نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، گروه علوم ورزشی، دانشگاه شهرکرد
2 استادیار مدیریت ورزشی، گروه علوم ورزشی، دانشگاه آزاد اسلامی واحد اراک
چکیده
هدف از انجام تحقیق حاضر بررسی رابطه بین کیفیت خدمت و قصد حضور مجدد تماشاگران باشگاه فوتبال سپاهان اصفهان و تأثیر متغیر همزادپنداری تیمی بر رابطه بین کیفیت خدمت و قصد حضور مجدد هواداران بود. بدین منظور تعداد 312 نفر از هواداران تیم فوتبال سپاهان که به‌طور تصادفی انتخاب شده بودند و تمایل به شرکت در پژوهش را داشتند انتخاب و پرسش‌نامه‌های کیفیت خدمت، قصد حضور مجدد و همزادپنداری تیمی در اختیار آنان قرار گرفت. جهت تجزیه و تحلیل داده‌ها از آمار توصیفی و نیز رگرسیون چندگانه استفاده شد. نتایج نشان داد که بین کیفیت خدمت و قصد حضور مجدد هواداران باشگاه فوتبال سپاهان اصفهان رابطه مثبت و معناداری وجود دارد و این رابطه تحت تأثیر متغیر همزادپنداری تیمی قرار می‌گیرد. در بین هوادارانی که دارای همزادپنداری پایین یا متوسطی بودند، رابطه مثبتی بین کیفیت کلی خدمت و نیز ابعاد پاسخگویی و دسترسی (دو بعد از کیفیت خدمت) با قصد حضور مجدد به دست آمد اما در بین هوادارانی که دارای همزادپنداری بالایی بودند، هیچ رابطه‌ای بین کیفیت خدمت و قصد حضور مجدد به دست نیامد. با توجه به یافته‌های پژوهش، لازم است مدیران باشگاه‌های حرفه‌ای برای افزایش حضور هواداران در ورزشگاه، ابتدا هواداران را بر مبنای میزان همزادپنداری آن‌ها تقسیم‌بندی کنند و در ارتباط با هواداران دارای همزادپنداری پایین و متوسط، در جهت بهبود کیفیت خدمت مورد انتظار این دسته از هواداران تلاش کنند.
کلیدواژه‌ها
عنوان مقاله [English]
Effect of Team Identification on the Relationship between Service Quality and Revisit Intention among Fans of Sepahan Football Club
نویسندگان [English]
- Mohammadreza Moradi 1
- Seyyed Saadatollh Salehi Sadati 2
1 Assistant Professor of Sport Management, Shahrekord University
2 Assistant Professor of Sport Management, Islamiac Azad University, Arak Branch
چکیده [English]
Purpose of the study was to examine the relationship between service quality and revisit intentions among fans of Sepahan club and also the effect of team identification on this issue. In this line, a total number of 312 fans responded to questionnaires including service quality, revisit (repurchase) intention and team identification. Data were analyzed using descriptive statistics as well as multiple regression analyses. Findings showed that team identification moderates the relationship between service quality and revisit intention. Both overall service quality and two specific service-quality dimensions (responsiveness and access) are found to be positively associated with repurchase intentions only among respondents with low and medium team identification. No relationship is found between service quality and repurchase intentions among those with high team identification. Managers of professional sports events who wish to increase attendances by improvements in service quality should first segment their customers according to degree of team identification. They should then design their service offerings specifically to meet the service quality expectations of sports fans with medium or low team identification.
کلیدواژه‌ها [English]
- Revisit intention
- Sepahan Club
- Services Quality
- Sport Fan
- Team Identification
- Alexandris, K. , Kouthouris, C. , & Meligdis, A. (2006). Increasing customers' loyalty in a skiing resort: The contribution of place attachment and service quality. International Journal of Contemporary Hospitality Management, 18 (5), 414-425.
- Ameri Siahoee R, Zanjirchi SM, Mashayekhi Nejhad S. Consider the needs of fans relationship management system (FRMS) Using techniques fuzzy (TOPSIS and ANP) (Case Study: Football fans in Yazd Province) %J Communication Management in Sport Media. 2017;4 (15):45-52.
- Badri Azarin Y, Pashaie S, hafezi v, Fateh H. Analysis the mediating role quality of ticket sale electronic services the performance of electronic customer relationship management (E-CRM) of League Football matches of Iran %J Communication Management in Sport Media. 2018;5 (19):13-21.
- Cronin Jr, J. J. , Brady, M. K. , & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76 (2), 193-218.
- Dale, B. , van Iwaarden, J. , van der Wiele, T. , & Williams, R. (2005). Service improvement in a sports environment: a study of spectator attendance. Managing Service Quality: An International Journal, 15 (5), 470-484.
- Dale, J. , & Weinberg, R. S. (1989). The relationship between coaches’ leadership style and burnout. The Sport Psychologist, 3 (1), 1-13.
- Deloitte, S. M. (2010). Football money league. Sport Business Group.
- Greenwell, T. C. , Brownlee, E. , Jordan, J. S. , & Popp, N. (2008). Service fairness in spectator sport: the importance of voice and choice on customer satisfaction. Sport Marketing Quarterly, 17 (2), 71.
- Hill, B. , & Green, B. C. (2000). Repeat attendance as a function of involvement, loyalty, and the sportscape across three football contexts. Sport management review, 3 (2), 145-162.
- Hunt, K. A. , Bristol, T. , & Bashaw, R. E. (1999). A conceptual approach to classifying sports fans. Journal of services marketing, 13 (6), 439-452.
- Jang, W. E. , Wann, D. L. , & Ko, Y. J. (2017). Influence of team identification, game outcome, and game process on sport consumers’ happiness. Sport management review.
- Jazni, N. , & Abdavi Baftani, M. (2011). The Relationship Between Fans Team Attachment, Brand Image, Purchase Intention and Word of Mouth Comunication of Sponsor’s Product. Journal of Business Management, 40 (7), 20. (persian)
- Jones, T. , & Taylor, S. F. (2007). The conceptual domain of service loyalty: how many dimensions? Journal of services marketing, 21 (1), 36-51.
- Kwon, H. H. , & Armstrong, K. L. (2004). An Exploration of the Construct of Psychological Attachment to a Sport Team Among College Students: A Multidimensional Approach. Sport Marketing Quarterly, 13 (2).
- Kyle, G. , Graefe, A. , Manning, R. , & Bacon, J. (2004). Predictors of behavioral loyalty among hikers along the Appalachian Trail. Leisure Sciences, 26 (1), 99-118.
- Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products. Journal of Advertising, 29 (4), 13-24.
- Park, J. -A. , Sung, J. , Kim, M. -K. , & Kim, S. -K. (2016). Effect of Service Quality on Revisit Intention and Word-of-Mouth at the F-1 Chinese Grand Prix. International Journal of Applied Sports Sciences, 28 (1).
- Swanson, S. R. , Gwinner, K. , Larson, B. V. , & Janda, S. (2003). Motivations of college student game attendance and word-of-mouth behavior: The impact of gender differences. Sport Marketing Quarterly, 12 (3).
- Theodorakis, N. D. , & Alexandris, K. (2008). Can service quality predict spectators' behavioral intentions in professional soccer? Managing Leisure, 13 (3-4), 162-178.
- Tobar, D. A. (2006). Affect and purchase intentions of Super Bowl XL television spectators: Examining the influence of sport fandom, age, and gender. Sport Marketing Quarterly, 15 (4).
- Tsuji, Y. , Bennett, G. , & Zhang, J. (2007). Consumer satisfaction with an action sports event. Sport Marketing Quarterly, 16 (4), 199.
- Van Leeuwen, L. , Quick, S. , & Daniel, K. (2002). The sport spectator satisfaction model: A conceptual framework for understanding the satisfaction of spectators. Sport management review, 5 (2), 99-128.
- Wann, D. L. (2006). Understanding the positive social psychological benefits of sport team identification: The team identification-social psychological health model. Group Dynamics: Theory, Research, and Practice, 10 (4), 272.
- Wann, D. L. , & Branscombe, N. R. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology.
- Wilson, A. , Zeithaml, V. A. , Bitner, M. J. , & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (No. 2nd Eu). McGraw Hill. 101-110.
)