Influence of Perceived Quality of a Jersey on Customer Satisfaction of a Football Team among Female Fans in Public Universities in Kenya.

Abstract

The increasing competition in the business sector requires that teams that are involved in developing the brands come up with brands that consumers can easily differentiate from those of the competitors to make their brand stand out. Football teams rely on fans for their success, providing income through ticket sales, television viewing from proceeds of advertisement and purchasing team branded products. Yet this area remains unexplored in Kenya hence the researchers desire to assess the influence of brand equity on customer satisfaction of football team among universities female fans in Public Universities in Kenya. The specific objective was to examine the influence of perceived quality of a team jersey on customer satisfaction of a football team among female fans in public universities in Kenya. The Ministry of Sports will recognize how the female fans benefit sports and justify higher budgetary allocations for female league. The research study was anchored on the economic theory of discrimination which stipulates that groups are collectively against each other. In this theory men hold a taste for discrimination meaning that there is a disamenity value to women watching football. Hence female fans feel inferior in stadiums to their male counterparts. The study adopted explanatory research design to determine the influence of brand equity on customer satisfaction of a football team. A target population of 1846 respondent was investigated. A sample of 319 was then used for the study. Stratified and snowball sampling techniques were employed. Semi-structured questionnaire was used as instrument of data collection. Content validity was measured through expert judgment while reliability was measured by use of Cronbach’s Alpha coefficient method at p<0.05. The data obtained was analyzed using descriptive and inferential statistics comprising of chi-statistic, multiple regression analysis and Anova. The first objective sought to examine the influence of perceived quality of a team jersey on customer satisfaction of a football team among female fans in public universities in Kenya. A hypothesis was formulated with the assumption of no significant effect. The result shows that the value of test statistic is 21.339. The p-value of the test statistic is p=0.046 since the p-value is less that the chosen level of significance (0.05) null hypothesis was rejected.