Can service quality predict spectators' behavioral intentions in professional soccer?

Abstract

This study aims to examine if service quality dimensions can predict spectators' behavioural intentions in the context of professional soccer in Greece. Data collected from two hundred and forty two (N = 242) spectators, who were fans of a specific professional team. The SPORTSERV scale was used to assess service quality. Behavioural intentions were measured using the two subsets (repurchase intentions and word of mouth). The results of the confirmatory factor analysis and the alpha scores provided evidence for the validity and reliability of the scale used. The personnel and reliability dimensions of service quality weakly but significantly predicted repurchase intentions, while the tangibles, responsiveness and reliability dimensions predicted a significant and moderate amount of variance in word-of-mouth communications. The practical and theoretical implications of these results are discussed.