Examining the effects of perceived fan orientation and relationship quality on fan consumption behavior

The study aims to determine the dimensions about fan orientation in soccer and relationship quality dimensions between soccer clubs and soccer fans. Also, the study aims to reveal the factors about fan consumption behavior and the effects of fan orientation on relationship quality, moreover the effects of relationship quality on fan consumption behavior. Also, determining the fans' attendance levels of home and away games and demographic characteristics of fans attending stadiums, watching their teams via television and buying licensed merchandise. The sample of the study comprised of 1461 soccer fans attending stadiums of Beşiktaş, Eskişehirspor, Fenerbahçe and Galatasaray, buying licensed merchandise of their teams and following their teams by TV. In the study, Soccer Club Fan Orientation Scale (F-ORIENT) was developed in terms of the psychometric properties and our culture including 10 items and 4 dimensions. These dimensions were named, stadium service, wishes and complaints of fans, campaigns and events and publicity. Also, in the research Relationship Quality Scale Between Soccer Club and Soccer Fans was translated into our language and developed including 19 items and 5 dimensions in order to reveal the relationship quality factors between soccer club and fans and Fan Consumption Behavior Scale was developed including 11 items and 4 dimensions for describing the components of soccer fan consumption behaviors. Within the study the objective of testing the proposed conceptual model revealing the relationship of the scales was developed and results suggested that model fits the data well. Key Words: customer relationship management in sport, fan relationship management, fan orientation, relationship quality, fan consumption behavior