Annals of Applied Sport Science
تازههای علوم کاربردی ورزش
Ann Appl Sport Sci
Medical Sciences
http://aassjournal.com
1
admin
2476–4981
2322-4479
10.61186/aassjournal
en
jalali
1397
9
1
gregorian
2018
12
1
6
4
online
1
fulltext
en
The Impact of Team Reputation and Team Quality on the Loyalty of the Fans of Iranian National Volleyball Team: A Mediating Role of Satisfaction
مديريت ورزشی و شاخههای وابسته بدان
Sport Management and its related branches
مقاله اصیل
Original Article
<div style="text-align: justify;"><span style="font-size:12px;"><span style="font-family:times new roman;"><strong>Background. </strong>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.<br>
<strong>Objectives. </strong>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 </span></span><span style="font-size:12px;"><span style="font-family:times new roman;">national</span></span><span style="font-size:12px;"><span style="font-family:times new roman;"> volleyball team in Iran.<br>
<strong>Methods. </strong>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. </span></span><span style="font-size:12px;"><span style="font-family:times new roman;">A sample</span></span><span style="font-size:12px;"><span style="font-family:times new roman;"> 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.<br>
<strong>Results. </strong>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 </span></span><span style="font-size:12px;"><span style="font-family:times new roman;">loyalty</span></span><span style="font-size:12px;"><span style="font-family:times new roman;"> of fans (β = 0.043, p < 0.05).<br>
<strong>Conclusion. </strong>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.</span></span></div>
Psychological Commitment, Spectator-Based Reputation, Loyalty, Structural Equation Modeling, Purchase Behavior
39
48
http://aassjournal.com/browse.php?a_code=A-11-494-2&slc_lang=en&sid=1
ALireza
Elahi
alirezaelahi@yahoo.com
10031947532846007162
10031947532846007162
Yes
Department of Sport Management, Faculty of Sport Science, Kharazmi University, Tehran, Iran
Behnam
Mahmoudi
behnam.mahmoudi10@gmail.com
10031947532846007163
10031947532846007163
No
Department of Sport Management, Faculty of Sport Science, Kharazmi University, Tehran, Iran
Hossein
Akbari Yazdi
akbarihossein@yahoo.com
10031947532846007164
10031947532846007164
No
Department of Sport Management, Faculty of Sport Science, Kharazmi University, Tehran, Iran