Impact of Sports Event Services Quality Features on Happiness and Loyalty of Athletes in 14th Sports Olympiad for University Students in Iran with Mediation of Satisfaction

The participation of students in high quality sports events may improve their satisfaction of life, health of soul, and health of body. However, this study aimed to investigate the impact of sport events services features on happiness and loyalty of athletes in 14th Sports Olympiad for University Students in Iran with mediation of satisfaction with event. For this purpose, 180 volunteers from among athletes in 14th Sports Olympiad for University Students in Iran were selected as sample. The research tools included Alexandris’s Sports Event Service Quality Questionnaire (2004), Brady et al.’s Satisfaction with Sports Events Scale (2006), Zeithaml et al.’s Loyalty Scale (1996), and Nicolas’s Happiness Scale (2009). At Smart PLS 3 software, the partial least squares structural equation model was used to test the hypotheses. The internal reliability, convergent validity, and divergent validity of all variables were confirmed. The results of structural model showed that the R2 indices of satisfaction, loyalty, and happiness variables were 0.630, 0.417, and 0.113, respectively. The Q2 indices of satisfaction, loyalty, and happiness variables were 0.465, 0.328, and 0.071, respectively. Also, the results of structural model showed that the satisfaction had a significant impact on happiness and loyalty of students. The loyalty also affected their happiness. And, results quality affected their satisfaction. Also, the results of significance-performance analysis indicated that the quality of results had the greatest impact on happiness of students. Therefore, holding a high-quality event may promote the happiness and life satisfaction of students.