Volume 9, Issue 17 (9-2019)                   JRSM 2019, 9(17): 1-13 | Back to browse issues page


XML Persian Abstract Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Alizadeh M, Moharram zadeh M, Elahi A. Modeling the effect of Perceived Value on Loyalty and Purchase Behavior of Spectators; Case Study: Tractorsazi Tabriz Spectators. JRSM 2019; 9 (17) :1-13
URL: http://jrsm.khu.ac.ir/article-1-2905-en.html
Abstract:   (7810 Views)
The aim of this study was to determine the effect of perceived value on loyalty and purchase behavior of Spectators. This study was a correlation research and in from field study. The study population consists of all spectators Tractor Club. Data was collected by 3 questionnaires. This questionnaires consist perceived value(sweeny,2008), loyalty(Mahoony,2000) and purchase behavior(2008) that after review of face and content validity by the sport marketing experts, questionnaires was applied in a pilot study and their reliability was confirmed by Cronbach’s alpha test (0.82, 0.88 & 0.74) was approved. In addition, construct validity (factor analysis) of the measurement tool was confirmed using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM). Data were analyzed by descriptive statistics (Frequency, Mean and Standard deviation) and inferential statistics (Pearson correlation test, K-S, leven, simple linear regression, structural equation modeling). The results showed that among the perceived value, loyalty and purchase behavior, positive significant relationship exists. Generally about 35% of the variance of Loyalty and about 31% of the variance of the components of the consumption behavior could be determined by Perceived Value. Therefore, the club managers simply due to this factor can cause the greater satisfaction of spectators in the stadium and the resulting profit achieved for the club.
Full-Text [PDF 1444 kb]   (2264 Downloads)    
Type of Study: Research | Subject: sport management
Received: 2014/02/5 | Accepted: 2014/07/2 | Published: 2019/09/1

References
1. محرم زاده، مهرداد. (1388). مدیریت بازاریابی ورزشی. جهاد دانشگاهی. چاپ دوم. ارومیه.
2. مون، جان. سی. و مینور، میچل.اس. (2000) رفتار مصرف‌کننده. ترجمه: عباس صالح اردستانی و محمدرضا سعدی. اتحاد- جهان نو. چاپ دوم. تهران. 1388.
3. کشکر، سارا.؛ قاسمی، حمید. و تجاری، فرشید. (1390). مدیریت بازاریابی ورزشی. انتشارات علم و حرکت. چاپ اول. تهران.
4. غفاری آشتیانی، پیمان. (1387). تبلیغات شفاهی پارادایم هزاره سوم. ماهنامه تدبیر مدیریت. شماره 166.
5. لاولاک، کریستوفر. و رایت، لارن. (2002). اصول و مدیریت بازاریابی خدمات، ترجمه بهمن فروزنده، نشر آموخته، ویراست دوم، چاپ سوم، اصفهان. 1389.
6. محرم‌زاده، مهرداد. (1382). مدیریت سازمان‌های ورزشی. انتشارات جهاد دانشگاهی ارومیه. چاپ اول.
7. موسوی،اسفندیار(1391). ارتباط بین کیفیت تیمی و وفاداری هواداران با پرخاشگری آنان: مطالعه موردی هواداران پرسپولیس و استقلال، پایان‌نامه انتشارنیافته کارشناسی ارشد، دانشکده تربیت‌بدنی و علوم ورزشی دانشگاه خوارزمی.
8. سقا، سمیه (1390).
9. خورشیدی،رضا(1391). ارتباط عوامل مؤثر بر حضور با رفتار خرید تماشاگران لیگ حرفه‌ای فوتبال: مطالعه موردی تماشاگران استقلال و پرسپولیس، پایان‌نامه انتشارنیافته کارشناسی ارشد، دانشکده تربیت-بدنی و علوم ورزشی دانشگاه خوارزمی.
10. ناظمی، شمس‌الدین و سعادت‌یار، فهیمه. (1392). نقش متغیرهای شهرت و نوآوری بر وفاداری مشتریان رستوران با در نظر گرفتن نقش واسط رضایت و ارزش ادراک شده.فصلنامه علمی-پژوهشی مطالعات مدیریت گردشگری سال هشتم، شماره 22،صص 51 الی 72.
11. رنجبریان،بهرام؛ رشیدکابلی،مجید؛ صنایعی، علی و حدادیان،علیرضا (1391). تحلیل رابطه بین ارزش درک شده، کیفیت درک شده، رضایت مشتری و قصد خرید مجدد در فروشگاه‌های زنجیره‌ای تهران. نشریه مدیریت بازرگانی، دوره 4، شماره 11. صص70-55.
12. Funk, daniel c. (2008). Consumer behaviour in sport and events: marketing action. [DOI:10.4324/9780080942858]
13. Kim, yu kyoum. & trail,galen.(2008). Constraints and motivators: a new model to explain sport consumer behavior. Journal of sport management, 24, pp: 190-210. [DOI:10.1123/jsm.24.2.190]
14. Higgs, c., & mckinley, b. (2005). Why sport management matters. In a. Gillentine, & r. B.crow (eds.), foundations of sport management morgantown, wm: fitness information technology. Pp: 11-20.
15. Nicholas d. Theodorakis, kostas alexandris, nikolaos tsigilis, serafim karvounis (2013). Predicting spectators' behavioural intentions in professional football: the role of satisfaction and service quality. Sport management review, volume 16, issue 1, pages 85-96 [DOI:10.1016/j.smr.2012.05.004]
16. Dick, a.s. And basu, k. (1994). "customer loyalty: toward an integrated conceptual framework ", journal of the academy of marketing science", vol. 22 , no. 2, pp. 99-113. [DOI:10.1177/0092070394222001]
17. Wang, r. T., zhang, james. J., & tsuji. Y. (2011). Examining fan motives and loyalty for the chinese professional baseball league of taiwan. Sport management review, 14, 347- 360. [DOI:10.1016/j.smr.2010.12.001]
18. Quick, s. (2000). Contemporary sport consumer: some implication of linking fan typology with key spectator variables. Sport marketing quarterly, 9(3), 149-156.
19. Mahony, daniel, f., madrigal, r., & howard, d. (2000). Using the psychological commitment to team (pct) scale to segment sport consumers based on loyalty. Sport marketing quarterly, vol.9, no.1, 15-25.
20. Gladden, j. M., & funk, d. C. (2001). Understanding brand loyalty in professional sports: examining the link between brand associations and brand loyalty. Internationaljournal of sports marketing and sponsorship, 3, 67-89. [DOI:10.1108/IJSMS-03-01-2001-B006]
21. Stevens s., & rosenberger, p. J. (2012). The influence of involvement, following sport and fan identification on fan loyalty: an australian perspective. International journal of sports marketing & sponsorship, 220-234. [DOI:10.1108/IJSMS-13-03-2012-B006]
22. Jacoby, j., & chestnut, r. W. (1978). Brand loyalty: measurement and management. John wiley & sons, new york.
23. Kim, seungmo., andrew, damon p. S. & greenwell, t. Christopher. (2009). An analysis of spectator motives and media consumption behaviour in an individual combat sport cross: national differences between american and south korean mixed martial arts fans. International journal of sports marketing & sponsorship. [DOI:10.1108/IJSMS-10-02-2009-B006]
24. Hsieh, li-wen. (2003). Consumer behavior associated with professional baseball in taiwan: an empirical model. Doctoral dissertation, university of north colorado, 246 pages.
25. Shank, m. D. (1999). Sport marketing, a strategic perspective. Prentice hall, inc.
26. Shawn, s., & rosenberger, p. J. (2012). The influence of involvement, following sport and fan identification on fan loyalty: an australian perspective. International journal of sports marketing & sponsorship, 220-234.
27. Mohd shoki. Bin md.ariff, hiew sok fen, norhayati zakuan, nawawi ishak & khalid ismail (2012). Relationship between customers' perceived values, satisfaction and loyalty of mobile phone users, intergrative business & economics,vol. 1, pp. 126-135.
28. Gary howat, guy assaker (2013). The hierarchical effects of perceived quality on perceived value, satisfaction, and loyalty: empirical results from public, outdoor aquatic centres in australia .sport management review, volume 16, issue 3,pages 268-284. [DOI:10.1016/j.smr.2012.10.001]
29. Ching-fu chen, meng-huan tsai (2008). Perceived value, satisfaction, and loyalty of tv travel product shopping: involvement as a moderator, tourism management 29, pp. 1166- 1171. [DOI:10.1016/j.tourman.2008.02.019]
30. Sevastia avourdiadou, nicholas d. Theodorakis (2014). The development of loyalty among novice and experienced customers of sport and fitness centre. Sport management review, volume 26, pages 168-184. [DOI:10.1016/j.smr.2014.02.001]
31. Zeithaml, v.a. (1988), "consumers' perceptions of price quality and value: a means-end model and synthesis of evidence", journal of marketing, vol. 52, july. Pp. 2-22. [DOI:10.1177/002224298805200302]
32. Michael donihue, david finally and peter newberry (2002). "an analysis of attendance at major league baseball spring training games". Journal of sports economics, vol. 8, no. 1, pp:39-61. [DOI:10.1177/1527002505276716]
33. Daniel robert sweeny (2008). An integrated model of value equity in spectator sports: conceptual framework and empirical results , a dissertation submitted to the department of sport management, recreation management, and physical education in partial fulfillment of the requirements for the degree of doctor of philosophy, florida state university college of education.
34. Sheth, j. N., newman, b. I., & gross, b. L. (1991). Consumption values and market choice. Cincinnati, oh: south-western publishing co.
35. Rust, r. T., zeithaml, v. A., & lemon, k. N. (2000). Driving customer equity. New york: free press.
36. Sweeney, j. C., & soutar, g. N (2001). Consumer perceived value: the development of a multiple item scale, journal of retailing, 77, 203-220. [DOI:10.1016/S0022-4359(01)00041-0]
37. Gallarza, m., & saura, i, (2006). "value dimensions, perceived value, satisfaction and loyalty: an investigation of university students travel behavior". Tourism management, vol.27, no.3:437-452. [DOI:10.1016/j.tourman.2004.12.002]
38. Po-tsang chen, hsin-hui hu (2010). The effect of relational benefits on perceived value in relation to customer loyalty: an empirical study in the australian coffee outlets industry, international journal of hospitality management 29, pp. 405-412. [DOI:10.1016/j.ijhm.2009.09.006]
39. Mei-lien li & robert d. Green (2011). A mediating influence on customer loyalty: the role of perceived value, journal of management and marketing research, pp. 1-12.
40. Mar í a-eugenia ruiz-molina & irene gil-saura (2008). Perceived value, customer attitude and loyalty in retailing, journal of retail & leisure property, vol.7 no.4, pp. 305-314. [DOI:10.1057/rlp.2008.21]
41. Hsinkuang chi, huery ren yeh & yi ching tsai (2010). The influences of perceived value on consumer purchase intention: the moderating effect of advertising endorser.
42. Rodoula tsiotsou(2005). The results show that perceived perceptions of product quality were significantly related to all the variables under investigation, marketing bulletin, 16, research note 4.
43. Dolmont, mark a. (2007). The effects of the price of ticket on a spectator's perception of service quality, experiences and intent to repurchase at a sporting event, thesise of master of arts in sport and recreation administration in the graduate academic unit of faculty of kinesiology, the university of new brunswick.
44. Ying-feng kuo, chi-ming wu & wei-jaw deng (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, vol 25, p.p. 887-896. [DOI:10.1016/j.chb.2009.03.003]

Add your comments about this article : Your username or Email:
CAPTCHA

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© 2024 CC BY-NC 4.0 | Research in Sport Management and Motor Behavior

Designed & Developed by : Yektaweb