The Role of Service Quality Dimensions in the Brand Equity of the Iranian Football Clubs Based on the SERVQUAL Model
Given the importance of service quality in the development of sports brands, the overall purpose of this study was to study the role of service quality dimensions in the brand equity of the Iranian football clubs based on the SERVQUAL model. The study was a descriptive-survey research and a practica...
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| Format: | Article |
| Language: | English |
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University of Isfahan
2023-07-01
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| Series: | Archives in Sport Management and Leadership |
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| Online Access: | https://asml.ui.ac.ir/article_27532_f32542072ce2b41ef5ed50f98eb1976e.pdf |
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| author | Mojtaba Salari َAkbar Jaberi Koorosh Ghahreman Tabrizi |
| author_facet | Mojtaba Salari َAkbar Jaberi Koorosh Ghahreman Tabrizi |
| author_sort | Mojtaba Salari |
| collection | DOAJ |
| description | Given the importance of service quality in the development of sports brands, the overall purpose of this study was to study the role of service quality dimensions in the brand equity of the Iranian football clubs based on the SERVQUAL model. The study was a descriptive-survey research and a practical one. The research population consisted of all football fans in Iranian Premier League who had experience of attending in their favorite team stadium. Due to the lack of accurate and reliable statistics of the number of fans, the statistical sample was calculated using Cochran's formula. Using available purposive sampling, 210 fans were surveyed as the research sample. Data were collected using Brand Equity Questionnaire developed by Yoo and Donthu (2001) and SERVQUAL questionnaire developed by Jaberi et al. (2013). Eight experts in the field of sports management and marketing confirmed the face and content validity of the research tools. The reliability of the research tools were verified based on Cronbach's alpha. Structural equation modeling was used to test the research hypotheses. According to the research findings, service quality had a positive and significant effect on brand equity of Iranian Premier League clubs. The results showed that service quality components (Tangibles, Reliability, Responsiveness, Assurance, and Empathy) had a significant and positive effect on brand equity of football clubs in Iranian Premier League. According to research findings, promoting and improving the service of Iranian football clubs can play a key role in developing their brand equity. |
| format | Article |
| id | doaj-art-e135665c511f45c094d3016b2b2fa772 |
| institution | DOAJ |
| issn | 2981-0523 |
| language | English |
| publishDate | 2023-07-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | Archives in Sport Management and Leadership |
| spelling | doaj-art-e135665c511f45c094d3016b2b2fa7722025-08-20T03:07:20ZengUniversity of IsfahanArchives in Sport Management and Leadership2981-05232023-07-0111566610.22108/jhs.2023.136895.101027532The Role of Service Quality Dimensions in the Brand Equity of the Iranian Football Clubs Based on the SERVQUAL ModelMojtaba Salari0َAkbar Jaberi1Koorosh Ghahreman Tabrizi2Department of Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.Department of Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.Department of Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.Given the importance of service quality in the development of sports brands, the overall purpose of this study was to study the role of service quality dimensions in the brand equity of the Iranian football clubs based on the SERVQUAL model. The study was a descriptive-survey research and a practical one. The research population consisted of all football fans in Iranian Premier League who had experience of attending in their favorite team stadium. Due to the lack of accurate and reliable statistics of the number of fans, the statistical sample was calculated using Cochran's formula. Using available purposive sampling, 210 fans were surveyed as the research sample. Data were collected using Brand Equity Questionnaire developed by Yoo and Donthu (2001) and SERVQUAL questionnaire developed by Jaberi et al. (2013). Eight experts in the field of sports management and marketing confirmed the face and content validity of the research tools. The reliability of the research tools were verified based on Cronbach's alpha. Structural equation modeling was used to test the research hypotheses. According to the research findings, service quality had a positive and significant effect on brand equity of Iranian Premier League clubs. The results showed that service quality components (Tangibles, Reliability, Responsiveness, Assurance, and Empathy) had a significant and positive effect on brand equity of football clubs in Iranian Premier League. According to research findings, promoting and improving the service of Iranian football clubs can play a key role in developing their brand equity.https://asml.ui.ac.ir/article_27532_f32542072ce2b41ef5ed50f98eb1976e.pdfservicesbrand equityservqualfansfootball league |
| spellingShingle | Mojtaba Salari َAkbar Jaberi Koorosh Ghahreman Tabrizi The Role of Service Quality Dimensions in the Brand Equity of the Iranian Football Clubs Based on the SERVQUAL Model Archives in Sport Management and Leadership services brand equity servqual fans football league |
| title | The Role of Service Quality Dimensions in the Brand Equity of the Iranian Football Clubs Based on the SERVQUAL Model |
| title_full | The Role of Service Quality Dimensions in the Brand Equity of the Iranian Football Clubs Based on the SERVQUAL Model |
| title_fullStr | The Role of Service Quality Dimensions in the Brand Equity of the Iranian Football Clubs Based on the SERVQUAL Model |
| title_full_unstemmed | The Role of Service Quality Dimensions in the Brand Equity of the Iranian Football Clubs Based on the SERVQUAL Model |
| title_short | The Role of Service Quality Dimensions in the Brand Equity of the Iranian Football Clubs Based on the SERVQUAL Model |
| title_sort | role of service quality dimensions in the brand equity of the iranian football clubs based on the servqual model |
| topic | services brand equity servqual fans football league |
| url | https://asml.ui.ac.ir/article_27532_f32542072ce2b41ef5ed50f98eb1976e.pdf |
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