Articlegreen2012

Optimizing the Online Channel in Professional Sport to Create Trusting and Loyal Consumers: The Role of the Professional Sports Team Brand and Service Quality

58 citations0/0 files storedJournal of Sport Management

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Customer Service Quality and Loyalty Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

How professional team-based sport organizations can optimize their e-service platform and manage their brand in an increasingly multichannel marketing environment is a critical issue. This study examines how sports consumers’ (i.e., fans’) perceptions of e-service quality, brand strength, and image congruency between the sport brands’ offline image and online image affects the development of consumers’ trust in the team’s website. In addition, the study explores the role of team website trust in developing team website loyalty, as well the role of loyalty in actual purchase frequency from the teams’ website. Data were collected via an online survey of sports consumers of e-services delivered by professional sport teams. The results indicate that sport team brand strength, followed by teams website e-service quality and brand image congruency between the teams online and offline activity are significant determinants of trust in the teams’ website, with online trust strongly influencing website loyalty intentions.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1994The Commitment-Trust Theory of Relationship Marketing 1996The Behavioral Consequences of Service Quality 2011An assessment of the use of partial least squares structural equation modeling in marketing research 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

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2018Conceptualization and assessment of E-service quality for luxury brands 2017Sport fans in a “smart sport” (SS) age: drivers of smartphone use for sport consumption 2021Sustainable Management of Sports Federations: The Indirect Effects of Perceived Service on Member’s Loyalty 2014Exploring the roles of marketing and selling capabilities in delivering critical customer centric performance and brand performance outcomes for B2B firms

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