Designing Structural Equation Modeling of Team Image and Fans’ Team Identification in Sport Industry

Attendance of spectators at sporting events makes high economic income and the quality of sport venue is one of the most important factors influencing spectator’s attendance at sporting events. So, the purpose of this study was to investigate different factors affecting service quality in Azadi stadium. The research method was descriptive – correlation and the statistical sample consisted of 265 spectators attended to Tehran’s Azadi stadium for watching a football game between Esteghlal and Persepolis. The research instrument was Shonk’s Ph.D. dissertation questionnaire. The face and content validity was approved by opinion of sport management instructors and the reliability was verified by the coefficient of Cronbach’s alpha, (α=0/89). The SPSS16 was used for description of variables and testing the research hypothesizes (P<0/05). Also, LISREL software was used for doing Confirmatory Factor Analysis. The result showed “environment of stadium” (factor loading= 0/85), “interaction of staff” (factor loading= 0/73), “price of service and products” (factor loading= 0/71) and “access quality of sport venue” (factor loading= 0/57) had significant effect on sport venue quality. Also, the results of Friedman test showed “access quality of sport venue” (Mean rank= 3/37), “interaction of staff” (Mean rank= 2/22), “environment of stadium” (Mean rank= 2/26) and “price of service and products” (Mean rank= 2/16), respectively, are the most important factors affecting the quality of Azadi stadium. According to the results it can be concluded that from the view point of spectators the environment of stadium have the most effect on the service quality in Azadi stadium that should be noted more than the other variables