Developing a Model of Social Responsibility for Satisfaction, Loyalty and Future Attendance in the Spectators of Iran Persepolis Cultural-Sport Club

The aim of this study was to identify and test the social responsibility model of Persepolis Club with satisfaction, loyalty and future attendance of spectators. The research method was descriptive and correlation and the statistical population consisted of all Persepolis fans attending PersepolisTabriz Mashinsazi match on May 11, 2019 (one of the Iran premier league matches). The sample size was calculated using Krejcie and Morgan table (n=381) by simple random sampling method. Jalali Farahani and Sajjadi Social Responsibility Questionnaire (2012), Oliver Audience Satisfaction Questionnaire (1997), Mousavi, Elahi and Hadavi Attitudinal Loyalty Questionnaire (2013), Mousavi, Elahi and Hadavi Behavioral Loyalty Questionnaire (2013), Lim Attendance Tendency Questionnaire (2006) were used to collect data. Inferential statistics including confirmatory factor analysis test, structural equation modeling to measure the internal consistency of the questionnaire items were used and Pearson correlation test and univariate regression test were applied to determine the relationships and predict the research variables. These statistical tests were performed by SPSS22 software. The results showed a significant positive relationship between social responsibility of Persepolis Club and spectators’ satisfaction. There was also a positive significant relationship between spectators’ satisfaction and attitudinal and behavioral loyalty and between attitudinal and behavioral loyalty and future attendance of spectators. There was a positive significant relationship between attitudinal loyalty and behavioral loyalty. Given these findings, it is recommended that managers of sport clubs and organizations should pay more attention to the dimensions and activities of social responsibility and to consider such activities in their long-term plans.