Relationship Between Service Quality, Team Identification and Satisfaction in Professional Sport spectators

The purpose of this study was to determining relationship between service quality, team identification and satisfaction in profession sport spectators. The statistics population of this research include all spectators of Iranian soccer Premier League. using Cochran formula 779 people from four team in different levels of the match table in year of 2014 were chosen as samples. The instrument for collecting the data includes: sportserv scale of Theodorakis et all (2009), Sport Spectator Identification Scale (SSIS) of Wan and Branscombe (1993) and satisfaction scale of Bradey et all (2005). face and content Validity of the questionnaires determined by some experts of sport management and exploratory factor analysis and reliability by using the Cronbach’s alpha. For the data analyzing, Pearson correlation coefficient, regression and structural equation modeling were used with SPSS 19 and Lizrel 19. The results showed appropriate fit of the model and it revealed that a relationship exists between service quality and satisfaction. The perception role of technical quality in satisfaction is more than that of performance quality. Furthermore, spectators team identification can be effective in spectators perception of service quality.

Keywords:

service quality , team identification , satisfaction , spectators