The effect of joy on the behaviour of cricket spectators: The mediating role of satisfaction

Abstract

Loyalty of fans is of vital importance for any sports team. This article examines the influence of experience of the game on satisfaction, word-of-mouth and intention to attend. For this research one distinct emotional experience, joy of cricket spectators in England, was investigated. Qualitative interviews with cricket club management and spectators, coupled with previous literature are used to identify three dimensions of joy, namely: social facilitation, quality of game and auditory. A survey was conducted to test the relationship between joy, satisfaction and behavioural intentions. The resulting findings and their implications are discussed, and it is suggested that distinct emotions and their consequences need greater attention from researchers and managers.