year 6, Issue 4 (Winter 2018)                   2018, 6(4): 39-48 | Back to browse issues page

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Elahi A, Mahmoudi B, Akbari Yazdi H. The Impact of Team Reputation and Team Quality on the Loyalty of the Fans of Iranian National Volleyball Team: A Mediating Role of Satisfaction. Annals of Applied Sport Science. 2018; 6 (4) :39-48
1- Department of Sport Management, Faculty of Sport Science, Kharazmi University, Tehran, Iran ,
2- Department of Sport Management, Faculty of Sport Science, Kharazmi University, Tehran, Iran
Abstract:   (783 Views)
Background. Attention to the loyalty of fans to the long-term success of sports organizations has become increasingly important. On this note, it seems necessary to pay attention to the variables that predict and influence the loyalty of spectators.
Objectives. The aim of this study was to determine the mediating role of satisfaction in the effect of team reputation and team quality on the loyalty of the fans of 
national volleyball team in Iran.
Methods. For this reason, five Ponzi et al. (2011) team reputation, Oliver (1980) satisfaction, Mahony (2000) behavioral loyalty, and Zhang et al. (1997) team quality questionnaires were used. 
A sample of 261 fans that were present at the World League Championship to see the Iranian national volleyball teams were randomly selected and questionnaires were distributed among them.
Results. The results of structural equation modeling showed that team quality and team reputation are strong predictors of loyalty of fans (β = 0.691, β = 0.681). In addition, the satisfaction of fans has a mediating role in the relationship between team reputation and team quality with 
loyalty of fans (β = 0.043, p < 0.05).
Conclusion. In view of the fact that the impact factor of two team quality and team reputation variables on the loyalty was high, paying attention to these two variables is very important in the formation of loyalty of the fans of the national team of Iran and strong strategies must be devised to achieve this.
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• Considering the findings of this study, approaches can be provided to determine the strategy of marketing and special loyalty programs and evaluate the impact of this strategies and programs on purchase behavioral intention of fans as the main customers of volleyball clubs.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2018/04/1 | Accepted: 2018/06/14 | ePublished ahead of print: 2019/01/11 | Published: 2019/01/11

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