Retention and Customer Share Building: Formulating a Communication Strategy for a Sports Club

View Sample PDF

Author(s): Samuel Rabino (Northeastern University, USA), Dana Rafiee (Destiny Corp., USA), Steve Onufrey (Onufrey Group LLC, USA)and Howard Moskowitz (Moskowitz Jacobs, Inc., USA)
Copyright: 2013
Pages: 19
Source title: Customer-Centric Marketing Strategies: Tools for Building Organizational Performance
Source Author(s)/Editor(s): Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania)and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
DOI: 10.4018/978-1-4666-2524-2.ch025

Keywords: Business & Management / Business Science Reference / Marketing

Purchase

View on the publisher's website for pricing and purchasing information.

Abstract

The purpose of this chapter is to examine factors that affect a season ticketholder’s decision to renew membership by focusing on Florida’s Jacksonville Jaguars football franchise. The authors first examine pertinent literature focused on customer satisfaction and relationships and then analyze socio-motivational factors affecting spectator attendance. A conjoint experimental methodology is employed analyzing data collected online from 2721 respondents. The results are used to partition respondents into target groups with similar preferences. These partitions allow the authors to identify the ‘correct’ message and promotional offers to be better communicated to chosen targets. The results offer frontline sales and marketing units of sports teams and a methodology as to how to better communicate and incentivize current season ticketholders to continue to purchase season tickets.

The IRMA Community

Research IRM

Retention and Customer Share Building: Formulating a Communication Strategy for a Sports Club

Purchase

Abstract

Related Content

IRMA Sponsors