Connecting Customer Knowledge Management and Intention to Use Sport Services Through Psychological Involvement, Commitment, and Customer Perceived Value

Abstract

<jats:p>Despite the increasing importance of customer knowledge management (CKM) as a strategic resource for sport service organizations, little sport management research has examined the link between CKM and consumers’ intention to use sport services. Using the psychological continuum model as the theoretical framework, this study examines whether CKM predicts consumers’ intention to use sport services. Participants (<jats:italic>N</jats:italic> = 686) were recruited from nonprofit sports clubs in Urmia, Iran. Structural equation modeling results revealed positive relationships between CKM, psychological involvement, perceived value, commitment, and intention to use. Furthermore, both CKM and psychological involvement had positive indirect effects on intention to use through perceived value and commitment. Findings from this study highlight the importance of psychological involvement and perceived value in promoting intention to use sport services at nonprofit sports clubs and CKM’s role as a key antecedent.</jats:p>

The impact of consumer knowledge on profitable consumer loyalty through perceived service quality and psychological involvement in non-profit sport clubs

“…Taghizadeh et al , 2018; Taherparvar et al , 2014). However, investigating the significant of CKM in non-profit sport sector is a growing body of research (Behnam et al , 2016; Behnam et al , 2020). CKM is particularly important in the context of NPSCs as those organizations primarily provide strong consumer-based services (Lang et al , 2019).…”

“…In the context NPSCs, although empirical research has been conducted on knowledge-related factors (e.g. Delshab et al, 2020a, b; Wemmer et al , 2016), however, prior research have paid little attention on CKM (Behnam et al , 2016; Behnam et al , 2020). Given that NPSC's business models are predominantly consumer-oriented, and CK is an important asset for their businesses, effective CKM enables NPSCs to gain competitive advantages through the development of services.…”

Toward a conceptualization of personalized services in apparel e-commerce fulfillment

“…CPV has been a popular concern both to researchers and business practitioners across disciplines (Zauner et al, 2015). Based on the extant literature related to CPV, it was noticed that CPV is mostly associated with the product (Suryadi et al, 2018), but has also been used within the service literature to understand service quality (Arslanagic-Kalajdzic and Zabkar, 2017;Behnam et al, 2020;Xuan Nguyen et al, 2020). The understanding of perceived customer value helps to explain different areas such as behavior and repeat purchasing as it describes the perceived net gains associated with the products/ services acquired (Grewal et al, 2003).…”

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“…Perceived Value and service satisfaction Perceived value is the result or benefit received by the customer related to the total cost which is determined by the perceived value as "the consumer's overall assessment of the usefulness of a product (or service) based on the perception received and what is given [8] The perceived value of customers consists of the benefits, quality, value, and utility) of the use of services relative to what they pay [9]. Simpler is that value is the difference between benefits and costs received by There are two important characteristics in customer value according to Carlos Fandos Roig et al, [10] first, the value attached to the use of the product.…”

“…In line with the importance of relationship marketing, the company's ability to add value to customers is an important focus in relationship marketing activities [8]. Giving added value to customers is not only intended to satisfy customers, but can be used as a strategy to retain customers.…”