Designing the Model of Football Spectators’ Behavioral Intentions and Service Quality with an Emphasis on Aesthetic Quality

The aim of this study was to design a model of spectators’behavioral intentions and service quality with an emphasis onaesthetic quality. Research method was descriptive-correlation and ofapplied type.The statistical population consisted of spectatorsof Persepolis-Esteghlal match in the second half season of 2015 and the sample included 384 subjects who were selected by Morgan Tableand convenience sampling method. Data were collected using a questionnaire and for data analysis, descriptive and inferentialstatistics were used in SPSS16 and LISREL. Results showed a significant difference in perceived service qualityand its dimensions (functional, technical and aesthetic quality) between Persepolisand Esteghlal spectators.Also, the resultsshowed thatmost relationship of servicequality dimensions with spectators’ satisfactionwas related to technical quality (0.68), aesthetic quality (0.61) and functionalquality (0.54). The results showed a significant and positive relationshipbetween spectators’ satisfaction and behavioral intentions (φ=0.72). With respect to the results, it can bestated that managers of clubs and stadiums should pay special attention to aestheticquality in stadiums in addition to technical and functional quality so that theycan provide a memorable experience of attending stadiums for spectators and convincethem to make decisions to attend the stadiums again and maintain loyalty totheir team.