The relationship between game quality, service quality and team identity on the satisfaction and loyalty of male Samen Al-hujaj handball fans of Sabzevar team

سال انتشار: 1400
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 47

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شناسه ملی سند علمی:

SSRC13_577

تاریخ نمایه سازی: 8 شهریور 1401

چکیده مقاله:

One of the prominent features of human societies in today is world, which is affected by rapid progress and development, is the complexity of cultural, socal and economic issues and problems. The stability, maintenance and survival of the progress and development of these societies is possible only through solving problems or the best possible method ( Ismailpour, ۲۰۱۷). Sporting events are basically a mental experience in which the spectators and athletes themselves are part of the product and it is very difficult to evaluate. This definition shows the importance of the presence of spectators in stadiums, as the most important part of a sporting event(Fallahi,۲۰۰۹).This study aimed to investigate the relationship between game quality, service quality and team identity on satisfaction and loyalty of male Samen Al-hujaj handball fans of Sabzevar team. Survey method was Correlative and it conducted in a field. To this end, ۳۷۷ people over ۱۸ of Samen Al-hujaj team were chosen in one of the series Handball Iranian League matches by using random sampling. For collecting data, Five questionnaires were about game quality of Zhang et al (۱۹۹۷), Quality of Service of Wakefield and colleagues (۱۹۹۶), Team identity of Blazers and James (۲۰۰۱), loyalty of Liu (۲۰۰۸) and overall satisfaction of Oliver (۱۹۸۰) that content validity is confirmed by expert professors and its reliability was resulted by using Cronbach s alpha, respectively (۷۳/۰, ۸۳/۰, ۷۲/۰, ۷۶/۰, ۷۷/۰). To analyze the data, Pearson and Regression correlation were used in it.The results of survey showed that there is a significant and positive relationship between each of the quality variables of the game, team identity and quality of services on satisfaction and loyalty ( P <۰/۰۵). Also Regression analysis showed that satisfaction with standard beta ۷۹/۰ is stronger than other variables for the loyalty of the fans. Club managers of Premier League handball can consider some strategies to increase fans in matches by using of increasing the probability of a positive experience in fans by activities in the long-term plan. Also they should focus on service quality as the most important factor on fans satisfaction.

کلیدواژه ها:

Game quality ، service quality ، Team identity ، Satisfaction ، loyalty ، Samen Al-hujaj of Sabzevar

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