THE INFLUENCE OF SERVICE QUALITY ON SATISFACTION AND BEHAVIORAL INTENTIONS OF FOOTBALL SPECTATORS: A STUDY IN PERNAMBUCO FOOTBALL - (2021)
Acessos: 37
Marcos Antonio Barros Filho, Carlos Augusto Mulatinho de Queiroz Pedroso, Yves de Holanda Batista de Miranda, José Pedro Sarmento, Victor Henrique Rodrigues Silva, Cláudia Dias
Volume: 32 - Issue: 0
Resumo.
ABSTRACT The aim of this study was to examine the influence of service quality perception on spectators’ satisfaction and behavioral intentions in the Pernambuco Professional Football Championship of 2017 - Brazil. Data were collected on match days, using an adapted questionnaire, consisting of four variables. The sample was composed of spectators at the competition, divided into two moments (1st. n = 386 / 2nd. n = 620). The data were analyzed through two-step structural equation modeling in AMOS 24. After the refinement of the model, the results of the structural model [χ² (314) = 762.849 (p <.001) χ² / df = 2.42; GFI = .92; CFI = .95; RMSEA = .05] indicated that the players' performance positively influenced both satisfaction (β = .76, p <.001) and behavioral intentions (β = .33, p <.001). In turn, the crowd experience had a positive influence only on the spectators’ behavioral intentions (β = .38, p <.001). It is concluded that provision of service quality, positively evaluated by the spectators, especially in relation to the aspects of the game/players, is a way for the club to satisfy them and generate positive behavioral intentions.
Keywords: Marketing, Consumer behavior, Quality management
Idioma: English
Registro: 2024-08-17 14:46:30
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