Purpose

Extending existing research in a football context, this study explores how image and service quality influence spectator tribe satisfaction and loyalty and variations in behaviors depending on age, gender and emotional involvement.

Design/methodology/approach

Spectators aged 18 years and older who attended Barcelona Football Club home La Liga matches were sampled. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the model, and hybrid multigroup PLS-SEM was used to explore observed heterogeneity.

Findings

Image and service quality both influence spectator satisfaction and loyalty. Satisfaction and loyalty are associated differently with three tribes: a nonpassionate tribe characterized by low emotional involvement and younger and older passionate tribes composed of emotionally involved spectators aged <30 and >30 years old, respectively.

Research limitations/implications

This study’s results contribute to strengthening the suitability of PLS-SEM and multigroup in sport management, in particular for analyzing the behavior of specific groups of football spectators.

Originality/value

The findings of this study underline image and service quality as crucial to football spectator satisfaction and loyalty, with emotional involvement and age defining different consumer tribes as potential targets for marketing purposes.

中文翻译：

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足球背景下不同观众部落的满意度和忠诚度的前因

目的

本研究扩展了足球背景下的现有研究，探讨了形象和服务质量如何影响观众部落的满意度和忠诚度，以及取决于年龄、性别和情感参与的行为变化。

设计/方法/方法

对参加巴塞罗那足球俱乐部主场西甲比赛的 18 岁及以上观众进行了抽样调查。采用偏最小二乘结构方程模型（PLS-SEM）分析模型，混合多组PLS-SEM用于探索观察到的异质性。

发现

形象和服务质量都会影响观众的满意度和忠诚度。满意度和忠诚度与三个部落的相关性不同：一个以情感参与度低为特征的非热情部落，以及分别由年龄<30 岁和>30 岁的情感参与观众组成的年轻和年长的热情部落。

研究限制/影响

本研究的结果有助于加强 PLS-SEM 和多组在体育管理中的适用性，特别是用于分析特定足球观众群体的行为。

原创性/价值

这项研究的结果强调了形象和服务质量对于足球观众的满意度和忠诚度至关重要，情感参与和年龄将不同的消费者部落定义为营销目的的潜在目标。