Document Type : Research Paper
Authors
1 Assistant Professor of Sport Management, Shahrekord University
2 Assistant Professor of Sport Management, Islamiac Azad University, Arak Branch
Abstract
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.
Keywords
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