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Sports events and interaction among spectators: examining antecedents of spectators' value creation

Koenig-Lewis, Nicole ORCID:, Asaad, Yousra and Palmer, Adrian 2018. Sports events and interaction among spectators: examining antecedents of spectators' value creation. European Sport Management Quarterly 18 (2) , pp. 193-215. 10.1080/16184742.2017.1361459

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esearch question: Spectating at sports events comprises on-pitch and off-pitch benefits. Value may also derive from spectator-to-spectator interaction, however, we do not know whether all types of interaction have similar effects on value creation and subsequent word-of-mouth (WOM) behaviours. We investigate two types of spectator-to-spectator interaction – between known/familiar others, and between unknown-others. We study their effects within a framework grounded in Customer Dominant Logic and sport value framework, integrating on-pitch sport performance, off-pitch service quality, overall satisfaction, team identification and WOM intention. Research methods: Hypotheses were tested using a survey of 1002 spectators of a British Premier League football club. Respondents were asked about the last game they attended. Data were analysed using Structural Equations Modelling and PROCESS analysis. Results and findings: Customer-to-customer interaction was antecedent to overall satisfaction and team identification. Satisfaction and team identification led to WOM intention, with team identification having greater effect. Evaluation of on-pitch performance (the football match) influenced overall satisfaction more than off-pitch service quality. The study contributes to knowledge in finding that customer-to-customer interaction with familiar accompaniers influenced satisfaction more than interaction with anonymous-other spectators. However, the latter contributed more to team identification and indirectly to WOM.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Taylor & Francis (Routledge)
ISSN: 1618-4742
Date of First Compliant Deposit: 18 August 2017
Date of Acceptance: 9 July 2017
Last Modified: 24 Oct 2022 10:02

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