The effects of peripheral service quality on spectators’ emotions and behavioural intentions

Purpose: The purpose of this paper is to investigate the impacts of peripheral service quality on football match spectators’ emotions and behavioural intention. Design/methodology/approach: Data were obtained from a survey of 342 spectators of professional league football in Malaysia and analysed using the partial least squares technique. Findings: The results illustrated the significant role of both pleasant and unpleasant emotions in forming spectators’ behavioural intentions. Furthermore, they demonstrated that the drivers of pleasant and unpleasant emotions are different. While entertainment, electronic devices and stadium announcers have positive effects on pleasant emotion, facilities and electronic devices have negative effects on unpleasant emotion. Entertainment, electronic devices and stadium announcers have indirect effects on behavioural intentions through pleasant emotions. Unpleasant emotions mediated the effects of facilities and electronic devices on behavioural intentions. Originality/value: The findings of this study suggest that football marketers must understand the crucial role of peripheral service quality and spectators’ emotions. Through stimulating pleasant emotions in spectators and preventing unpleasant emotions from arising, football marketers can ensure that these spectators will attend football stadiums.