Developing a Service Quality Model in Iran Premier League Football Clubs (Case Study: Zob-e-Ahan and Sepahan Clubs)

The aim of this study was to investigate the dimensions of service quality in Iran football premier league clubs and to provide a suitable model. The research method was descriptive and correlational which was conducted as a field. The statistical population consisted of spectators of Zob-e-Ahan and Sepahan clubs in Iran football premier league and 360 subjects were selected as the sample by random non-probability sampling method. To collect data, the service questionnaire by Cronin and Taylor (1994), Parasuraman et al. (1998), Yoshida and James (2011), Rust et al. entertainment questionnaire (2004), Satun et al. team identity questionnaire (1997), and Kahle and Madrigal comfort questionnaire (2003) were used. Descriptive statistics were used to analyze the demographic characteristics and to analyze the data, the structural equation modeling was used by Lisrel software. The Kolmogorov-Smirnov test, Pearson correlation coefficient and multivariate regression were also used in the inferential statistics. The findings showed a significant relationship between play atmosphere and aesthetic quality, population experience and aesthetic quality, team performance and technical quality, features of players in the opponent team and technical quality, service staff and quality of performance, access to facilities and quality of performance, spectators positions and quality of performance, aesthetic quality and entertainment dimension, technical quality and team identity and finally between quality of performance and the comfort of spectators.