Investigating the effects of value on word of mouth and repurchase intentions in the sport spectators’ context in soccer

Abstract

The scope of this research was to search the impact of value on spectator’s future intentions and specifically in word of mouth and repurchase intention, in the sport spectator’s contest in the area of Greek professional soccer. The sample were nine hundred and twenty-five (N=925) soccer fans in six different stadia. They were asked to complete a questionnaire, which consisted of two parts; the first part, apart from demographic data, measured football fan’s future intentions using the SPORTSERVE scale (proposed by Theodorakis & Alexandris, 2008), while the second part measured perceived value, using seven items from relevant researches (Cronin, Brady & Hult, 2000; Murray & Howat 2002; Theodorakis & Alexandris, 2008), which were adapted for soccer spectators. For the second part regarding value, an Exploratory Factor Analysis was conducted, which revealed two factors: a) sacrifices and b) value for money. The relations among all factors were investigated through Multiple Regression Analysis and the findings indicated that value had a significant impact and was important predictor of customers’ future intentions. Academics and sport managers could use this information in order to better understand spectator’s future intentions and design marketing strategies aiming at retaining their customers and attract new ones. © JPES.