Examination of Perceived Service Quality between fans with Low and High Level of Team Identification. The Case of a Professional Basketball Club

Researchers support that service quality dimensions positively influence sport customers’ attitudinal and behavioral loyalty, while more identified fans seems to have more positive perceptions regarding service quality issues. The purpose of this study was to examine the differences between highly and low identified spectators, regarding their service quality perceptions. The sample was drawn from spectators attended two basketball games on professional level in Greece. In total, 200 spectators participated in the study. Results indicated that spectators with high team identification levels tend to indicate positive perceptions of service quality, comparing to spectators with low team identification levels. Specifically, significant differences reported between low and high identified fans in “Facility”, “Reliability” and “Personnel” dimensions. Managers of professional sport teams should develop strategies that will increase fans’ psychological attachment to the team. They should also use the most appropriate marketing strategy for attracting fans from different segments according to their identification level.