Explaining the moderating effect of emotions on the relationship between perceived service quality and customers behavioral intentions of sport clubs

The aim of study was to explaining the moderating effect of emotions on the relationship between perceived service quality and customers behavioral intentions of sport clubs. Study population were consists all customers of clubs with license of Guilan province sport and youth office in city of Rasht. Sample selection used multi-stage cluster sampling method that size according to Morgan table at least 384 people and according with these to 440 questionnaires were distributed among customers in clubs was available that 416 questionnaires were collected. Research tools included questionnaires Perceived Quality of Service Alexandris and Palialia (1999), emotions Izardchr('39')s (1997) and Behavioral Intention’s Zithamel et al (1996). The face and content validity of questionnaire was confirmed by 8 sports management professors. Construct validity (convergent validity), Reliability (Cronbachchr('39')s alpha and combined reliability) and Hypotheses were by structural modeling in SMARTPLS software. Results showed no significant relationships "perceived service quality" and "emotions" on behavioral intentions, but "emotions" on relationship between perceived service quality and behavioral intentions sport club customers had a moderating effect (β=0.159) at the significant level of 0/05 indicated. As a result, if sports club managers can manage customerchr('39')s emotions can influence relationship between perceived service quality and customerschr('39') behavioral intentions.