Consumer loyalty in sport spectatorship services: The relationships with consumer satisfaction and team identification
By Guillaume Bodet, Iouri Bernache-Assollant. 2011
167 citations recorded by the source corpus.
This research aimed to investigate the possible relationships between the concepts of consumer loyalty (attitudinal and behavioral), satisfaction, and team identification in the context of sport spectatorship. Specifically, several models were tested to investigate (1) the direct influence of team identification, consumer behavioral loyalty, and consumer satisfaction on consumer attitudinal loyalty, and (2) the mediating or moderating role of team identification in the relationship between consumer satisfaction, behavioral loyalty, and attitudinal loyalty. Results from a sample of 395 spectators of French ice hockey first division clubs revealed that consumer transaction–specific satisfaction was found to be the stronger predictor for consumer attitudinal loyalty alongside team identification and the average number of home games attended per year. A second indirect route is possible because team identification was also found to play a mediating role between consumer transaction–specific satisfaction, home and away games attended per year, and some dimensions of consumer attitudinal loyalty. Finally, team identification was also found to moderate the impact of consumer satisfaction and the number of away games attended on different facets of attitudinal loyalty. Marketing and theoretical implications are discussed. © 2011 Wiley Periodicals, Inc.
Subfields: Gender Studies, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/f59dc05e314b434ff54acd841d799138ffe19119
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In Gender Studies
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Citations in the corpus
- Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions (2013, methodology): “Behavioral loyalty consisted of three items derived from Bodet and Bernache-Assollant (2011) to assess actual and past behaviors, and responses to these items were open-ended.”
- Identity crisis: a theoretical analysis of ‘team identification’ research (2017, unknown): “First, people derive some part of their self-concept from the groups to which they belong (Bodet & Bernache-Assollant, 2011; Tajfel & Turner, 1979).”
- The effects of emotions on football spectators' satisfaction and behavioural intentions (2012, background): “More recently, Bodet and Bernache-Assollant (2011) reported that spectators’ satisfaction contributes positively to the intentions to attend future games of their favourite team and the sport in general, while Kuenzel and Yassim (2007) found that joy had an indirect effect on revisit intentions and…”
- The sport value framework – a new fundamental logic for analyses in sport management (2014, unknown): “Moreover, using either structural equation models (Bodet & Bernache-Assollant, 2011; Gwinner & Swanson, 2003; Martínez Caro & Martínez García, 2007) or conjoint analysis and discrete choice models (Pedersen, Kiil, & Kjær, 2011; Theysohn, 2006), empirical studies have analysed the effects of…”