Examining the antecedent and consequences of relationship quality in the sport business

Purpose This study examines the role of relationship bonding tactics (RBT) as an antecedent of relationship quality (RQ) in the sport business context and its effect on consumption behavior intentions via RQ. Design/methodology/approach A mixed-methods approach integrating both qualitative and quantitative data was employed. Semi-structured interviews with nine marketers from Super Rugby clubs in Australia and New Zealand explored their RBT usage. An online questionnaire with 337 Super Rugby fans in these regions was analyzed using second-order structural equation modeling. Findings The results confirmed the reliability and validity of the RBT scale, establishing RBT as an RQ antecedent. RQ significantly influenced three consumption behavior intentions: game attendance, referral and future intention of remaining a club fan. Moreover, the indirect effect of RBT on consumption behavior intentions via RQ was confirmed. Practical implications Identifying the drivers of RQ and its mediating role on consumption behavior intentions allows marketers to allocate resources efficiently to marketing inputs, achieving organizational goals. Originality/value This study extends previous research by establishing RBT as an RQ antecedent in the sport business and clarifying its indirect effect on consumption behavior intentions via RQ.