The Effect of Professional Sports Stadium F&B Service Quality on Team Image, Viewing Satisfaction, and Revisit Intention

The purpose of this study is to empirically verify the structural relationships among food and beverage (F&B) service quality (personnel service, physical service, and food supplemental service) in professional sports stadiums, team image, viewing satisfaction, and revisit intention. To achieve this, a survey was conducted on spectators with experience visiting professional sports stadiums in the metropolitan area from July 15 to September 5, 2025. A total of 210 valid questionnaires were analyzed using SPSS 28.0 and AMOS 28.0 for frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling. The main results of this study are as follows: First, physical service and food supplemental service had a positive significant effect on team image, whereas personnel service did not have a significant effect. Second, physical service and food supplemental service had a positive significant effect on viewing satisfaction, while personnel service did not show a significant effect. Third, both team image and viewing satisfaction had a positive significant effect on revisit intention. These findings suggest that spectators value tangible elements such as the taste and variety of food, facility convenience, and hygiene over intangible personnel services, as they prioritize rapid purchasing to ensure uninterrupted game immersion. Therefore, professional sports teams should focus on establishing efficient systems, such as kiosks or smart ordering, and developing high-quality menu options to enhance team image and viewing satisfaction, ultimately leading to revisit intention.