Determinants of Indonesian professionals’ soccer spectator loyalty

Abstract

This study aims to investigate the relationship among sport experiential quality, club image, spectator satisfaction, subjective well-being, and spectator loyalty in the context of the Indonesian professional soccer industry. In addition, this study determines the mediating role of club image, spectator satisfaction, and subjective well-being in the relationship between sport experiential quality and spectator loyalty. To answer the research objectives, this study employed an explanatory research approach. Self-administered questionnaire was distributed among 250 samples recruited from several professional soccer matches in East-Java Province during Indonesia Soccer League (ISL) 2019. Data were analyzed by Partial Least Squares (PLS) technique. The results indicate that sport experiential quality did not have any significant direct effect on spectator loyalty. However, spectator experiential quality significantly affected club image, spectator satisfaction, and subjective well-being. While spectator experiential quality did not have a direct effect on spectator loyalty, the results also show that club image, subjective well-being, and spectator satisfaction had significant positive effects on spectator loyalty. Apart from the direct effect, this study indicate that subjective well-being, club image, and spectator satisfaction mediated the effect of spectator experiential quality on spectator loyalty.