Yanni Thamnopoulos, George Tzetzis and Sakis Laios

Abstract

This report was aimed to determine the degree to which service quality perceptions and customer satisfaction predict the intentions of repurchase and word-of-mouth advice. Nine hundred and twenty 5 (N=925) spectators of Greek professional football, participated in the written report and completed the SPORTSERV questionnaire, to measure the perceptions of service quality, satisfaction, repurchase intention and word-of-mouth. An blastoff reliability analysis of the service quality was conducted, to test the internal consistency of the v dimensions (responsiveness, access, security, reliability and tangibles) equally a result they were all in acceptable ranges. Satisfaction was measured by five items. Repurchase intention was measured by 2 items and discussion-of-mouth was measured past three items. In lodge to find possible relations among service quality, satisfaction and future intentions multiple regression analysis were conducted. The results revealed that service quality and satisfaction predict together a significant proportion of spectators' repurchase intention (the full percentage of prediction was 51%, R2=.511, p< 0.001) and give-and-take-of-oral fissure advice (the total percentage of prediction was 53.8% R2=.538, p< 0.001). This study supports previous research findings with a focus on the sport spectators' realm, regarding the general impact of service quality and satisfaction on fans futurity intentions, all the same at that place take been some differences in terms of how the service quality dimensions affect these factors. Moreover, sport managers should apply this information as a means to sympathize the future behavior of sport spectators in lodge to blueprint marketing strategies so equally to retain their customers and attract new ones.

Cardinal words: service quality, satisfaction, repurchases intention, word-of-mouth.

Introduction

Service quality and satisfaction accept dominated the bibliography on services and sport services literature (8). For many years sport management focused on service quality and satisfaction, which constituted the two key factors of sport organizations, in lodge to predict the customer'south desirable behavior. Service quality is an important topic in the marketing literature, since perceptions for service quality are direct related to customer satisfaction and customer retention (1). The need for delivering qualitative services to sport spectators' area tin be accomplished, by focusing on the spectators' needs and paying attending to the quality and operation of well-organized sport facilities (47). According to researchers it is widely believed (e.thousand. 30, 42) that satisfaction is a very of import gene which affects the repurchase intention and word-of-oral fissure communication and thus influence future behavior (nineteen, 25).

In terms of sports, there is no doubt that football game is an individual case in the spectrum of sports. This is considering of its global popularity, the large number of defended fans who clearly identify with the sport besides equally the incredible amount of fiscal investments provided by private enterprise, sponsors and investors (37). Permit's not condone the nominal profits this sport accumulates.

Equally far as Greek football game is concerned, we can undoubtedly identify specific particularities within the sport (40). For case it is obvious that the overwhelming enthusiasts tend to get quite obsessive and identify with their teams in a personal level. The fans really take it to middle to such an extent that this can lead to friction violence and chaos in the stadium. It should be pointed out that in recent years it has been forbidden for fans to attend matches away from domicile in gild to prevent these violent kinds of outbreaks in the stadiums (52).

The relationships among service quality satisfaction and future intentions are well established in the services expanse and there is enough evidence to support these relationships in the sport spectrum and the sport spectators' expanse likewise. Many scholars investigated these relationships and they institute that service quality and satisfaction are directly related to client's future intentions (8, thirty and 43). Nonetheless, there is limited data concerning these relationships in the realm of football specially in the Greek region where there is no data bachelor any.

This study aims to investigate the relationships amid service quality, satisfaction and future intentions in sport spectators' area and specially within professional football in the Greek spectrum.

Review of literature

Service Quality

In the modernistic era the continuously increasing competition in the service sector led managers to re-define their strategy to acquire advantages over their competitors and to focus their attention on service quality (sixteen, 35 and 51). The first theoretical approach for quality of services was based on the "disconfirmation paradigm" (xvi, 34). According to this theory, the quality of services is resulted from a procedure of comparison of expected functioning with the perception for the real performance as information technology was initially prescribed by Gronroos (15-16). Information technology is has besides been suggested that quality tin be considered equally a personal perception regarding superiority and perfection of a given production or a service (48).

The measurement of service quality has e'er been a controversial event. The start instrument for measuring service quality was adult by Parasuraman et al. (1988) and Gronroos (1984). Parasuraman et al. (1988) proposed the five-dimensional SERVQUAL model, while Gronroos (1984) proposed a three-dimensional model. Many other models were developed in the post-obit years forth the range of the marketing industry. However, despite the fact that it has been criticized in terms of its applicability across unlike industries, the SERVQUAL model is the most popular one in the literature (1). Based on SERVQUAL, Theodorakis and Alexandris (2008) adult the five-dimensional SPORTSERV scale for measuring service quality in the sport spectator context. The 5 dimensions of SPORTSERV scale are "responsiveness," "access," "security," "reliability," and "tangibles."

The conceptualization and measurement of service quality remain controversial topics in the services marketing literature (iv). All the same, the vast majority of scholars concord to the importance and the effects of service quality (iv, 9). Zeithaml (1988) mentioned that delivery of quality services is a precondition for success. Kelley and Turley (2001) claim that service quality is vital for the survival and the success of sports, while Cronin and Taylor (1992) considered service quality as a key-strategy for the service providers to be placed more finer in the market.

Satisfaction

Satisfaction has been widely researched and analyzed in great depth in the last four decades (13, 17, 44 and 49). Information technology's one of the most favored subjects in the services literature in previous decades (11, 20, 32 and 33), also as in contempo times (five, 14, 17, 38 and 43). As for satisfaction, there have been a lot of definitions which show that there are many different perceptions, opinions and arguments amidst the researchers who deal with the particular subject, regarding the nature and the elements of satisfaction. In the commercial enterprising terminology, satisfaction is reported equally a dimension that measures how the products or the services that are offered by a provider satisfy or even exceed the expectations of customers (25).

In the sports context, Oliva et al. (1992) found that sports fans reach some level of satisfaction that is experienced from the follow-up of an athletic human action, through the frame "expectation-disconfirmation". The frame "expectation – disconfirmation", based on the significance that the satisfaction level is determined past the degree in which the initial customers' expectations is accomplished or is not achieved past the evaluated service. Alexandris et al. (2004) noted that regardless of the disagreements and differences in conceptualizing satisfaction, it is acceptable that satisfaction is a postal service-pick evaluative judgment and refers to consumer fulfillment. According to Jahanshahi et al. (2011) well-nigh definitions for satisfaction share some common elements: a) consumer satisfaction is a cognitive or emotional response, b) this response refers to a particular focus (expectations, product, consumption feel, etc.), c) the response occurs at a item time (after consumption, subsequently choice, based on accumulated experience, etc.). Customers' satisfaction is critical in the sports industry, where the sport organizations focus on the needs and wishes of their customers, in order to attain their objectives (25). Many researchers have ended that satisfaction affects customers' repurchase intention and word-of-mouth communication. Therefore such elements are vital for the success of the sport organizations (e.k., 12, 25).

Repurchase Intention

The repurchase intention refers to the consumers' trend to purchase products or services from the aforementioned company or the same organization that provide services (viii, 48 and 51). Similarly, according to Hellier et al. (2003) the repurchase intention is the process of purchasing a product or a service from the same company based on a previous experience which undoubtedly was satisfying.

Discussion-of-Mouth Advice

Word-of-rima oris communication is a process in which consumers that have used a product or a service, communicate their experience through word-of-mouth, to consumers planning to buy the product or the service (25). Positive discussion-of-mouth is reported to be the informal communication among consumers with regard to the evaluations of products or services, particularly when the evaluations are positive and include recommendations to others to proceed in similar purchases (ii). Consequently, in contrast to other external promotional strategies used by a sport organisation, positive give-and-take-of-oral fissure that includes recommendations, is more than important and has a stronger impact on customer'due south attitudes and future behavior (xviii, 25).

Relations among service quality, satisfaction and future intentions

Customer's future intentions and their decisions to repurchase a service and to indulge in positive discussion-of-oral cavity, depends often on a consummate evaluation of service and supplier, based on the experience of multiple transactions of services with the given supplier (5, 10). Many researchers adamant various factors that influence these intentions. The environment where the service is provided or the facility and its qualitative features have a significant influence on the repurchase intention, as they affect the total feel and satisfaction (v, 14, 25, 28, 38, 43 and 45). Like results also take been found in other studies, where the researchers paid a lot of attention to the surround and quality of services in facilities (xiii, 46 and 49), every bit well as the responsiveness of the personnel (xiii, 43). Other researchers constitute in their studies that the almost powerful gene that leads to behavioral intentions is satisfaction (7, 30 and 36). Matsuoka et al. (2003) also asserted that satisfaction predicts the repurchase intention. Yoshida et al. (2010) mentioned that satisfaction can create long term profits for sport organizations, including positive word-of-rima oris, parallel markets and enhancing the customers' loyalty. In the sport spectators' context, satisfaction has been considered as an important feature of predicting customer'south intentions when it comes to attending future sporting events (8, 46). The researchers in the area of services marketing, advise that the spectator's perceptions for the cadre production and the secondary services (as an example in the sport spectators area), can coexist as precedents to client's satisfaction and their behavioral intentions (35). Other studies (22, 26, 29 and 39), noted that satisfaction is a bones factor, but is only one of the many variables that can influence the hereafter intentions of customers. Kuo et al. (2009) mentioned that service quality positively influences satisfaction; therefore satisfaction positively influences time to come intentions. They too stated that service quality has an indirect positive effect on repurchase intention through customer satisfaction or perceived value. However, it must be noted that other researchers found that there is a straight link between service quality and time to come intentions (3, 51).

Although the relationships among service quality, satisfaction and future intentions, are well established in the services area, there is limited evidence regarding these relationships in the sport services area (30). This written report, aims to investigate the relationships amid the higher up mentioned factors in the sport spectators area, particularly in the expanse of Greek professional person football.

The purpose of this study was to determine the caste to which service quality perceptions and customer satisfaction predict repurchase intentions and discussion-of-mouth advice. Information technology was hypothesized that service quality and satisfaction would have a strong impact and predict repurchase intentions and discussion-of-rima oris communication.

Methodology

Sample

Ix hundred and twenty five (N=925) football spectators participated in the report. These spectators were attention games of Greek professional person football game in vi different stadiums in Greece. The majority of the spectators were males (fourscore%), unmarried (46.viii%), full fourth dimension employed (52.3%) and aged between 26-35 years former (29.nine%). Their educational level was mostly secondary pedagogy (40.7%) and university graduates (36.vi%). The majority of spectators were of low annual income (39.7% less than 12.000 € per year).

Instrumentation

A modified version of the (SPORTSERVE) questionnaire proposed by Theodorakis et al. (2008) was used that was previously validated and determined to exist reliable, in measuring service quality, satisfaction, repurchase intention and give-and-take-of- mouth advice for Greek sports spectators. Twenty two items measured service quality. More than specifically five items were used to measure "Responsiveness" (e.thou. "The stadium personnel has always the willingness to help me"); five items were used to measure "Access" (due east.yard. "Access to the stadium is easy"); four items were used to measure "Security" (e.g. "I experience secure in the stadium during the game"); four items were used to measure "Reliability" (due east.m. "The football club keeps their promises") and 4 items were used to measure "Tangibles" (eastward.chiliad. "My seat in stadium is comfortable"). Five items were used to measure satisfaction (e.thou. "I am satisfied with my decision to scout the game"). Ii items were used to measure repurchase intentions (e.g., "How possible is to continue watching games of your favorite team in this stadium in the future?") and three items were used to measure out word-of-mouth (e.thousand., "How possible is it to encourage your friends to come and picket football game games in this stadium?"). All, answers were given on a 7-point Likert scale ranging from one (Very strongly Disagree) to seven (Very strongly hold) and referred in previous games.

Data collection

A stratified sampling procedure ensured that the sample was representative of the population measured. Spectators were randomly selected and completed the questionnaires voluntarily. Questionnaires were distributed inside the stadiums and were completed prior to the start of the games. The inquiry had been conducted from September 2010 until March 2011.

Statistical analysis

Reliability analyses (Cronbach's blastoff) tested the internal consistency of the service quality dimensions, satisfaction, and repurchase intention and discussion-of-rima oris communication in the context of the football game spectators. Multiple regression analyses were used to investigate the affect of service quality and satisfaction to the prediction of repurchase intention and word-of-oral cavity communication.

Results

The internal consistency of the five dimensions of service quality ("Tangibles", "Responsiveness", "Admission", "Reliability" and "Security"), satisfaction and hereafter intentions (repurchase intention and word of mouth advice) was measured by Cronbach'southward alpha reliability and the results are depicted in Table 1.

Table 1

Cronbach'due south alpha reliability for Service Quality, Satisfaction and Future Intentions

Factor 1000 S.D. Items Cronbach's Alpha
Service Quality Tangibles 4.31 1.41 iv .923
Responsiveness 4.47 1.63 five .927
Access 4.40 i.53 5 .892
Reliability iv.67 1.56 4 .925
Security 4.70 1.62 4 .915
Satisfaction Satisfaction 5.08 one.sixty 5 .924
Time to come Intentions Repurchase intention five.68 ane.62 2 .873
Word of rima oris 4.61 1.73 3 .879

The analysis indicated high reliability for all five service quality components satisfaction and time to come intentions.

Descriptive statistics

The findings indicated that people weren't so happy with "tangibles" (Chiliad= 4.31), "responsiveness" (M= 4.forty) and "access" (M= 4.47). More positive compared to the previous, was the perception regarding "security" (Yard=iv.70) and "reliability" (Thou=four.67). People also declared being somewhat satisfied (Thou=5.08). They also stated that they were very likely to continue watching games at the specific stadium (Thou= v.68), but non as much likely to exist involved in discussion-of-mouth communication (M= 4.61).

Regression Analyses

Two separate multiple regression analyses were performed in order to test the degree to which service quality and satisfaction could predict repurchase intention and word-of-oral fissure communication. In both regression analyses the five service quality dimensions and satisfaction were fix as the independent variables, whereas the repurchase intention and discussion-of-rima oris communication as the dependent ones. Service quality contributed significantly (F = 65,698, p< 0.001) and predicted a significant proportion (26.3%) of the variance of the repurchase intention. Nevertheless, it is worth noting that but "reliability" (t=7,327, p<0.001), and "access" (t=two.395, p<.05), offered a meaning contribution. "Responsiveness", "security" and "tangibles" were not included inside the predictors. Satisfaction also contributed significantly (F= 463,835, p< 0.001) and predicted some other 24.vii% of the variance of the dependent variable. The total percentage of prediction was 51% (R2= .511, p< 0.001). The results for repurchase intention are presented in Tabular array 2.

Tabular array 2

Multiple Regression, Model Summary for Repurchase Intention

Factor B t p
Service Quality Responsiveness -.027 -.881 .379
Access -.070 -2,395 .017
Security .022 .678 .498
Reliability .235 vii,327 .000
Tangibles .016 .504 .615
Satisfaction Satisfaction .579 21,537 .000

Equally far as give-and-take-of-oral fissure advice is concerned, service quality contributed significantly (F=97,826, p< 0.001) and predicted a significant proportion (34.4%) of the variance of the dependent variable. Of the five dimensions of service quality, this time four offered meaning contribution ("responsiveness", (t =2,514, p< 0.05); "security", (t =3,016, p < 0.05); "reliability", (t = vi,199, p< 0.001) and "tangibles" (t = 2,787, p< 0.05). "Access" was not included within the predictors. Satisfaction contributed significantly (F=387,699, p< 0.001) and predicted some other 19.4%, of the variance of the dependent variable. The total percentage of prediction was 53.8% (R2= .538, p< 0.001). The results for word-of-mouth communication are presented in Table 3.

Table 3

Multiple Regression Assay, Model Summary for word-of-mouth

Factor B t p
Service Quality Responsiveness .074 2,514 .012
Access -.044 -1,557 .120
Security .095 3,016 .003
Reliability .193 6,199 .000
Tangibles .085 two,787 .005
Satisfaction Satisfaction .513 19,690 .000

Discussion and Conclusions

The purpose of this paper was to decide the degree to which service quality and customer satisfaction predicts repurchase intention and word-of-mouth communication in the sport spectators' context and particularly in professional football game. The results supported the research hypothesis, which service quality and satisfaction take an influence and can predict both repurchase intention and give-and-take-of-oral cavity communication in professional person football game. Based on the results, it can be argued that satisfaction is the almost influential factor, especially regarding repurchase intentions. These results ostend the findings from other researchers in the services area (eight, 33, 36, 43 and 48). All the same, the results gave an interesting view for the service quality role towards futurity intentions. In terms of repurchase intentions, only "reliability" and "access" seem to have a significant affect, while the total percentage of prediction was 26.3%. Surprisingly enough, the influence of "security", "tangibles" and "responsiveness" were not significant which is an consequence that needs further investigation. Theodorakis et al. (2008) constitute similar results, although in his research "responsiveness" had a significantly weak bear on statistically, on repurchase intention. On the other manus, service quality has a closer relation with word-of-mouth communication, given that four out of five dimensions (reliability, tangibles, responsiveness and security) had a statistically significant impact and they predicted 34.7% of the discussion-of-mouth total variance. Studies in the marketing literature reported that service quality perceptions (3, 51) directly connected to repurchase intention and give-and-take-of-rima oris communication. The results of the present report provide support for this study. Trying to interpret these findings, nosotros tin can argue that the nature of sport services and its features create this form. Service quality components relate closely to word-of-mouth advice, but they take a weak relation in correlation with the repurchase intention, whereas on the other hand satisfaction seems to play a more than significant role (8, 43 and 48). Given that we have had serious violence phenomena in Greek football recently, it was a surprise that "security" does not affect spectators' repurchases intention. That might have happened because security might be considered as a problem but in specific matches, where the issue of games is very important, and/or the rival teams are located in the aforementioned city. It must be noted that fans of the contrary squad are not permitted by the Greek law to follow their favourite team when they play away from home. Besides, it was not expected that "responsiveness" would not take a significant touch on on the repurchase intention.

In summary, this paper has a theoretical value, equally information technology confirms findings from researches in the services area (12, thirty and 36), and enhances the noesis regarding the service quality, satisfaction and behavioral intentions cycle in the area of sport spectators, especially in professional football game.

Applications in sport

The applied implications are besides important, every bit the sport organizations are struggling to get a competitive advantage and proceeds a good position in the market. The results of the present report accept practical implications particularly for sports managers in sport spectators' area who aim to encourage their customers to attend more often.

In this attempt repurchase intention and word-of-mouth communications are considered as vital factors. This indicates that service quality and satisfaction have a very strong touch on both repurchase intentions and discussion-of-mouth communication, and so managers should conduct in heed the contemporary needs of today'due south spectators in an endeavour to delight them. In other words, sport managers should develop appropriate marketing strategies and invest in quality of services and satisfaction. From a managerial point of view, since managers lack control of the core production, they should endeavor to improve all the secondary services. In terms of service quality, they should emphasize first on "reliability" and and so on "tangibles", "responsiveness" and "security". "Access" was considered every bit an important gene for repurchase intention but not for word-of-mouth communication.

As far as Greece is concerned, the fact is that admission is already a large problem in the daily routine in Greek cities, so people heed considering this as an extra problem. However, access issues are not going to improve as long as the stadiums are located in the center of densely populated areas.

On the other hand, spectators' satisfaction is the nearly influential factor and is very important particularly for repurchase intention. These findings back up the results of previous studies that a satisfied spectator is very much likely to proceed in repurchase actions (e.g. 25, 27 and 43). Managers take to put a lot of their efforts on satisfying their customers, because consumers' satisfaction is the most crucial cistron for future beliefs.

In conclusion, the present study in the context of professional soccer provided evidence that,

  1. the relationship between service quality and spectators' repurchase intentions is weak and limited to the dimension of reliability and access merely
  2. the relationship between service quality and spectators' word-of-rima oris communication is very strong,
  3. satisfaction has a strong relationship with both repurchase intention and word-of-oral cavity communication.

Limitations and time to come research

The nowadays study collected data from Greece'south professional person football. Equally the cultural diversities might influence the conclusions of each written report, it would be useful to have evidence from different countries. Thus, cross-cultural research should be conducted in the time to come and help practitioners and academics to meliorate understand the similarities and differences in the behavioral patterns of football fans internationally.

Finally, along with service quality and satisfaction, future research should incorporate other factors and dimensions that have been shown to significantly predict the spectator's beliefs, such as those of value, loyalty, motives and make associations.

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Respective Writer

Yanni Thamnopoulos
Aggelopoulou 46, TK 54352,
Thessaloniki, Hellenic republic
yathamno@gmail.com
+00306948943841

Author Biographies

Yanni Thamnopoulos

Candidate PhD of Department of Concrete Education and Sport Sciences in Democritus University of Thrace.

George Tzetzis

Associate Professor of Department of Concrete Education and Sport Sciences in Aristotle Academy of Thessaloniki.

Sakis Laios

Professor of Department of Physical Education and Sport Sciences in Democritus University of Thrace.

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