Predictors and Consequences of Sport Spectators’ Loyalty: The Study of Iranian Spectators of Volleyball Nations League

Document Type : Research Paper

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Abstract

Organizations continue to survive only if they have created a degree of loyalty in their customers. If the goods and services meet customer expectations, they will feel satisfied and will consequently be loyal to the organization. They will also help the survival of that organization and company through their renewed presence and encouraging others to participate and repurchase. The purpose of this study was to investigate the predictors and consequences of volleyball spectators’ loyalty. A total of 372 Iranian spectators of Volleyball Nations League were selected as the sample. Questionnaires including attitudinal loyalty of Gladden and Funk (2001), team quality of Zhan et al. (1997), overall customer satisfaction of Lim (2006), customer re-attendance of Lim (2006) and WOM advertisement of Zeithaml et al. (1996) were used as the research instrument. A simple regression analysis was used to test statistical hypotheses. The results showed that there is a positive and significant relationship between all research components. Team quality led to spectators’ satisfaction (β=0.506, p < 0.01) and consequently led to their loyalty (β =0.327 and p < 0.01) to the national team. Also, satisfaction has a positive effect on loyalty (β=.377, p < 0.01). Loyal spectators generate more profit, do more re-purchase (β =0.5, p < 0.01) and advertise positively for the organization's product or service (β =0.469 and p < 0.01).

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Journal of Sustainable Development in Sport Management
Volume 3, Issue 10
January 2019
Pages 49-78

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