From sport event quality to quality of life: The role of satisfaction and purchase happiness

Sport events constitute attractive platforms for providing unique experiences which increase, among others, participants' satisfaction and purchase happiness. The current research explores whether (a) how event service quality elements influence have an impact on event satisfaction; (b) how satisfaction with the event influences happiness with the consumption experience; and (c) happiness influences the participant's perceived quality of life. Data were collected from 344 participants of an international running event in Greece, adopting survey methods. Results indicated that event evaluations, in terms of quality and satisfaction, are inter-related and affect happiness with the experiential purchase. Furthermore, for the first time evidence is provided connecting purchase happiness with quality of life. The study contributes to leisure and sport management literature by empirically demonstrating that participation in quality sport events can significantly enhance the participants' quality of life. Implications of this study include the designing of events to have more experiential elements to contribute to consumption happiness and enhanced quality of life.