Service quality and complaint management influence fan satisfaction and team identification

Cindy Lee1, Youngjin Hur2
1Department of Sport Management, West Virginia University, United States
2Department of Physical Education, Konkuk University, Republic of Korea
Cite this article:  Lee, C., & Hur, Y. (2019). Service quality and complaint management influence fan satisfaction and team identification. Social Behavior and Personality: An international journal, 47, e7566.

Volume 47 Issue 2 | e7566 | Published: February 2019 | DOI: https://doi.org/10.2224/sbp.7566

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We explored the influence of facility quality, performance quality, interaction quality, and complaint management on fan satisfaction and team identification. Participants were 283 fans of a Class A minor league baseball team, who completed an online survey on the team’s official social media website. We tested the efficacy of the proposed model using the structural equation modeling bootstrap procedure with maximum likelihood estimation. The results confirmed that complaint management positively influenced interaction quality, and that facility quality, performance quality, and interaction quality positively affected fan satisfaction and team identification. Our findings highlight the importance of complaint management, indicating that organizations need a good complaints management system and employees who are well trained in handling these complaints.

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