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Impact of service quality on youth football participation in China: a moderating role of country-of-origin
Research questions: As football fever in China has encouraged youngsters to participate in football activities, the perceived quality of youth football service and players’ level of satisfaction are essential to be investigated. Besides, country-of-origin’s (COO) moderating effect on perceived service quality in determining satisfaction between two types of academies (local-oriented vs. overseas-oriented) has yet to be examined. Therefore, The COO’s moderating effects were examined through a multi-group invariance analysis.
Research methods: Data were collected from two youth football academies in China. A measurement scale specifically designed for youth football participation was employed to examine the proposed relationships. Besides, a multi-group invariance analysis was used to investigate COO’s moderating effect.
Results and findings: Seven, out of ten hypotheses, among service quality, satisfaction, and membership renewal intention were supported. The results from bootstrapping supported the indirect effects of satisfaction in six relationships between service quality and membership renewal intention. The relationship between service quality and satisfaction was partially moderated by COO.
Implications: This study empirically contributes the understanding of the relationships among service quality, satisfaction, and behavioural intention in youth football participation. Practically, strategic implications are provided for practitioners in managing and improving players’ football participation experience.
- Sport, Exercise and Health Sciences
Published inEuropean Sport Management Quarterly
PublisherTaylor & Francis
- AM (Accepted Manuscript)
Publisher statementThis is an Accepted Manuscript version of the following article, accepted for publication in European Sport Management Quarterly. Yuchen Shi, Doyoung Pyun & Elisavet Argyro Manoli (2023) Impact of service quality on youth football participation in China: a moderating role of country-of-origin, European Sport Management Quarterly, DOI: 10.1080/16184742.2023.2276823. It is deposited under the terms of the Creative Commons Attribution-NonCommercial License (http://creativecommons.org/licenses/by-nc/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited.