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Consumer loyalty in sport spectatorship services: the relationships with consumer satisfaction and team identification

journal contribution
posted on 23.07.2012 by Guillaume Bodet, Iouri Bernache-Assollant
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 number of away games attended on different facets of attitudinal loyalty. Marketing and theoretical implications are discussed.

History

School

  • Sport, Exercise and Health Sciences

Citation

BODET, G.S.P. and BERNACHE-ASSOLLANT, I., 2011. Consumer loyalty in sport spectatorship services: the relationships with consumer satisfaction and team identification. Psychology and Marketing, 28 (8), pp. 781 - 802

Publisher

© Wiley Periodicals

Version

AM (Accepted Manuscript)

Publication date

2011

Notes

This article is closed access, it was published in the journal Psychology and Marketing [© Wiley Periodicals]. The definitive version is available at: http://dx.doi.org/10.1002/mar.20412

ISSN

0742-6046

eISSN

1520-6793

Language

en

Exports

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Keyword(s)

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