Abstract:

The purpose of the current study was to examine the effect of electronic service quality on fan satisfaction and fan loyalty in online environment. A field study was conducted and 856 fans who were Perspolis website users, selected through random sampling. To measure the relationships between variables, Structural Equations Modeling (SEM) has been applied. Results provided strong support for the effect of electronic  service quality (E-S-QUAL) on fan satisfaction and fan loyalty toward the website of their favorable football teams.