Volume 12, Issue 24 (12-2022)                   JRSM 2022, 12(24): 209-231 | Back to browse issues page

XML Persian Abstract Print

Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Rezaei Z, Khodayari A, Kohandel M. Antecedents and Consequences of Sports Fans Engagement (Case of Persepolis F.C Fans). JRSM 2022; 12 (24) :209-231
URL: http://jrsm.khu.ac.ir/article-1-3062-en.html
1- Islamic Azad University Karaj Branch
2- Islamic Azad University Karaj Branch , khodayariabas@yahoo.com
Abstract:   (3649 Views)
In this study, some predictions and consequences of football fans' engagement have been examined. The present research is applied in terms of purpose and in terms of how to collect descriptive information of correlation type. To collect the required data, Persepolis football team fans (n = 220) were considered as a statistical sample and completed the electronic questionnaires voluntarily. To collect data from six questionnaires; Team Quality Questionnaire Zhang et al. (1997), Communication Quality Questionnaire Nyadzayo et al. (2015), Emotional Satisfaction Questionnaire Reynolds & Beatty (1999), Perceived Value Questionnaire Daniel Sweeney (2008), Engagement Questionnaire Researcher-made, Behavioral Questionnaire Kim (2008) has been used. The results of structural equation modeling showed that team quality affects emotional satisfaction and engagement of fans, but relationship quality only affects engagement. The relationship between emotional satisfaction and fan engagement as well as the relationship between engagement and behavioral intentions was positive and significant. The role of positive mediation of emotional satisfaction on the relationship between team quality and fan engagement was confirmed. Also, Perceived value moderated the causal relationship between relationship quality and emotional satisfaction. According to the results, it is suggested that the clubs, by improving the quality of their team and relationship with the fans, create a permanent engagement for them so that they can increase their intention to re-presence and word of mouth spread.
Full-Text [PDF 921 kb]   (710 Downloads)    
Type of Study: Research | Subject: sport management
Received: 2020/11/2 | Accepted: 2021/02/20 | ePublished ahead of print: 2021/02/20 | Published: 2022/12/31

1. Alizadeh Golrizi A. "Factors affecting the loyalty of fans to the brand of popular clubs in the Iranian Professional Football League". Tehran: Faculty of Physical Education and Sports Sciences, University of Tehran; 2010(in persian).
2. Lee MC. Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic commerce research and applications. 2009 May 1;8(3):130-41. [DOI:10.1016/j.elerap.2008.11.006]
3. Karimi Aghmiuni H. The Study of Fans' Involvement Consequences to Selected Clubs' Sponsors of Iran Soccer Premier League. [dissertation]. University Of Guilan. 2018; 152p. (in Persian)
4. Abosag I, Roper S, Hind D. 'Examining the Relationship between Brand Emotion and Brand Extension among Supporters of Professional Football Clubs'. European Journal of Marketing. 2012; (46) 6, pp 1233-1251. [DOI:10.1108/03090561211247810]
5. Funk, D. C., & James, J. "The psychological continuum model: A conceptual framework for understanding an individual's psychological connection to sport". Sport management review. 2001; 4(2),pp: 119-150. [DOI:10.1016/S1441-3523(01)70072-1]
6. Pedeliento, G., Andreini, D., Bergamaschi, M. & Salo, J. Brand and product attachment in an industrial context: The effects on brand loyalty. Industrial Marketing Management. 2016; 53, 194-206. [DOI:10.1016/j.indmarman.2015.06.007]
7. Karimi MR, Gholipor F, Amrayi, H. Attachment and its impact on customer choice by the brand. Economic Journal. 2015; Nos. 5 and 6. P.: 65-72.
8. Funk, D. C., & James, J. D. "Consumer loyalty: the meaning of attachment in the development of sport team allegiance". Journal of Sport Management. 2006; 20(2), pp:189-217. [DOI:10.1123/jsm.20.2.189]
9. Gladden, J. M., & Funk, D. C. "Understanding Brand Loyalty in Professional Sport: Examining the Link Between Brand Associations and Brand Loyalty". International Journal Of Sports Marketing And Sponsorship. 2001; 3(1),pp: 67-94. [DOI:10.1108/IJSMS-03-01-2001-B006]
10. Vivek ShD, Sharon E, Beatty, Robert M. Customer Engagement: Exploring Customer Relationships Beyond Purchase," Journal of Marketing Theory and Practice. 2012; 20 (2), 127-149. [DOI:10.2753/MTP1069-6679200201]
11. Higgins ET, Abigail A,S. Engaging the Consumer: The Science and Art of the Value Creation Process. Journal of Consumer Psychology. 2009; 19 (2), 100-114. [DOI:10.1016/j.jcps.2009.02.002]
12. Brodie RJ, Hollebeek LD, Juric B, Ilic A. Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research. 2011;. Vol 14, Issue 3. [DOI:10.1177/1094670511411703]
13. Roy SK, Shekhar V, Lassar WM, Chen T. Customer engagement behaviors: The role of service convenience, fairness and quality. Journal of Retailing and Consumer Services. 2018; Volume 44, Pages 293-304. [DOI:10.1016/j.jretconser.2018.07.018]
14. Yusof A, Lee H. Spectator Perceptions of Physical Facility and team Quality: A Study of a Malaysian Super League Soccer Match. Journal of International Studen.2008; Issue 8, 132-140.
15. Wong, A., & Sohal, A. An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail & Distribution Management. 2002; 30(1), 43-60. [DOI:10.1108/09590550210415248]
16. Tax, S.S. and Christian, T. "Measuring Word of Mouth: the Questions of who and when?" Journal of Communications. 2008; 6, pp 185-199. [DOI:10.1080/13527260050118676]
17. Bone, P.F. "Word of Mouth Effects on Short Term and Long Term Product Judgments", Journal of Business Research. 2012; 32(3). pp 213-223. [DOI:10.1016/0148-2963(94)00047-I]
18. Anderson EW. Customer satisfaction and word of mouth. Journal of Service Research. 1998; 1, pp: 5-17. [DOI:10.1177/109467059800100102]
19. Hennig-Thurau T, Gwinner KP, Gremler DD. Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research. 2002; 4, pp: 230-247. [DOI:10.1177/1094670502004003006]
20. Zeithmal VA, Bitner MJ. Services Marketing. New York: McGraw-Hill. 1996.
21. Abdi N. Investigation of satisfaction of subscribers of fixed telephone service. Journal of News Telecommunication Company of Khorasan Razavi, Contraption Monthl.2009; 4(41), 153-4. (Persian).
22. Bagozzi RP, Gopinath M, Nyer PU. The role of emotions in marketing. Journal of the academy of marketing science. 1999; 27(2), 184-206. [DOI:10.1177/0092070399272005]
23. Mattila S M,Enz C. The Role of Emotions in Service Encounters.Journal of Service Reserch. 2002; 4(4): 268-277. [DOI:10.1177/1094670502004004004]
24. Ladhari R, Souiden N, Dufour B. The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions. Journal of Retailing and Consumer Services. 2017; 34, 10-18. [DOI:10.1016/j.jretconser.2016.09.005]
25. Cronin, J. J., Brady, M. K., & Hult, G. T. M. Assessing the effects of quality, value, and customer satisfaction on customer behavioral intentions in service environments. Journal of Retailing. 2000; 76, pp: 193_218. doi:10.1016/S0022-4359(00)00028-2. [DOI:10.1016/S0022-4359(00)00028-2]
26. Moreno F, Prado-Gascó V, Hervás J, Núñez-Pomar J, Sanz V. Spectator emotions: Effects on quality, satisfaction, value, and future intentions. Journal of Business Research. 2015; 68(7), 1445-1449. [DOI:10.1016/j.jbusres.2015.01.031]
27. Hosseini B. The moderating role of customers' perceived value on the relationship between service quality and productivity, customer loyalty and satisfaction in the northwestern pools of the country and model presentation. PhD Thesis in Sports Management. Urmia University. 2017.
28. Baron R, Kenny D. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology. 1986; 51(6): 1173-1182. [DOI:10.1037/0022-3514.51.6.1173]
29. Yoshida M, James JD. Customer Satisfaction With Game and Service Experiences: Antecedents and Consequences. Journal of Sport Management. 2010; Volume 24: Issue 3, pp: 338-361. [DOI:10.1123/jsm.24.3.338]
30. Prentice C, Wang X, Loureiro SMC. The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services. 2019; Volume 50, Pages 50-59. [DOI:10.1016/j.jretconser.2019.04.020]
31. Radith H, Michael DC, David D. The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty, International Journal of Quality and Service Sciences. 2017; Vol. 9 Issue: 1, pp.21-40. [DOI:10.1108/IJQSS-07-2016-0048]
32. Yoong LC, Lian SB. Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry. International Journal of Academic Research in Business and Social Sciences. 2019; 9(1), pp:54-68. [DOI:10.6007/IJARBSS/v9-i1/5363]
33. Ismail A, Alli N, Abdullah MM. Perceive Value as a Moderator on the Relationship between Service Quality Features and Customer Satisfaction. International Journal of Business and Management. 2009: Vol. 4, No. 2: pp:71-79. [DOI:10.5539/ijbm.v4n2p71]
34. Jani D, Han, H. Influence of environmental stimuli on hotel customer emotional loyalty response: Testing the moderating effect of the big five personality factors. International Journal of Hospitality Management. 2015: Volume 44, pp: 48-57. [DOI:10.1016/j.ijhm.2014.10.006]
35. Karimi HR. Investigating the consequences of fan involvement for the sponsors of the selected clubs of the Iranian Football Premier League. Master Thesis in Sports Management. 2018; University of Guilan.
36. Heidar Ali, H. Structural equation modeling using LISREL software. 2005, Samt Publications.
37. Zhang JJ, Pease DG, Smith DW, Lee J T, Lam, ETC, Jambor, EA. Factors affecting the decision marking of spectators to attend minor league hockey games. International Sports Journal. 1997: 1(1), pp:39-53.
38. Nyadzayo MW, Matanda MJ, Ewing MT. Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior. Industrial Marketing Management. 2015. [DOI:10.1016/j.indmarman.2015.07.008]
39. Reynolds KE, Beatty SE. Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of retailing. 1999: 75(1), 11-32. [DOI:10.1016/S0022-4359(99)80002-5]
40. Sweeny DR. AN INTEGRATED MODEL OF VALUE EQUITY IN SPECTATOR SPORTS: CONCEPTUAL FRAMEWORK AND EMPIRICAL RESULTS, A Dissertation submitted to the Department of Sport Management, Recreation Management, and Physical Education in partial fulfillment of the requirements for the degree of Doctor of Philosophy, 2008; FLORIDA STATE UNIVERSITY COLLEGE OF EDUCATION .
41. Kim Y. A Relationship Framework in Sport Management: How Relationship Quality Affects Sport Consumption Behaviors, Doctoral Dissertation, 2008: University of Florida, 164 pages.
42. Hair JF, Hult G M, Ringle C, Sarstedt M. A primer on partial least squares structural equation modeling (PLS-SEM). 2014; Sage Publications.
43. Henseler J, Hubona G, Ray P A. Using PLS path modeling in new technology research: updated guidelines. Industrial management & data systems, 2016: 116(1), 2-20. [DOI:10.1108/IMDS-09-2015-0382]
44. Richter NF, Sinkovics RR, Ringle CM, Schlaegel C. A critical look at the use of SEM in international business research. International Marketing Review, 2016: 33(3), 376-404. [DOI:10.1108/IMR-04-2014-0148]
45. Masomi S, Shirkhodaie M, Ahmadi R. Cause-related Sport Marketing: Clarifying the Role of Sport Fans' Attitude. Research in Sport Management & Motor Behavior, 2020: 10(19): 72-91. (in Persian). [DOI:10.29252/JRSM.10.19.72]
46. Choi CH, Christopher G, Kyongmin L. Effects of service quality, perceived value, and consumer satisfaction on behavioral intentions in virtual golf. Journal of Physical Education and Sport. 2018: 18(3), pp. 1459 - 1468.
47. Theodorakis N, Alexandris K, Tsigilis N, Karvounis S. Predicting spectators' behavioural intentions in professional football: The role of satisfaction and service quality. Sport Management Review. 2013: Volume 16, Issue 1, Pages 85-96. [DOI:10.1016/j.smr.2012.05.004]
48. Athanasopoulou P, Kalogeropoulou D, Douvis J. Relationship quality in sports: a study in football teams and fitness centres. Sport, Business and Management. 2013: Vol. 3 No. 2, pp. 100-117. [DOI:10.1108/20426781311325041]
49. Memari ZH, Asghari JM, Seifi Salmi T. Study of the Interaction Quality and Perceived Value Role on Behavioral Intentions. Sport Management and Development. 2013: 2(2), pp:91-121.
50. Wong A. "The role of emotional satisfaction in service encounters", Managing Service Quality: An International Journal. 2004: Vol. 14 No. 5, pp. 365-376. [DOI:10.1108/09604520410557976]
51. Dharmaputra J, Aruan DT. Analysis of team engagement and physical servicescape perception effects on branch service quality and customer engagement. Advances in Economics, Business and Management Research. 2017: ISBN:978-94-6252-431-6, ISSN:2352-5428.
52. Guchait P, Hamilton K. The temporal priority of team learning behaviors vs. shared mental models in service management teams. International Journal of Hospitality Management. 2013: Volume 33, Pages 19-28 [DOI:10.1016/j.ijhm.2013.01.004]
53. Chen YR. Perceived values of branded mobile media, consumer engagement, business-consumer relationship quality and purchase intention: A study of WeChat in China. Public Relations Review. 2017; 43, 945-954. [DOI:10.1016/j.pubrev.2017.07.005]
54. Tara ME. The effect of communication quality and quantity indicators on intimacy and relational satisfaction. Journal of Social and Personal Relationships. 2004: Vol. 21(3): 399-411. [DOI:10.1177/0265407504042839]
55. Darman SS, Bayar MR, Aree MA. Determine the Role of Customer Engagement on Relationship Quality and Relationship Performance. European Journal of Business and Management. 2012: Vol 4, No.11, 27-36.
56. Bell, L., Babyak, A. Customer Satisfaction as an Antecedent to Engagement in Co-Creation of Value in the Hotel Industry. Journal of Tourism and Hospitality Management. 2018: Vol. 6, No. 2, pp. 13-25. [DOI:10.15640/jthm.v6n2a2]
57. Radith, H., Michael, D, C., David, D. "The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty", International Journal of Quality and Service Sciences. 2017: Vol. 9 Issue: 1, pp.21-40, doi: 10.1108/IJQSS-07-2016-0048. [DOI:10.1108/IJQSS-07-2016-0048]
58. Yoong LCh, Lian SB. Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry. International Journal of Academic Research in Business and Social Sciences. 2019: 9(1), 54-68. [DOI:10.6007/IJARBSS/v9-i1/5363]
59. Vale L, Fernandes T. Drivers of Consumer Engagement with Sports Clubs on Facebook: An Extended Abstract. Marketing at the Confluence between Entertainment and Analytics. 2017, pp: 1391-1395 [DOI:10.1007/978-3-319-47331-4_275]
60. Marcello R, Rosaria R, Annarita S, Michele Q. "The impact of consumer-brand engagement on brand experience and behavioural intentions: an Italian empirical study", British Food Journal. 2017.
61. Karimi N. The Effect of Perceived value on Behavioral Intentions of Sport Spectators with Moderating Role of Perceived Risks. Thesis for receiving (Ph.D) degree on Sport Management: Kharazmi University: 2019; P:213.
62. Fachmi M, Modding B, Kamase J, Damis H. The Mediating Role of Satisfaction: Life Insurance Customers' Perspective (Service Quality, Trust, and Image Toward Loyalty). International Journal of Multicultural and Multireligious Understanding (IJMMU).2020: Volume 7, Issue 6, Pages: 156-170. [DOI:10.18415/ijmmu.v7i6.1745]
63. Lai F, Griffin M, Babin B J. How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research. 2009; 62(10), 980-986. [DOI:10.1016/j.jbusres.2008.10.015]
64. Ismail A, Alli N, Abdullah M M. Perceive Value as a Moderator on the Relationship between Service Quality Features and Customer Satisfaction. International Journal of Business and Management. 2009: Vol. 4, No. 2: 71-79. [DOI:10.5539/ijbm.v4n2p71]
65. Caruana A, Money AH, Berthon PR. Service quality and satisfaction - the moderating role of value. European Journal of Marketing. 1998: 34,11/12. [DOI:10.1108/03090560010764432]

Add your comments about this article : Your username or Email:

Send email to the article author

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© 2024 CC BY-NC 4.0 | Research in Sport Management and Motor Behavior

Designed & Developed by : Yektaweb