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Explaining the Moderating Effect of Emotions on The Relationship Between Perceived Service Quality and Customers Behavioral Intentions of Sport Clubs
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Hamidreza Goharrostami1   , Noshin Benar2 , Hasan Gholami ghajari2 , Saeedeh Ghermezi2 |
1- University of Guilan , goharrostami@gmail.com
2- University of Guilan |
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Abstract: (2073 Views) |
| The aim of this study was to explain the moderating effect of emotions on the relationship between perceived service quality and customer's behavioral intentions of sport clubs. The study population consisted of all customers of clubs with the license of Guilan province sport and youth office in the Rasht city. The Sampling method was multi-stage cluster sampling and the sample size was determined according to the Morgan table at least 384 people, which was distributed to ensure 440 questionnaires, of which 416 completed questionnaires without scratches were collected. Research tools included questionnaires Perceived Quality of Service (Alexandris and Palialia, 1999), emotions (Izard's, 1997) and Behavioral Intention’s (Zithamel et al, 1996). The face and content validity of the questionnaire was confirmed by 8 sports management professors. Construct validity (convergent validity), reliability (Cronbach's alpha and combined reliability) and Hypotheses were confirmed by structural modeling in SMARTPLS software. The result did not show a significant relationship between the quality of perceived services and emotions. Also, the relationship between emotions and behavioral intentions was not significant, but "emotions" on the relationship between perceived service quality and behavioral intentions sport club customers had a moderating effect (β=0.159) at the significance level of 0/05 indicated. As a result, sports club managers can take actions that strengthen the emotional bond among the club and customers and it can through emotional bond increase customers' perception of the quality of the club's service and by influencing behavioral intentions to retain customers in the club. |
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| Keywords: Behavioral intentions, Emotions, Perceived of Quality, Quality of Services, Sports Participation |
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Full-Text [PDF 344 kb]
(877 Downloads)
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Type of Study: Applicable |
Subject:
Special
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