Sustainable Management of Sports Federations: The Indirect Effects of Perceived Service on Member’s Loyalty

Sustainability

Pablo Gutiérrez-Rodríguez¹  Pedro Cuesta-Valiño²  Cristina Loranca-Valle² 

[1] Department of Business Administration, University of León, 24071 León, Spain;Department of Economics and Business Management, University of Alcalá, 28802 Alcalá de Henares, Spain;

关键词: sport marketing;    sport organization;    loyalty;    sustainable management;    service quality;    satisfaction;   

DOI  :  10.3390/su13020458

来源: DOAJ

【 摘 要 】

Sports federations are non-profit organizations that compete for members and resources. These organizations are obliged to cooperate on the environment, nature conservation, and sustainability together with other public bodies. Given this situation and the necessity to differentiate themselves from commercial sports providers, it is essential for sports federations to create loyalty. The objective of this article is to provide an in-depth study of the variables that explain federation members’ loyalty, which is the best tool for federations to meet their sustainable and non-profit objectives. Having made an exhaustive review of the literature on loyalty, an empirical study is made of the loyalty antecedents (service quality, satisfaction, trust, and commitment), using a questionnaire of members of all of Spain’s karate federations. This empirical study has led to a model of structural equations that gives a perfect explanation of loyalty based on the relationships between the various variables, starting with service quality and considering the other variables to be mediating variables between service quality and loyalty. Furthermore, the findings show that service quality is the best option for improving member loyalty through some of the mediators proposed.

【 授权许可】

Unknown