the “possible overkill” area. These findings provide foundational insights for professional baseball teams to establish more effective servicescape management strategies, thereby enhancing the overall service quality and operational performance of baseball stadiums.