Customer Satisfaction in 3x3 Basketball Tournaments and Perceived Service Quality: The Role of Socio-Demographic Characteristics

3x3 basketball has rapidly evolved into a globally popular sport format, combining street basketball culture with structured competitive organization. Since its official recognition by FIBA and inclusion in the Olympic program, 3x3 tournaments have expanded worldwide, highlighting the importance of high-quality event organization. Understanding how participants perceive service quality and satisfaction across different socio-demographic groups is essential for the sustainable development of this emerging sport. The purpose of this study was to examine differences in perceived service quality and customer satisfaction in 3x3 basketball tournaments based on gender, age, educational level, occupation, and playing experience.

The sample consisted of 305 athletes (67 women, 238 men; mean age = 20.78 years) who participated in official 3x3 basketball tournaments in Central Macedonia, Greece. Data were collected during events organized by the Hellenic Basketball Federation, including the 3x3GR National Tour and the Panhellenic Tournament. Perceived service quality was assessed using a multidimensional sport service quality scale (facilities, personnel, responsiveness, reliability, and outcomes), while overall satisfaction was measured with a validated satisfaction scale. Data were analyzed using independent samples t-tests and one-way ANOVA with appropriate post hoc comparisons.

The findings revealed statistically significant differences in service quality perceptions and satisfaction across several socio-demographic variables. Specifically, significant age differences were observed for satisfaction, F(7, 295) = 3.89, p < .001, η² = .09, and facilities, F(7, 297) = 4.13, p < .001, η² = .09, indicating moderate effect sizes. Educational level also showed significant differences in satisfaction, F(4, 298) = 7.39, p < .001, η² = .09. Gender differences were observed only in the reliability dimension, t(302) = 2.30, p < .05, Cohen’s d = .32, with women reporting higher perceptions than men. No significant differences were found across playing positions.

Perceived service quality and customer satisfaction in 3x3 basketball tournaments vary according to key socio-demographic characteristics. These findings underline the importance of participant-centered event design and targeted service strategies to enhance satisfaction and engagement.

Event organizers and sport governing bodies can use these insights to improve service delivery, strengthen participant experiences, and support the long-term growth and sustainability of 3x3 basketball.