Optimizing the online channel in professional sport to create trusting and loyal consumers: The role of the professional sports team brand and service quality

Jamie Carlson*, Aron O'Cass

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

35 Citations (Scopus)

Abstract

How professional team-based sport organizations can optimize their e-service platform and manage their brand in an increasingly multichannel marketing environment is a critical issue. This study examines how sports consumers' (i.e., fans') perceptions of e-service quality, brand strength, and image congruency between the sport brands' offline image and online image affects the development of consumers' trust in the team's website. In addition, the study explores the role of team website trust in developing team website loyalty, as well the role of loyalty in actual purchase frequency from the teams' website. Data were collected via an online survey of sports consumers of e-services delivered by professional sport teams. The results indicate that sport team brand strength, followed by teams website e-service quality and brand image congruency between the teams online and offline activity are significant determinants of trust in the teams' website, with online trust strongly influencing website loyalty intentions.

Original languageEnglish
Pages (from-to)463-478
Number of pages16
JournalJournal of Sport Management
Volume26
Issue number6
DOIs
Publication statusPublished - 2012
Externally publishedYes

Fingerprint Dive into the research topics of 'Optimizing the online channel in professional sport to create trusting and loyal consumers: The role of the professional sports team brand and service quality'. Together they form a unique fingerprint.

Cite this