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
The objective of this study is to establish the degree to which service quality of ski resorts can predict word-of-mouth communication. The sample consisted of 129 resort visitors. Participants were asked to complete the service quality scale based on Brady and Cronin's (2001) model. The instrument measures the three main dimensions of service quality (interaction quality; physical environment quality; outcome quality) using 11 items. All respondents were required to provide their responses on a continuum from 1 (strongly disagree) to 7 (strongly agree). Results indicated that the three service quality dimensions predicted a high proportion of variance in word-of-mouth communication with the factor "outcome quality" having the strongest influence. Acknowledging the results of the study, managers of ski centres should pay attention to ensuring that their centres provide personalised services and friendly atmosphere.
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