Authors
1
PhD student of Sport Management, Payam Noor Tehran University
2
Associate Professor of Sport Management, Mohaghegh Ardebili University
3
Assistant Professor of Sport Management, Kharazmi University
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Document Type : Research Paper
Abstract
Objective: Nowadaysone of the most common strategies that have been developed by organizations is to execute loyalty programs to retain customers.Therefore, the research purpose is to examine what kind of attitudinal or behavioral loyalty has more predictability for the spectator's purchase behavior.
Methodology: Due to lack of access to databases related to all the Tractor Sazi'sspectator information, the spectators who came to the Yadegar-e-Emam Tabriz stadium to watch team’s match were considered as convenience sample. The research method was applied based on purpose and correlative based on data collection. The correlation test and regression test were used as statistical methods. Data was collected by two questionnaires including Mahony’s loyalty questionnaire (2000) and Kim’s Purchase Behavior questionnaire (2008). Data was analyzed by descriptive and inferential statistics.
Results: The results demonstrated the significant positive relationship between attitudinal and behavioral loyalty with purchase behavior of spectators. Also, the attitudinal loyalty component had more predictability than behavioral loyalty to predict purchase behavior of spectators.
Conclusion: Because the attitudinal loyalty size was more than behavioral loyalty size, club managers must make situation easier for spectators to attend the stadium and to access easily to club information and events. Consequently, the potential loyalty or attitudinal loyalty of spectators turns to a behavioral loyalty or loyalty in action. Finally it leads to purchase behavior resulting in organizational benefit and meeting customers’ needs.
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