Investigating National Football League (NFL) Fan Loyalty
2013; North American Business Press; Volume: 7; Issue: 1 Linguagem: Inglês
ISSN
2155-2843
Autores Tópico(s)Customer Service Quality and Loyalty
ResumoThe present study attempts to determine if a consumer’s consumption motivation and customer commitment influence the loyalty the consumer exhibits toward his or her favorite National Football League (NFL) Team. The present study utilizes survey responses from 302 NFL fans. A path model analysis using Amos 17 was performed to assess the hypothesized relationships. The results indicate that increasing an NFL fan’s social motivation to consume increases the fan’s customer commitment, and increasing an NFL fan’s customer commitment increases the fan’s attitudinal loyalty. Additionally, the results indicate that an NFL fan’s customer commitment influences his or her behavioral loyalty.
Referência(s)