The purpose of this study was to investige the relationship between sportscape
towards spectators satisfaction and their intentions to repatronize Malaysian
football Cup. The factors that were intended to analyze are motivation and
loyalty towards the relationship between sportscape and spectators’ satisfaction
and their intentions to repatronize Malaysian Football Cup at stadium.The study was conducted in Pennisular Malaysia with the involvement of 370
spectators who attended the Malaysian football Cup game from 12 stadiums.
The study tools that were used are Sportscape Scale (Wakefield, Blodgett &
Sloan, 1996), Motivation Scale For Sport Consumption (Trial & James, 2001),
Model Point Of Attachment Index (Trail, Robinson & Dick, 2003), Customer
Satisfaction (Hightower, Brady & Baker, 2002; Greenwell, Fink & Pastore, 2002)
and Behavioral Intentions Scale (Hightower, Brady, Baker, 2002). Correlation
Pearson, linear regression, hierarchical regression, path analysis and
descriptive statistics (mean) were used to analyse data.
The results also showed that motivation and loyalty have an influence
on the relationship between spectators’ satisfaction and their intentions to
repatronize football. Hierarchical regression analysis showed that sportscape
influences only 3.4 percent of the variance on the spectators satisfaction. The
combination of sportscape, motivation and loyalty variables predicts 56 percent
variance regarding spectators’ satisfaction. Hierarchical regression analysis
showed that sportscape influence only 5 percent of the variance on the intention
to repatronize Malaysian Football Cup. The combination of sportscape,
motivation and loyalty variables explained 59 percent of the variance regarding the intention to repatronize Malaysian football Cup. Path analysis showed that
sportscape has and inderect influence on the motivation and loyalty as well as
the spectators’ satisfaction and intention to repatronize Malaysian Football Cup.
Besides sportscape, motivation and loyalty are identified other important factors
in predicting spectators’ satisfaction and their intentions to repatronize
Malaysian football Cup. Thus, Malaysian football associations and sport
marketers should consider sportscape, motivation dan loyalty in planning
marketing strategies to maximize attendance at Malaysian Football Cup.
Therefore, Malaysian football associations and sport marketers should take
further steps to increase the attendance and the revenue of the Malaysian
football associations
