Spectators' importance in a sport context is analogous to consumers'
importance in retailing. Spectator value is crucial to the sustainability of
professional sports teams. This principle is especially true of satis fi ed
spectators because satisfaction is a key element in retention strategies
a nd c us t om er lo ya lt y ( Cr on in , B ra dy , & H ul t, 2 00 0). Sa t is fa c ti on is
th er ef or e a fo c a l po in t fo r s po rt ma n ag em en t a n d re s ea rch be c au se
satisfaction is a consequence of service quality, which is a manageable
antecedent of future intentions.