Sports events and interaction among spectators: examining antecedents of spectators’ value creation

Abstract

Research question: Spectating at sports events comprises on-pitch and off-pitch benefits. Value may also derive from spectator-to-spectator interaction, however, we do not know whether all types of interaction have similar effects on value creation and subsequent wordof-mouth behaviours. We investigate two types of spectator-to-spectator interactionbetween known/familiar others, and between unknown others. We study their effects within a framework grounded in Customer Dominant Logic and Sport Value Framework, integrating on-pitch sport performance, off-pitch service quality, overall satisfaction, team identification and word-of-mouth intention. Research methods: Hypotheses were tested using a survey of 1,002 spectators of a British Premier League football club. Respondents were asked about the last game they attended. Data was analysed using Structural Equations Modelling and PROCESS analysis. Results and Findings: Customer-to-customer interaction was antecedent to overall satisfaction and team identification. Satisfaction and team identification led to word-ofmouth intention, with team identification having greater effect. Evaluation of on-pitch performance (the football match) influenced overall satisfaction more than off-pitch service quality. The study contributes to knowledge in finding that customer-to-customer interaction with familiar accompaniers influenced satisfaction more than interaction with anonymous-other spectators. However, the latter contributed more to team identification and indirectly to word-of-mouth. Implications: The study highlights the importance to sports events organisers of facilitating customer-to-customer interaction. While promotion of many sports events focuses on game performance, this study highlights the importance of promoting the social benefits of attendance in increasing positive word-of-mouth. Suggestions are made, including provision of social media platforms within events to promote interaction among spectators.

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