Do perceived value and satisfaction affect customers’ behavioural intentions? A case study of Polish squash clubs

The aim of the paper is to analyze relations between perceived quality, service convenience and satisfaction of squash customers to present implications for managers who address parents enrolling their children for extracurricular activities with their services. Applying the research framework of Ga...

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Bibliographic Details
Published inJournal of Marketing and Consumer Behaviour in Emerging Markets Vol. 17; no. 2; pp. 17 - 31
Main Author Piątkowska, Monika
Format Journal Article
LanguageEnglish
Published Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego 2023
University of Warsaw Faculty of Management Press
Subjects
Sociology
squash
perceived quality
loyalty
service convenience
sports clubs
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Summary:The aim of the paper is to analyze relations between perceived quality, service convenience and satisfaction of squash customers to present implications for managers who address parents enrolling their children for extracurricular activities with their services. Applying the research framework of García-Fernández et al. (2018), a sample of 120 parents from Legia Warszawa Squash Academy completed an online survey in 2021. The SEM model revealed that perceived quality as well as service convenience had a positive and signifi cant eff ect on perceived value, which turned out to be a strong predictor of customer satisfaction. Finally, satisfaction showed a very strong positive and signifi cant infl uence on behavioral intentions of squash customers. The present study makes both a theoretical and a practical contribution to the fi eld of sports management, highlighting the importance of perceived quality and service convenience to deliver expected value to the customer.
ISSN:2449-6634
2449-6634