摘要
The purpose of this study was to examine the online service expectations of fans of professional sport. Participants were asked about their online experience and the impact it had on a number of variables, including satisfaction and service quality. Three dimensions regarding the online experience were identified. First, the core product represents the set of items influencing fans＇ perceptions of the quality of the game; second, the ancillary products characterizing the derivative products related to the game; and finally, the efficiency of support services used to access the core and ancillary products online. The study found that although respondents reported higher expectations of the core product than of the ancillary products, their expectations of support services efficiency were also very high. Understanding fans＇ specific expectations enables sport organizations to identify and fulfill fans＇ expectations of their online experience. The study＇s results are reviewed in the context of previous research and practice to suggest a future research protocol to aid managers＇ understanding of online fans＇ expectations and satisfaction with service provided.
