Season ticket holder segmentation in professional sports: an application of the sports relationship marketing model

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
D. Finch, Gashaw Abeza, N. O'Reilly, J. Nadeau, Nadège Levallet, D. Legg, Bill Foster
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引用次数: 4

Abstract

PurposeThe segmentation of customers into homogeneous groups is well researched, reflecting its importance to marketers. Specific to professional sports, published research on customer segmentation first occurred in the early 2000s, but no studies exist based on internal data from season ticket holders, an attractive and loyal customer group which is the most important customer for professional sports teams. Thus, the purpose of this research was to fill this gap in the literature through a sequential study of season ticket holders of a professional sports club.Design/methodology/approachStudy 1 employed six focus groups (n = 56) to determine the constructs, understand the issues, and sequentially inform the survey instrument for the second study. Study 2 used an online survey (n = 1,007) to collect data on factors including socio-demographics, consumption, media engagement, fan satisfaction, future intentions and sports fan motivation.FindingsThe results identified the engagement factors and selection variables which drive season ticket holder purchase and allowed for the segmentation analysis, which identified fourteen unique fan segments for a professional sports club, generalizable to other clubs.Originality/valueThe identification of 14 segments of season ticket holders based on a sequential study framed by the sports relationship marketing model is a needed contribution for practice (i.e. a specific direction on how to efficiently allocate resources when marketing to season ticket holders) and advances our conceptual knowledge by applying the model to the context of the most loyal customers in professional sports season ticket holders.
职业体育季票持有者细分:体育关系营销模型的应用
目的将客户细分为同质群体已经得到了很好的研究,这反映了它对营销人员的重要性。针对职业体育,已发表的关于客户细分的研究首次出现在21世纪初,但没有基于季票持有者的内部数据的研究,季票持有者是一个有吸引力和忠诚的客户群体,是职业运动队最重要的客户。因此,本研究的目的是通过对职业体育俱乐部季票持有者的连续研究来填补文献中的这一空白。设计/方法/方法研究1采用了六个焦点小组(n=56)来确定结构,了解问题,并依次告知第二项研究的调查工具。研究2使用了一项在线调查(n=1007)来收集有关因素的数据,包括社会人口统计、消费、媒体参与度、球迷满意度、未来意图和体育迷动机。结果确定了驱动季票持有者购买的参与因素和选择变量,并允许进行细分分析,该分析确定了职业体育俱乐部的14个独特球迷群体,可推广到其他俱乐部。独创性/价值基于体育关系营销模型框架下的连续研究,识别出14个季票持有者群体,这是对实践的必要贡献(即,在向季票持有者营销时如何有效分配资源的具体方向),并通过将该模型应用于最忠诚的人的背景来推进我们的概念知识职业体育季票持有者的客户。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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