The Partial Role of SERVQUAL Dimensions in the Brand Positioning of Persepolis and Esteghlal Football Teams

According to the importance of brand positioning in the sustainable development of sport brands, the aim of the current study was to study the partial role of SERVQUAL dimensions on the brand positioning of Persepolis and Esteghlal football teams. This field study was a descriptive-correlative research and a practical one. The research population included all the fans of Persepolis and Esteghlal football teams. Based on Cochran's formula, 394 football fans were selected through random sampling in Azadi stadium. Data collection was conducted by using Brand Positioning Questionnaire developed by Omidikia (2012) and Service quality Questionnaire developed by Miri (2019). The reliability of the tools was confirmed based on Cronbach's alpha, and the validity of the research tools were confirmed by conducting face validity, content validity as well as construct validity. The findings of the research by applying structural equation modeling demonstrated that the SERVQUAL dimensions (Tangibles, Reliability, Responsiveness, Assurance and Empathy) had a positive and significant effect on the brand positioning of the Persepolis and Esteghlal football teams. According to the research findings, focusing on improving the SERVQUAL and its dimensions is critical for sustainable development of Persepolis and Esteghlal brands that can ultimately leads to the brand positioning and brand consolidation in the mind and heart of football fans.