Modeling the relationship between the quality of services to the customers and their satisfaction, psychological commitment and word of mouth in football fans

Document Type : Research Paper

Author

university of mohaghegh ardebili

10.22080/jsmb.2024.17378.3221

Abstract

Introduction:The purpose of this study is to present a model of the relationship between quality of service and satisfaction, psychological commitment and oral advertising of football fans.
‌ Methodology:The statistical population of this study was Persepolis and Perspectives Saipa, which was held on April 24, 1398 from the Premier League series at Azadi Stadium with a total of 40,000. Of these, 380 were randomly selected using a Morgan table was available. The data collected were used by 3 questionnaires, quality of services Cronin and Brady (2001), Oliver satisfaction (1996) and psychological commitment and oral propaganda Scanlan et al. (1993) were used. The present questionnaire distributed among 50 individuals and its reliability was determined by calculating Cronbach's alpha coefficient, respectively obtained, 928/0, 868/0 and 908/0. To analyze the data, descriptive statistics (frequency, mean and standard deviation) and inferential (K-S test and Pearson correlation coefficient) and statistical software spss (version 20) and lisrel (version 8.5) was used.
Results: Analysis of the collected data confirms all the initial hypothesis of the research except the standard club, technical quality on satisfaction coefficients. Also The results showed that satisfaction in the relationship between the quality of physical environment (t= 3/91، β=0/304 ) and quality of communication by psychological commitment (t= 3/16، β=0/272 ) and oral propaganda (t= 10/03، β=0/81 ) is the role of mediator.However Satisfaction in the relationship between variables the technical quality (t= 1/43، β=0/12) whit psychological commitment (t= 1/41، β=0/096 ) and oral propaganda (t= 1/42، β=0/097 )was not the mediator and of the effects indirect and overall was more than direct impacts.
‌Conclusion: So if we want to increase customer commitment, we must increase the quality of their services from all aspects of one-dimensional and do not act.

Keywords

Main Subjects

References

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Journal of Sport Management and Motor Behavior
Volume 19, Issue 38
February 2023
Pages 255-278

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