Using Expectation to Segment Taiwan Professional Baseball Spectator

This study comprises two stages that empirically investigate and evaluate the perceptions and importance of service elements' expectations of professional baseball spectator in Taiwan. Study I is designed to collect the perception of spectators' service elements' expectations - focus groups meetings, which also help the research to develop an appropriate research instrument for the evaluation of the importance of service elements' expectations to Taiwan professional baseball spectators. Study II collected 1020 questionnaire survey samples and used cluster analysis approach to segment TPB spectators into six meaningful groups by service elements' expectations. This book provided a different angle for sports organizers to consider, and an outline for assisting managers design service packages that are highly responsive to the target market.