Perceived value, satisfaction and future intentions in sport services: Putting congruence and brand trust in the equation – linear models vs QCA

PurposeThe purpose of this paper is to analyze the role of brand-related variables as congruence and brand trust on the traditional model formed by perceived quality, perceived value (PV) and satisfaction, in order to compare predictive models for the variables of PV, satisfaction and future intenti...

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Bibliographic Details
Published in:Academia (Consejo Latinoamericano de Escuelas de Administración) 2019-11, Vol.32 (4), p.566-579
Main Authors: Alguacil, Mario, Núñez-Pomar, Juan, Pérez-Campos, Carlos, Prado-Gascó, Vicente
Format: Article
Language:English
Subjects:
Brand image
Brands
Comparative analysis
Congruence
Consumer behavior
Consumer Economics
Consumers
Corporate image
Customer satisfaction
Failure
Linear analysis
Marketing
Perceptions
Prediction models
Psychometrics
Purchasing
Quantitative psychology
Regression (Statistics)
Sports
Sports marketing
Variables
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Summary:PurposeThe purpose of this paper is to analyze the role of brand-related variables as congruence and brand trust on the traditional model formed by perceived quality, perceived value (PV) and satisfaction, in order to compare predictive models for the variables of PV, satisfaction and future intentions of 683 users of sports services.Design/methodology/approachThe analysis has been carried out using two different methodologies. First, three models have been proposed to be analyzed by hierarchical regression models, in order to subsequently propose a fuzzy-set qualitative comparative analysis (fsQCA) to verify the existence or not of necessary and sufficient conditions.FindingsThe results indicate that both the classic service variables and the elements related to the brand significantly predict PV, satisfaction and future intentions, in some cases with greater predictive weight being given to congruence and trust than the classic service variables. In addition, linear models have been shown to improve their predictive capability by including brand-related variables, especially the future intentions model. After the fsQCA, congruence and trust have proved to be sufficient combinations to achieve high levels of PV and future intentions, while this is not the case for satisfaction.Originality/valueThe importance of the aspects related to the brand, either on their own or in combination with the classic service variables, is demonstrated, contributing to the literature on brand image in sports services, which is practically non-existent.
ISSN:1012-8255
2056-5127
DOI:10.1108/ARLA-04-2019-0099