Exploring the relationship between involvement, fan attraction, psychological commitment and behavioural loyalty in a sports spectator context

TLDR

Consumer loyalty is key for marketing strategies focused on retention, yet the specific conditions that foster loyalty vary across services. The study investigates which variables influence fan attendance at professional sporting events. The authors conceptualise behavioural and attitudinal loyalty, incorporating fan involvement and attraction to the sport. Psychological commitment and resistance to change mediate the influence of fan attraction and involvement on behavioural loyalty.

Abstract

Consumer loyalty has long been recognised as a key consideration of marketing strategies focused on customer retention. While the importance of the loyalty construct is widely recognised, the conditions and variables that foster consumer loyalty for a specific service may vary. This paper explores the variables that influence fan attendance at a professional sporting event. It extends prior research by conceptualising both a behavioural and an attitudinal component of loyalty, as well as considering fan involvement with the sport and attraction to the sport. The findings suggest that psychological commitment and resistance to change mediate the effect of fan attraction and involvement on behavioural loyalty in a professional sports context.