首页|A study on satisfaction and behavior intention of Tajikistan football spectators
A study on satisfaction and behavior intention of Tajikistan football spectators
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This study aimed to examine Tajikistan football spectators'' service quality and behavior intention by focusing on the service quality satisfaction supplied while hosting the event. A three sections questionnaire was originally designed in English based on a review of the literature and overall characteristics of good service, satisfaction, and behavior intention to evaluate the utility of the research. To measure service quality, overall intention and behavior intention on Tajikistan football event, 24 items (modified) had been designed according to the previous researchers'' scales. Data had been collected from 460 spectators (valid samples) including 83% (n=382) of male and 17% (n=78) of female. This study explored the relationship among the three variables, service quality, overall satisfaction, and behavior intention through SPSS software. Firstly, difference analysis result proved that there were significant differences in the three variables including service quality, overall satisfaction, and behavior intention between different attendance frequencies, education backgrounds, monthly incomes or evaluations of sports facilities (all plt;0.05). Secondly, there was a significant positive correlation between service quality and overall satisfaction (r=0.675, plt;0.01). There was a significant negative correlation between service quality and behavior intention (r = -0.637, plt;0.01). There was a significant negative correlation between overall satisfaction and behavior intention (r=-0.914, plt;0.01). Last but not least, there was a significant mediating effect of overall satisfaction in the influence of service quality on behavior intention, and the intermediary effect size was 0.941. Overall satisfaction led to the behavior intention directly while the majority of spectators wished to join the events again in future showed 31.1%very likely and 28.7% likely. However, 45.2% spectators were informed of the event through internet and 39.8% participants joined the events via invitations and 10.9% of spectators heard about the event through media and 3.9%participants got to know the event by word of mouth and 0.2%others. Increasing invitation for spectators who’re not informed of the event will play significant role on improvement of the event service quality. There’s no doubt that football league of Tajikistan will outcomes this research suggests significant insinuations (like developing plan and strategies, modification and improvement of the service quality of the events of football league of Tajikistan) to events’ organizers, marketers and international sponsorship as well.
Farakhmandi Shamsiddin
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football spectators service quality behavior intention Tajikistan
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