Reciprocal marketing validation from a service-dominant logic perspective

Fong Jia Wang, Chih Fu Cheng*, Chia Huei Hsiao

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


This study explores the impact of an innovative service model on consumer emotions and purchase intentions in a sports context. A quasi-experimental design was adopted. Participants comprised two classes of sport-related consumers. A four-week intervention was conducted with a pre-test and a post-test. Data were assessed using descriptive statistics, general linear regression and hierarchical regression. The veracity of the experimental intervention was evaluated and reviewed using an objective assessment checklist. Significant relationships were found between service-led logic, consumption emotions and purchase intentions. This results suggest that sports consumers are affected by the innovative service behaviour of the service-dominant logic model. Their consumption emotions and purchase intentions were enhanced. The abstract and concrete construal of service-dominant logic can expand the visible diversity of both sport and consumer behaviours. It provides a different perspective on the consumer behaviour process, as well as the feasibility of applying an innovative service model to sport and consumer behaviours. The present findings address the deficiency in innovation services research related to sports marketing. Implications and applications are proposed.

Original languageEnglish
Pages (from-to)81-93
Number of pages13
JournalSouth African Journal for Research in Sport, Physical Education and Recreation
Issue number1
Publication statusPublished - 2020


  • Consumption emotions
  • Innovative services
  • Purchase intentions
  • Social Exchange Theory

ASJC Scopus subject areas

  • Education
  • Physical Therapy, Sports Therapy and Rehabilitation


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