“…In the context of spectator sports, customer satisfaction has been viewed as key to customer retention strategies that are aimed at keeping fans satisfied with a specific team or league. For the purpose of analysis, satisfaction is commonly divided into elements of service (Wakefield & Blodgett, 1994;Zhang et al, 2004Zhang et al, , 2007 and game (Kwon, Trail, & Anderson, 2005;Madrigal, 1995;Zhang, Lam, & Connaughton, 2003), although there are also studies in which the two elements are combined (Byon, Zhang, & Baker, 2013;Yoshida & James, 2010). As sport organizations consist of products and services with which consumers directly and indirectly interact to varying degrees, we believe that understanding how customer satisfaction is achieved at a variety of levels is very important.…”