Paper Details
Title Examination of the Effect of Service Quality on Spectator Behavioral Intentions Through their Satisfaction (Case Study: Spectators of Mashhad Farsh-Ara futsal Team in Iran Premier League)
AuthorsMOHSEN ALAGHEBANDI TOOSI, FARIBORZ RAHIM NIYA and ALIREZA POOYA
Abstract

The aim of this study is to investigate the effect of service quality on spectator intentions through their satisfaction. To measure service quality, Gronroos (1984) theoretical framework which contained two dimensions of technical quality and functional quality was used .The methodology was descriptive survey and the data was collected through random sampling among 241 spectators of Shahid Beheshti Stadium in 1391 which was obtained by Cochran formula . To examine hypothesis, Structural Equation Modeling in Error level of 0.05 was used .The results indicate the effect of functional quality on spectators satisfaction with regard to regression coefficient (0.08) and p-value (0.375) which is more than significance level of 0.05, is not significant. Therefore, with possibility of 95 % functional quality doesnt have any positive effect on spectators satisfaction .The results also indicate the effect of technical (outcome) quality on spectators satisfaction with regard to regression coefficient (0.76) and p-value (0.000) which is less than significance level of 0.05, is significant. Therefore, with possibility of 95 %, technical (outcome) quality has positive effect on spectators satisfaction. The results also demonstrate indicate the effect of satisfaction on spectators intention with regard to regression coefficient (0.67) and p-value (0.000) which is less than significance level of 0.05, is significant. Therefore, with possibility of 95 %, satisfaction have positive effect on spectators intention .Considering the survey findings , spectators satisfaction have many benefits for the clubs. Clubs managers must do their best to improve the service quality offered to spectators as well as to employ star players in order to provide spectators with satisfaction which results in spectators presence in stadiums . Key Words: Sport Marketing, Service Quality, behavioral intentions and satisfaction.

Pages 1061-1072
Volume 3
Issue 2
Part 3
File Name Download (1593)
DOI/AUN

Facebook