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This research aimed to investigate the possible relationships between the concepts of consumer loyalty (attitudinal and behavioral), satisfaction, and team identification in the context of sport spectatorship. Specifically, several models were tested to investigate (1) the direct influence of team identification, consumer behavioral loyalty, and consumer satisfaction on consumer attitudinal loyalty, and (2) the mediating or moderating role of team identification in the relationship between consumer satisfaction, behavioral loyalty, and attitudinal loyalty. Results from a sample of 395 spectators of French ice hockey first division clubs revealed that consumer transaction-specific satisfaction was found to be the stronger predictor for consumer attitudinal loyalty alongside team identification and the average number of home games attended per year. A second indirect route is possible because team identification was also found to play a mediating role between consumer transaction-specific satisfaction, home and away games attended per year, and some dimensions of consumer attitudinal loyalty. Finally, team identification was also found to moderate the impact of consumer satisfaction and the

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This study aimed to increase the understanding of loyalty’s formative processes in fitness organizations. Building upon recent conceptualizations, the purpose of this study was to test the mediating role of psychological commitment in the relationships between consumers’ satisfaction, perceived value, involvement, identification, informational, and volitional processes and their attitudinal and behavioral loyalty toward a fitness organization. We conducted a questionnaire-based study in a French health and fitness club context with a sample of 252 club members, of which we were able to collect data in regard to repurchasing behavior for 110. This allowed us to confirm the relevance of the research model in regard to behavioral intentions, although including the behavioral-loyalty dimensions of the length of the relationship, frequency of participation, and repurchasing behavior failed to validate it. These findings have managerial implications for sustaining club membership levels.