Perceived value, satisfaction and future intentions in sport services

Abstract

Purpose The purpose of this paper is to analyze the role of brand-related variables as congruence and brand trust on the traditional model formed by perceived quality, perceived value (PV) and satisfaction, in order to compare predictive models for the variables of PV, satisfaction and future intentions of 683 users of sports services. Design/methodology/approach The analysis has been carried out using two different methodologies. First, three models have been proposed to be analyzed by hierarchical regression models, in order to subsequently propose a fuzzy-set qualitative comparative analysis (fsQCA) to verify the existence or not of necessary and sufficient conditions. Findings The results indicate that both the classic service variables and the elements related to the brand significantly predict PV, satisfaction and future intentions, in some cases with greater predictive weight being given to congruence and trust than the classic service variables. In addition, linear models have been shown to improve their predictive capability by including brand-related variables, especially the future intentions model. After the fsQCA, congruence and trust have proved to be sufficient combinations to achieve high levels of PV and future intentions, while this is not the case for satisfaction. Originality/value The importance of the aspects related to the brand, either on their own or in combination with the classic service variables, is demonstrated, contributing to the literature on brand image in sports services, which is practically non-existent.

Future Intentions of Fitness Center Customers: Effect of Emotions, Perceived Well-Being and Management Variables

“…Likewise, these different studies have focused on analyzing, through linear models, these perceptions, without considering if in a combinatorial way there are variables that explain the prediction of an outcome variable more broadly. Some authors have attempted to solve this lack of knowledge about the interaction of variables by combining methodologies, which is why studies such as those of Calabuig et al (2015) or Alguacil et al (2019) analyze the sports context by combining HRM and QCA. Specifically, the article by Alguacil et al (2019) analyses the future intentions of the users of sports services, where, as in this study, the importance of satisfaction and perceived value is confirmed, showing a direct influence on the regression models and also being part of some of the combinations that produce the expected results, as in our case, the improvement of future intentions.…”

“…Some authors have attempted to solve this lack of knowledge about the interaction of variables by combining methodologies, which is why studies such as those of Calabuig et al (2015) or Alguacil et al (2019) analyze the sports context by combining HRM and QCA. Specifically, the article by Alguacil et al (2019) analyses the future intentions of the users of sports services, where, as in this study, the importance of satisfaction and perceived value is confirmed, showing a direct influence on the regression models and also being part of some of the combinations that produce the expected results, as in our case, the improvement of future intentions. This influence of satisfaction and perceived value on future intentions is a connection confirmed throughout the literature ( Chen and Chen, 2010 ).…”

“…Within sports organizations, Calabuig et al (2008) , argue that customer satisfaction is one of the most analyzed management variables because it offers a result in which the customer, in a subjective way, measures his experience with that organization. Within the existing literature, in the field of sports facilities, there are different studies that confirm the recognized link between customer satisfaction and the future behavioral intentions of the customer ( Calabuig et al, 2012a ; García-Fernández et al, 2018b ; Alguacil et al, 2019 ). Likewise, Avourdiadou and Theodorakis (2014) , in their research, analyze the perceptions of sports center customers in Greece, concluding that customer satisfaction is the main driver of these customers’ future behavioral intentions.…”

Overall Quality of Sporting Events and Emotions as Predictors of Future Intentions of Duathlon Participants

“…Therefore, this decision is influenced by experience, subjective perception of service (Westerbeek and Shilbury, 2003;Montesinos-Saura et al, 2018;Bi et al, 2019), and by cognitive and affective elements (Oliver, 1981). In this line, satisfaction is linked to behavioral future intentions and loyalty (Alonso-Dos-Santos and Pérez-Campos, 2015;Bernal-García et al, 2018;Alguacil et al, 2019) and creates less price-sensitive customers (Ko et al, 2010;Calabuig-Moreno et al, 2015;Montesinos-Saura et al, 2018). Matsuoka et al (2003) suggest that satisfaction has a strong effect on future intentions and the decision to attend other events.…”

“…In the service literature, understanding the relationship between quality, perceived value, satisfaction, and customer loyalty is a topic that has been analyzed in depth (Parasuraman et al, 1985(Parasuraman et al, , 1988Zeithaml et al, 1996). Sports services are the focus of many of these analyses within the field of sports management (Cronin et al, 2000;Hightower et al, 2002;Calabuig-Moreno et al, 2010;Ko et al, 2010;Theodorakis et al, 2013;Alguacil et al, 2019). Few, however, add to the study the role of emotions (Biscaia et al, 2012;Calabuig-Moreno et al, 2015;Crespo-Hervás et al, 2019), despite the fact that in sports services, emotions and feelings are important factors for participation and development (Pérez-Campos, 2010;Vacher et al, 2017;Crespo-Hervás et al, 2019).…”