A Review of the Impact of Digital Technologies on Customer Satisfaction in Sports Venues with an Emphasis on Green Development and Service Innovation
Keywords:
Digital technologies, customer satisfaction, sports venues, green development, service innovationAbstract
The present study aimed to analyze the impact of digital technologies on customer satisfaction in sports venues, with an emphasis on the mediating roles of green development and service innovation among users of sports venues in Kermanshah. This applied study was conducted using a descriptive-survey design based on the structural equation modeling approach. The statistical population consisted of 360 users of sports venues in Kermanshah in the year 1405, from which 186 participants were selected through convenience sampling according to Morgan’s table. Data were collected using a standardized 22-item questionnaire whose validity was confirmed through expert evaluation and factor analysis, while its reliability was established using Cronbach’s alpha coefficient of 0.89. Data analysis was performed using descriptive and inferential statistics, Kolmogorov–Smirnov test, path analysis, and structural equation modeling through SPSS version 23 and Smart PLS software. The findings of the structural equation modeling indicated that digital technologies had a direct, positive, and significant effect on customer satisfaction with a coefficient of 0.61. Moreover, green development and service innovation had direct, positive, and significant effects on customer satisfaction with coefficients of 0.49 and 0.57, respectively. The mediating analyses also confirmed the significant mediating roles of green development and service innovation in the relationship between digital technologies and customer satisfaction. Furthermore, the model fit indices demonstrated an acceptable fit of the proposed model. The results demonstrated that the implementation of digital technologies in sports venues can significantly enhance customer satisfaction through promoting green development and improving service innovation. Therefore, managers of sports venues are advised to employ modern digital technologies, improve service quality, enhance staff responsiveness, address customer needs, and implement environmentally sustainable strategies in order to increase customer satisfaction and loyalty.
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Copyright (c) 2025 Ali Sadeghi; Ali Karimi, Ali Ahmadi (Author)
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