Connecting Customer Knowledge Management and Intention to Use Sport Services Through Psychological Involvement, Commitment, and Customer Perceived Value

in Journal of Sport Management
Mohsen Behnam * , 1 , Mikihiro Sato * , 2 , Bradley J. Baker * , 3 , Vahid Delshab * , 4 and Mathieu Winand * , 5
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  • 1 Urmia University
  • 2 James Madison University
  • 3 University of Massachusetts Amherst
  • 4 University of Kurdistan
  • 5 LUNEX International University of Health, Exercise and Sports
DOI:
https://doi.org/10.1123/jsm.2020-0033
Keywords:
customer orientation; external knowledge; nonprofit sports clubs; psychological continuum model; sport consumer behavior
In Print:
Volume 34: Issue 6
Pages:
591–603
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Despite the increasing importance of customer knowledge management (CKM) as a strategic resource for sport service organizations, little sport management research has examined the link between CKM and consumers’ intention to use sport services. Using the psychological continuum model as the theoretical framework, this study examines whether CKM predicts consumers’ intention to use sport services. Participants (N = 686) were recruited from nonprofit sports clubs in Urmia, Iran. Structural equation modeling results revealed positive relationships between CKM, psychological involvement, perceived value, commitment, and intention to use. Furthermore, both CKM and psychological involvement had positive indirect effects on intention to use through perceived value and commitment. Findings from this study highlight the importance of psychological involvement and perceived value in promoting intention to use sport services at nonprofit sports clubs and CKM’s role as a key antecedent.

Behnam is with the Department of Sport Management, Faculty of Sport Sciences, Urmia University, Urmia city, Iran. Sato is with the Hart School of Hospitality, Sport and Recreation Management, James Madison University, Harrisonburg, VA, USA. Baker is with the Mark H. McCormack Department of Sport Management, University of Massachusetts Amherst, Amherst, MA, USA. Delshab is with the Department of Physical Education and Sports Sciences, University of Kurdistan, Sanandaj, Iran. Winand is with the Department of International Sport Management, LUNEX International University of Health, Exercise and Sports, Differdange, Luxembourg.

Behnam (m.behnam@urmia.ac.ir) is corresponding author.

Journal of Sport Management

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