Predicting Spectators' Involvement in Professional Football: The Role of Core Product Quality and Service Quality

The present study aimed to examine the relationships among core product quality, service quality and spectators’ involvement, in the context of professional football. 840 spectators from ten teams of Iranian pro league of football were selected through stratified-random sampling, and they completed the scales of study, voluntarily. Confirmatory factor analysis and structural equation modeling were used to evaluate and test hypotheses. The results of the test showed that the research model has appropriate fitness and can be used to evaluate the involvement of football spectators. The effect of the core product quality on the involvement of the spectators was significant, while the quality of services did not have a significant effect on their involvement. Results showed that there is not enough creativity in response to the needs and demands of the spectators from the managers and sports organization. Therefore, if conditions are provided that, along with factors affecting the quality of the core product, the factors that affect the quality of services can also be creatively strengthened, we will undoubtedly see more involvement of consumers.