Document Type : Research Paper


1 Assistant Professor, Faculty of Physical Education and Sport Sciences, Arak University, Arak, Iran

2 Associate Professor, Faculty of Physical Education and Sport Sciences, Arak University, Arak, Iran

3 Associate Professor, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

4 PhD of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran


The aim of this study was to design a model of spectators’
behavioral intentions
and service quality with an emphasis on
aesthetic quality
. Research method was descriptive-correlation and of
applied type.
The statistical population consisted of
of Persepolis-Esteghlal match in the second half season of 2015 and the
sample included 384 subjects who were selected by Morgan Table
and convenience sampling method. Data were collected using a questionnaire
and for data analysis, descriptive and inferential
statistics were used in SPSS16 and
LISREL. Results showed a significant difference in perceived service quality
and its dimensions (functional, technical and aesthetic quality) between Persepolis
and Esteghlal spectators.Also, the results
showed thatmost relationship of service
quality dimensions with spectators’
was related to technical quality (
0.68), aesthetic quality (0.61) and functional
(0.54). The results showed a significant and positive relationship
between spectators’
satisfaction and behavioral intentions (φ=0.72). With respect to the results, it can be
stated that managers of clubs and stadiums should pay special attention to aesthetic
quality in stadiums in addition to technical and functional quality so that they
can provide a memorable experience of attending stadiums for spectators and convince
them to make decisions to attend the stadiums again and maintain loyalty to
their team.


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