The Effect of E-Service Quality on Football Fan Satisfaction and Fan Loyalty toward the Websites of Their Favorable Football Teams

Javad Khazaei Pool, Ali Dehghan, Hadi Balouei Jamkhaneh, Akbar Jaberi and Maryam Sharifkhani
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Javad Khazaei Pool: Department of Management, University of Isfahan, Isfahan, Iran
Ali Dehghan: Department of Management, California Lutheran University, Thousand Oaks, CA, USA
Hadi Balouei Jamkhaneh: Department of Management, University of Mazandaran, Babolsar, Iran
Akbar Jaberi: Department of Sport Management, University of Tehran, Tehran, Iran
Maryam Sharifkhani: Department of Management, University of Isfahan, Isfahan, Iran

International Journal of E-Business Research (IJEBR), 2016, vol. 12, issue 1, 43-57

Abstract: The purpose of the current study was to examine the effect of electronic service quality on fan satisfaction and fan loyalty in the online environment. Selection of three hundred and fifty-six fans of a famous sports club was through random sampling using the club's website. AMOS used structural equation modeling for data analysis. Results provided strong support on the effect of electronic service quality (E-S-QUAL) on fan satisfaction and fan loyalty toward the website of their favorable football teams. Business enterprises have well researched e-service quality and loyalty. However, limited research exists in the sports context. This paper provides valuable insight into the measurement of e-service quality and fan loyalty in the sport and offers a foundation for future marketing research.

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:12:y:2016:i:1:p:43-57

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