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The main purpose of this paper is to identify the elements of future intention towards Melaka sporting event. This paper empirically examines the attributes of peripheral service quality towards Melaka Century Ride which covering the participants’ satisfaction of the event. This study employed the attributes of peripheral service quality to assess the future intention. More specifically, this paper explores the element of peripheral service quality in Melaka Ride Sporting Event through before, during and post-event management. Furthermore, the study also conducted to determine the relationship between peripheral service quality and participant satisfaction. Data were collected from first and secondary resources through administered questionnaire survey and based on 100 participants. Result from the correlation analysis show that peripheral service quality variables all have explanatory power of the variation in future intention. The analysis process also reveals that secretariat friendliness contributes to higher satisfaction in the Melaka Century Ride. Finally, limitations of present findings were discussed and implications for future studies are suggested.

Melaka Century Ride Sporting Event: Why Peripheral Service Quality Turns Them Back on Wheel? (Exploring the dimension of peripheral service quality in Melaka sporting events)