Brand Perception and Its Relation to Perceived Performance of a Public Sports Service

In sport context, many contributions are involved in the perception of quality and satisfaction in sport services, but in regards to brand perception, such studies are much less common. Virtually no work is aimed at brand awareness of sports services. In the book chapter the authors expose a case study that analyze the users perception of the image of the service and is related to some performance indicators such as quality of service, satisfaction and future intentions. Data analysis is performed using structural equations and measurement scales adapted to sports facilities. The results of this study show that quality is explained by congruence with a high percentage of variance (76.6%), the latter concept being the aspect with the greatest predictive weight. Furthermore, future intentions are explained by attitudes towards the brand and quality, the latter being the element with greater predictive power.