Testing the relationship between service quality perceptions and players’ satisfaction in the context of 3x3 basketball tournaments in Greece

Introduction: 3x3 basketball is a relatively new form of basketball aiming to promote mass participation and make the sport more attractive at a community level. Objective: This paper aimed to apply a service quality model in the context of 3x3 basketball and test the degree to which players’ satisfaction can be predicted by the five dimensions of the model. Methodology: This study used a quantitative, correlational design to explore associations between service quality dimensions and participant satisfaction in 3x3 basketball tournaments in Greece, and to evaluate the predictive contribution of each dimension to overall satisfaction. The sample of the study consisted of 305 players (65 females, 22%, and 238 males, 78%) who participated in 3x3 basketball tournaments in the region of Central Macedonia, Greece. Results: The confirmatory factor analysis confirmed the factorial validity of the model, with its five dimensions. All the five dimensions significantly contributed to the prediction of players’ satisfaction, with the Reliability one being the most important one. Discussion: It is concluded that 3x3 basketball, with its modern image, can be an effective vehicle for Basketball Associations to make the sport more attractive to young people and local communities. Conclusions: These findings highlight the importance of service quality management in 3x3 basketball tournaments to enhance player satisfaction and support the growth of the sport.