Determining the Relationship between Dimensions of Service Quality, Satisfaction and Citizenship Behavior of Spectators

The aim of this study was to determine the relationship between service quality, satisfaction and citizenship behavior in spectators of volleyball super league and national championship equestrian course of Gonbad Kavous. The research method was correlation and application regarding the aim which was conducted as a field. The statistical population consisted of all over-18-year-old spectators who attended major sport events in Gonbad Kavous sport facilities. As the population was more than 25000 subjects, statistical sample was selected based on Morgan Table (n= 384). Data were collected by stratified random sampling method. The data were collected from three questionnaires: Ko and Kwon (2006) service quality, Cronin (2000) satisfaction and Groth (2005) citizenship behavior in a 7-point Likert scale. To insure their validity of the questionnaire, the primary version was offered to 10 sport management experts and the final questionnaire was designed based on their viewpoints. The reliabilities were obtained using Cronbach’s alpha coefficient as 0.74, 0.73, and 0.79 for service quality, satisfaction and citizenship behavior questionnaires respectively. Data were analyzed by descriptive and inferential statistics (Pearson correlation coefficient and regression). The results showed a significant positive relationship between service quality of dimensions with satisfaction and citizenship behavior (P<0.05). Also, program quality (with 0.61 and 0.56 beta coefficient) was a stronger predictor of satisfaction and citizenship behavior than interaction quality (0.44, 0.31), environment quality (0.57, 0.29) and outcome quality (0.13, 0.07). The results of this study showed that service quality perceived by spectators create satisfaction and citizenship behavior components in spectators which eventually will reduce personnel costs for club managers.