The Impact of Positive Affect, Negative Affect, and Customer Satisfaction on the Future Behavioral Intentions of Sports Fans

By David Spencer Martin, Ryan T. Howell and Martin O'Neill.

Published by The Sport Collection

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Article: Print $US10.00
Article: Electronic $US5.00

This paper will highlight the results of two studies intended to address several important factors in regards to the management and operations of sporting event venues. Specifically, this project seeks to address the role of Positive Affect (PA), Negative Affect (NA), and Customer Satisfaction (CS) in the formation of Future Behavioural Intentions (FBI) of sports fans. Results from Study 1 demonstrated that positive affect does play an important role in terms of future behavioral intentions and mediates the relationship satisfaction with the game day services and fans future behavioral intentions. Study 2 also replicates many of the results but addresses some of the major limitations of Study 1; these limitations including the use of a convenience sample of students and a poorly performing emotional measure. In addition, Study 2 explains more of the variance in Future Behavioral Intentions than in Study 1. Specifically, our mediation model suggests increased satisfaction with the game day services leads to increased future behavioral intentions through increased positive affect, and decreased negative affect, spectators (customers) experience during a sporting event.

Keywords: Positive Affect, Sports, Customer Satisfaction, Fans

The International Journal of Sport and Society, Volume 1, Issue 2, pp.101-116. Article: Print (Spiral Bound). Article: Electronic (PDF File; 688.778KB).

David Spencer Martin

Assistant Professor, Department of Hospitality and Tourism Management, Auburn University, Auburn, San Francisco, AL, USA

Dr. David S. Martin is an Assistant Professor at Auburn University in the Department of Hotel and Restaurant Management. His research focuses on the behavior of sports fans.

Ryan T. Howell

Assistant Professor, Department of Psychology, San Francisco State University, San Francisco, CA, USA

Dr. Ryan T. Howell is an Assistant Professor of Psychology at San Francisco State University. He received his B.S. in Psychology, cum laude, from Westmont College (1998) and his Ph.D. in Personality Psychology from the University of California, Riverside (2005). Howell currently teaches courses in psychological statistics and research methods and serves as graduate adviser. Howell’s main research interest is developing statistical models to predict subjective well-being from financial choices and daily activities. Results from recent work (Howell & Hill, 2009) suggest that experiential purchases are more likely than material purchases to make us happy. One of his future research interests is developing a model to predict subjective well-being from the Big Five personality traits, buying behaviors, materialistic values.

Dr. Martin O'Neill

Professor and Program Director, Hotel and Restaurant Management, Auburn University, Auburn, Auburn, AL, USA

Dr. O’Neill has played an active role in the day-to-day management activities of the various departments, colleges and universities he has worked for. He has been responsible for the successful development and management of a number of strategic initiatives, working with a wide range of bodies including the US Army, the Alabama State Parks Department and the Western Australian Tourism Bureau. In addition to his current role as Director of the Hotel and Restaurant Management Program, he has and continues to be a member of the university committee structure.