amirhirad awarsaji; bagher morsal; Ali Fahiminezhad; Seyyed Mostafa Tayebisani
Abstract
The aim of this study was to investigate the effect value on Iranian soccer league fans regarding the mediating role of customer valyes. Researches method was applied in terms of the goal and data collection method was descriptive – correlation. Statistical population of the study includes all ...
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The aim of this study was to investigate the effect value on Iranian soccer league fans regarding the mediating role of customer valyes. Researches method was applied in terms of the goal and data collection method was descriptive – correlation. Statistical population of the study includes all spectators of Iranian professional soccer league which their number is infinite. Due to unavaibility of the number of spectators, we included spectators of maches between Persepolis – Sepahan and Esteghlal – Tractorsazi teams. In order to calculate the sample size we used Morgan table (n=384). Data collection tool of the study is standard questionnaire of bubin (1994), mahoni (2000) and wang et al (2004). The questionnaire includes 3 dimensions, 7 components and 30 questions which its formal and content validity was considered in primary study and its reliability was confirmed usind Cronbach's Alpha for perceived value (0/83), customer values (0/70) and loyalty (0/75). In this research, we used content and structure validity to determine questionnaire's validity. In order to examine reliability, we used Cronbach's Alpha and composite reliability which shows reliability and validity measurement tools. The collected data was analyzed using SPSS and LISREL software. Findings show that the effect of perceived value on loyalty through customer value is (0/91). The effect perceived value on loyalty is (0/62) and the effect of perceived value on customer value (0/88 ) and customer value on loyalty is (0/33 ) significant and positive.
