چکیده:
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.
خلاصه ماشینی:
The Impact of Team Reputation and Team Quality on the Loyalty of the Fans of Iranian National Volleyball Team: A Mediating Role of Satisfaction 1Alireza Elahi*, 1Behnam Mahmoudi, 1Hossein Akbari Yazdi 1Department of Sport Management, Faculty of Sport Science, Kharazmi University, Tehran, Iran.
Psychological Commitment, Spectator-Based Reputation, Loyalty, Structural Equation Modeling, Purchase Behavio r INTRODUCTION Fans are one of the most important consumer groups for sports marketers, because watching a sport is recognized as one of the prominent parts of the entertainment industry.
Researchers always point out that satisfaction and fans' loyalty variables are key factors in the success of sports organizations and they believe that loyalty should be the primary goal of marketers and sports managers because these customers (fans) are loyal which lead to long-term survival of sports teams and long-term profit.
Therefore, this research was conducted to identify the variables affecting the loyalty of fans of the national volleyball team, such as team reputation and quality and the mediating role of Elahi, A.
In order to test the conceptual framework of the research (mediating role of satisfaction in the impact of team reputation and quality on the(View the image of this page) loyalty of fans of Iranian national volleyball team), structural equations modeling was used.
The model fitted out in this study showed a mediating role of satisfaction in the relationship between team reputation and team quality of Iranian national volleyball team with the loyalty of the fans.