ارائه مدل نقش کیفیت تیمی و ارتباط بر دلبستگی رفتاری هواداران باشگاه‌های لیگ برتر فوتبال عراق: نقش میانجی رضایت احساسی و ارزش ادراک شده
محورهای موضوعی : رفتار سازمانی در ورزش
احمد سعد والی المالجی
1
,
سید احسان امیرحسینی
2
,
ریاض نوری عباس
3
,
داود نصر اصفهانی
4
1 - دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران.
2 - گروه علوم ورزشی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران
3 - استادیار مدیریت ورزشی، دانشکده علوم ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران.
4 - گروه مدیریت ورزشی، دانشکده علوم ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
کلید واژه: کیفیت تیمی, کیفیت ارتباط, دلبستگی هواداران فوتبال, رضایت احساسی, ارزش ادراک شده,
چکیده مقاله :
هدف از پژوهش حاضر ارائه مدل نقش کیفیت تیمی و ارتباط بر دلبستگی و تمایلات رفتاری هواداران باشگاه‌های لیگ برتر فوتبال عراق: نقش میانجی رضایت احساسی و ارزش ادراک شده می‌باشد. پژوهش حاضر از نظر هدف کاربردی و از نظر نحوه گردآوری اطلاعات توصیفی از نوع همبسستگی است. جامعه آماری پژوهش شامل کلیه هواداران لیگ برتر فوتبال عراق بودند که بازی‌های تیم محبوبشان را طی فصل 2023-2024 دنبال می‌کردند. به این منظور 387 نفر از هواداران فوتبال به‌طور داوطلبانه پرسشنامه را تکمیل نمودند. برای تجزیه و تحلیل داده‌ها از نرم‌افزار SPSS و Smart PLS3 بهره گرفته شد. برای گردآوری اطلاعات از پرسشنامه‌های کیفیت تیمی ژان و همکاران (1997)، کیفیت ارتباط مونیارادزی و همکاران (2015)، رضایت احساسی رینولد و بیتی (1999)، ارزش ادراک شده سوینی (2008)، نیات رفتاری کیم (2008) و دلبستگی هواداران فوتبال محقق ساخته استفاده شد. نتایج حاصل نشان داد که کیفیت تیمی بر روی رضایت احساسی و دلبستگی هواداران فوتبال تأثیر دارد ولی کیفیت ارتباط تنها بر روی دلبستگی تأثیر دارد. رابطه بین رضایت احساسی و دلبستگی هواداران فوتبال و همچنین رابطه بین دلبستگی و نیات رفتاری مثبت و معنادار بود. نقش میانجی‌گری مثبت رضایت احساسی بر رابطه بین کیفیت تیمی و دلبستگی هواداران فوتبال مورد تأیید قرار گرفت و همچنین اثر تعدیل‌گر ارزش ادراک شده رابطه بین کیفیت ارتباط و رضایت احساسی را دستخوش تغییر قرار داده است. با توجه به نتایج حاصل پیشنهاد می‌شود باشگاه‌ها به روابط خود با هواداران فوتبال پایبند باشد و نگاه متفاوتی به دلبستگی هواداران فوتبال در تمامی موقعیت‌ها داشته باشند تا به طبع آن قصد حضور مجدد و تبلیغات دهان به دهان هواداران فوتبال افزایش یابد.
Extended Abstract
Introduction
In spectator sport, winning on the field is no longer sufficient to secure repeat attendance and advocacy. Fans evaluate the quality of the team and the relationship they maintain with the club, and these evaluations often work through affective mechanisms to shape downstream behaviors. Building on sport marketing and relationship marketing theory, this study proposes and tests a structural model linking team quality and relationship quality to behavioral intentions via emotional satisfaction, with perceived value specified as a boundary condition. The study aimed to (1) examine the direct effects of perceived team quality and relationship quality on emotional satisfaction and fan attachment; (2) test the mediating role of emotional satisfaction in explaining behavioral intentions (e.g., positive word-of-mouth, intention to revisit, and recommendation); and (3) assess whether perceived value strengthens the link between team quality and emotional satisfaction.
Methodology
A cross-sectional survey was administered to active spectators of professional football matches in Iraq. After screening, 387 valid responses were retained for analysis. Established multi-item scales were adapted from prior sport and services research to measure team quality, relationship quality, emotional satisfaction, perceived value, fan attachment, and behavioral intentions. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to assess the measurement properties (reliability, convergent and discriminant validity) and to test the structural paths, mediation, and moderation.
Results
Results indicate that both perceived team quality and relationship quality positively influence key affective and relational outcomes in the fan–club dyad. Team quality exerts significant positive effects on emotional satisfaction and fan attachment, whereas relationship quality shows a strong positive effect on attachment. Emotional satisfaction, in turn, significantly predicts behavioral intentions, providing evidence of (at least) partial mediation between team quality and behavioral intentions. The interaction analysis further reveals that perceived value amplifies the impact of team quality on emotional satisfaction: when fans perceive higher value from their match experience, the link between team performance/quality cues and positive emotions becomes stronger. Overall, the model demonstrates acceptable explanatory and predictive power, with reliability coefficients above recommended thresholds and satisfactory validity diagnostics.
Discussion and Conclusion
The findings underscore the importance of managing both core product cues (team quality) and relational touchpoints (relationship quality) to foster fans’ emotional satisfaction and attachment—drivers of revisit, recommendation, and advocacy. Strategically enhancing perceived value (through pricing fairness, service bundles, and in-stadium experience design) can magnify the emotional payoff fans derive from on-field quality. Clubs and league organizers should coordinate performance communication, value framing, and service delivery to cultivate durable, emotion-laden bonds that translate into sustained behavioral intentions.
Keywords: Team Quality, Communication Quality, Football Fan Attachment, Emotional Satisfaction, Perceived Talue
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