Purpose

The purpose of this research is to develop and validate a scale to measure the perceived orientation of sport organizations toward their fans, and subsequently, to test its relationship with six outcomes based on data from the fanbases of three distinct sport teams.

Design/methodology/approach

Using interviews and focus groups, important elements of fans' perceptions of their relationship with sport organizations are identified. After creating items based on the results of the interviews and focus groups, EFA, CFA and SEM procedures are used to create and test a multidimensional scale of perceived fan orientation.

Findings

Using EFA and CFA procedures, an 11-item, four-dimension scale of perceived fan orientation is validated, including components measuring (1) hosting events and campaigns for fans, (2) communicating information to fans, (3) interacting with fans when requests and problems arise and (4) providing preferential treatment to fans. The SEM results provide evidence of the impact of fan orientation on multiple measured outcomes for three professional football teams.

Research limitations/implications

This research is limited to three professional football teams in Turkey. However, the development of the multidimensional perceived fan orientation (PERFANOR) scale provides sport organizations' management and personnel with information about the relationship fans desire.

Practical implications

Sport managers, marketers and front-line staff are recommended to undertake activities to improve the relationship between the organization, team and its fans.

Originality/value

The principles and practices of relationship marketing and service quality often include discussions of the importance of “putting fans first,” however until now, no multidimensional scale existed in sport which measures the perceived fan orientation of a sport organization.

中文翻译：

---

感知粉丝取向对满意度、忠诚度和体育消费行为的影响

目的

本研究的目的是开发和验证一个量表来衡量体育组织对其粉丝的感知取向，然后根据来自三个不同运动队的粉丝群的数据测试其与六项结果的关系。

设计/方法/方法

通过访谈和焦点小组，确定了球迷对其与体育组织关系的看法的重要因素。根据访谈和焦点小组的结果创建项目后，使用 EFA、CFA 和 SEM 程序创建和测试感知粉丝取向的多维量表。

发现

使用 EFA 和 CFA 程序，验证了一个 11 项、四个维度的粉丝取向感知量表，包括测量 (1) 为粉丝举办活动和活动，(2) 向粉丝传达信息，(3) 与粉丝互动的组件(4) 向粉丝提供优惠待遇。SEM 结果证明了球迷取向对三支职业足球队的多项测量结果的影响。

研究限制/影响

这项研究仅限于土耳其的三支职业足球队。然而，多维感知球迷取向（PERFANOR）量表的发展为体育组织的管理人员和人员提供了有关球迷渴望的关系的信息。

实际影响

建议体育经理、营销人员和一线员工开展活动，以改善组织、团队和球迷之间的关系。

原创性/价值

关系营销和服务质量的原则和实践通常包括对“将球迷放在首位”重要性的讨论，但是直到现在，体育运动中还没有多维尺度来衡量体育组织的感知球迷导向。