Moderating role of team identification on the relationship between service quality and repurchase intentions among spectators of professional sports

Abstract

Purpose - This study seeks to examine the moderating role of team identification regarding the relationship between service quality and repurchase intentions among spectators of professional sports. Design/methodology/approach - Quantitative data are collected from a questionnaire survey of 257 spectators attending a professional soccer game in Greece. Multiple regression analyses are used to assess the relationships among the constructs of service quality, repurchase intentions, and team identification. Findings - Team identification is shown to moderate the relationship between service quality and repurchase intentions among spectators at this professional sports event. Both overall service quality and two specific service-quality dimensions ("responsiveness" and "reliability") are found to be positively associated with repurchase intentions only among respondents with low and medium team identification. No relationship is found between service quality and repurchase intentions among those with high team identification. Practical implications - Managers of professional sports events who wish to increase attendances by improvements in service quality should first segment their customers according to degree of team affiliation. They should then design their service offerings specifically to meet the service-quality expectations of sports fans with medium or low team identification. Originality/value - The study provides valuable empirical evidence of the moderating role of team identification with regard to the relationship between service quality and repurchase intentions among consumers of professional sports events.