The role of perceived value in the effect of service quality on sport consumption

This research has two purposes. Its primary purpose is to reveal the differences in football spectators' between the quality of service, perceived value and sport consumption behaviour. The second aim is to examine the role of perceived value in the effect of service quality perception and sport consumption behaviour. The sample group of the study in the correlational study was consist of a total of 843 (Mage = 28.42± 8.23) volunteer people, 359 (Mage = 27.65± 7.86) female and 484 (Mage = 28.99± 8.46) male, who going to the stadiums to watch a football match. Participants who were selected with the criterion sampling method answered the Turkish version of "Stadium Service Quality Scale (T-SSQS)" (Gürbüz ve Gücal, 2023), the Turkish version of "Perceived Value Scale (T-PVS)" (Gürbüz ve Gücal, 2022) and the Turkish version of "Sport Consumption Behaviour Scale (T-SCBS)" (Argan ve ark., 2018). After testing the basic assumptions of parametric tests, independent samples t-test, MANOVA, ANOVA, Cronbach Alpha for scales, Pearson correlation statistical methods and Mediation analysis were be used to analyze the data. According to the analysis results, there were significant differences in the mean scores of (T-SSQS), (T-PVS) and (T-SCBS) with respect to "gender", "education level", "licensed most products purchase place", "most watched place" and "total number of matches watched in stadiums in a season" variables. According to the results Pearson correlation analysis, positive and significant correlations were found between (T-SSQS), (T-PVS) and (T-SCBS) scores with respect to "Age", "Income Level" and "Total Number of Matches Watched in Stadiums in A Season" variables. Mediation analysis results, mediation effect of "T-PVS" in the effect of "T-SSQS" on "T-SCBS", where "T-SSQS" has a direct and significant effect on "T-SCBS" and "T-PVS" has a direct and significant effect on "T-SCBS". As a result, it was determined that there was significant difference in the service quality, perceived value level and sport consumption behaviour of the participants according to some variables. In addition, it can be concluded that there was a positive correlation between perceived value, service quality and sport consumption behaviour of the participants and as the perceived value scores increases service quality and sport consumption behaviors increases. Finally, it has been determined that the service quality has a direct and indirect effect on participants' sport consumption behaviour and perceived value levels. In future studies, research can be conducted on different activity groups or different service sectors.