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Predicting spectators’ behavioural intentions in professional football: The role of satisfaction and service quality

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  • Nicholas D. Theodorakis
  • Kostas Alexandris
  • Nikolaos Tsigilis
  • Serafim Karvounis

Abstract

► We examined the relationships among service quality, satisfaction and fans’ behavioural intentions in professional soccer. ► Both process and outcome quality dimensions significantly influenced fans’ satisfaction, with the technical one being the most influential. ► Fans’ satisfaction influenced their behavioural intentions.The present study aimed to examine the relationships among service quality, satisfaction and spectators’ behavioural intentions, in the context of professional football. Using Gronroos’ (1984) theoretical framework, service quality was conceptualized in terms of technical (outcome) and functional (process-related) quality. Outcome quality was measured with two dimensions: game quality and team performance, while five dimensions were used to measure functional quality (tangibles, responsiveness, reliability, access and security). Three hundred and fifty (N = 350) spectators of a professional football game in Greece participated in the study. The results provided support of the two total service quality model used. Furthermore, outcome quality was shown to have a stronger influence on spectators’ satisfaction levels than functional quality; finally, satisfaction was shown to partially mediate the relationship between service quality and spectators’ behavioural intentions. These results contribute to our theoretical understanding of the factors that predict spectators’ loyalty in professional football. Sport marketing implications are also discussed.

Suggested Citation

  • Nicholas D. Theodorakis & Kostas Alexandris & Nikolaos Tsigilis & Serafim Karvounis, 2013. "Predicting spectators’ behavioural intentions in professional football: The role of satisfaction and service quality," Sport Management Review, Taylor & Francis Journals, vol. 16(1), pages 85-96, January.
    • Handle: RePEc:taf:rsmrxx:v:16:y:2013:i:1:p:85-96
    DOI: 10.1016/j.smr.2012.05.004
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    1. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2016. "Predicting future intentions of basketball spectators using SEM and fsQCA," Journal of Business Research, Elsevier, vol. 69(4), pages 1396-1400.
    2. Antonio Fernández-Martínez & David Cabello-Manrique & Antonio Francisco Roca-Cruz & Alberto Nuviala, 2022. "The Influence of Small-Scale Sporting Events on Participants’ Intentions to Recommend the Host City," Sustainability, MDPI, vol. 14(13), pages 1-15, June.
    3. Avourdiadou, Sevastia & Theodorakis, Nicholas D., 2014. "The development of loyalty among novice and experienced customers of sport and fitness centres," Sport Management Review, Elsevier, vol. 17(4), pages 419-431.
    4. Jang, Wonseok (Eric) & Wann, Daniel L. & Ko, Yong Jae, 2018. "Influence of team identification, game outcome, and game process on sport consumers’ happiness," Sport Management Review, Elsevier, vol. 21(1), pages 63-71.
    5. Jae-Gu Yu & Yun-Duk Jeong & Suk-Kyu Kim, 2021. "Verifying the Effectiveness of Sports Event Policies for a City’s Sustainable Growth: Focusing on the Multiple Effects," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    6. Howat, Gary & Assaker, Guy, 2016. "Outcome quality in participant sport and recreation service quality models: Empirical results from public aquatic centres in Australia," Sport Management Review, Elsevier, vol. 19(5), pages 520-535.
    7. Ozgur Yayla & Arif Aytekin & Fatih Uslu & Gozde Seval Ergun & Huseyin Keles & Yigit Guven, 2023. "How Does the Experience Quality of Recreational Activities Organized within the Scope of Public Health Affect Perceived Value, Satisfaction and Behavioral Intentions of Individuals?," IJERPH, MDPI, vol. 20(6), pages 1-16, March.
    8. Fernando García-Pascual & Carlos Pérez-Campos & Joaquín García Sánchez & Ana Soto-Rubio & Sergio Aguado Berenguer, 2021. "Models of Sports Management in Fitness Centres. Influence of Sex, Age and Sport Frequency. Linear Models vs. Qualitative Comparative Analysis," Sustainability, MDPI, vol. 13(16), pages 1-11, August.
    9. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," EconStor Conference Papers 215864, ZBW - Leibniz Information Centre for Economics.
    10. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," MPRA Paper 93933, University Library of Munich, Germany.
    11. Thadeu Gasparetto & Angel Barajas, 2020. "Management in a complex scenario: World Cup, alternative stadiums and demand for tickets," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 41(6), pages 1071-1083, September.
    12. Karen Kaijuan Xu & Kenny Kuanchou Chen & Euisoo Kim & Jerónimo García-Fernández & John Nauright & James J. Zhang, 2021. "Dimensions of Service Quality in Health-Fitness Clubs in China," IJERPH, MDPI, vol. 18(20), pages 1-17, October.
    13. Antonio Fernández-Martínez & Raquel Pérez-Ordás & Román Nuviala & Mónica Aznar & Ana María Porcel-Gálvez & Alberto Nuviala, 2020. "Communication as a Strategy to Promote Sports and Health Activities Designed for Adolescents," IJERPH, MDPI, vol. 17(13), pages 1-13, July.
    14. Christopher J. Hayes, 2023. "Placemaking in the Periphery: Leveraging Liminoid Spaces for Host Promotions and Experience Creation at the Japan 2019 Rugby World Cup," Tourism and Hospitality, MDPI, vol. 4(2), pages 1-19, March.
    15. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2015. "Spectator emotions: Effects on quality, satisfaction, value, and future intentions," Journal of Business Research, Elsevier, vol. 68(7), pages 1445-1449.
    16. Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2017. "Perception of service quality in agrotourism accommodations: Impact on guest loyalty and re-visit intentions," MPRA Paper 87914, University Library of Munich, Germany.
    17. Hyun, Moonsup & Jordan, Jeremy S., 2020. "Athletic goal achievement: A critical antecedent of event satisfaction, re-participation intention, and future exercise intention in participant sport events," Sport Management Review, Elsevier, vol. 23(2), pages 256-270.
    18. Brown, Graham & Smith, Andrew & Assaker, Guy, 2016. "Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics," Tourism Management, Elsevier, vol. 55(C), pages 160-172.
    19. Wang, Michael Chih-Hung & Tang, Ya-Yun, 2018. "Examining the antecedents of sport team brand equity: A dual-identification perspective," Sport Management Review, Elsevier, vol. 21(3), pages 293-306.
    20. Biscaia, Rui & Ross, Stephen & Yoshida, Masayuki & Correia, Abel & Rosado, António & Marôco, João, 2016. "Investigating the role of fan club membership on perceptions of team brand equity in football," Sport Management Review, Elsevier, vol. 19(2), pages 157-170.
    21. Yoshida, Masayuki, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Elsevier, vol. 20(5), pages 427-442.
    22. Zeev Shtudiner & Gilad Tohar & Jeffrey Kantor, 2022. "The effect of identification with a sports team and its performance on the willingness of fans to pay for team products," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 607-615, April.

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