2009 aahperd steve chen second draft[1]

8/8/2019 2009 Aahperd Steve Chen Second Draft[1]

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Factors affecting collegiate sports seasonFactors affecting collegiate sports season--ticket holders'ticket holders'satisfaction and renewal intentionsatisfaction and renewal intention

Steve Chen, William Salazar, and Lynne Fitzgerald Morehead State UniversitySteve Chen, William Salazar, and Lynne Fitzgerald Morehead State University2009 Annual AAHPERD Convention, Tampa, Florida2009 Annual AAHPERD Convention, Tampa, Florida

IntroductionIntroduction

Purpose:Purpose:

(1) Examining the fan satisfaction on perceived service quality(1) Examining the fan satisfaction on perceived service quality

(2) Identifying motives for attending basketball games(2) Identifying motives for attending basketball games

(3) Identifying the season ticket holders¶ intention for renewing their (3) Identifying the season ticket holders¶ intention for renewing their seasonseason--ticket package.ticket package.

Benefits:Benefits:

(1) Finding strategies to expand the current fan base(1) Finding strategies to expand the current fan base

(2) Retaining current season ticket holders(2) Retaining current season ticket holders

(3) Finding strategies to improve services and promotional activities(3) Finding strategies to improve services and promotional activities

Review of LiteratureReview of Literature

Satisf ac tion of the S easonSatisf ac tion of the S eason--Ti ck et Holders:Ti ck et Holders:

Criteria for evaluation: ticket costs, accessibility to facilities,Criteria for evaluation: ticket costs, accessibility to facilities,entertainment value, services to seasonentertainment value, services to season--ticket members, onticket members, on--fieldfieldperformance, communication, quality of facilities, and food services. Aperformance, communication, quality of facilities, and food services. Ahigh level of satisfaction would tend to generate a high potential of futurehigh level of satisfaction would tend to generate a high potential of futureticket purchases.ticket purchases.

M otiv ating f ac tors for Game Attend anc e:M otiv ating f ac tors for Game Attend anc e:

Winning is probably the most single dominant factor in increasing fanWinning is probably the most single dominant factor in increasing fanattendance. Star athletes are also an important factor that draws fans toattendance. Star athletes are also an important factor that draws fans toathletic events. Identified Socioathletic events. Identified Socio--psychological factors for attendingpsychological factors for attendingsporting events: game schedules, discretionary income, competingsporting events: game schedules, discretionary income, competingactivities/events, fan loyalty and event satisfaction.activities/events, fan loyalty and event satisfaction.

Renew al Intention of the S eason Ti ck et Holders:Renew al Intention of the S eason Ti ck et Holders:

Key factors that affect season ticket holders¶ renewal intentions: (1) teamKey factors that affect season ticket holders¶ renewal intentions: (1) teamperformance, (2) the economy (3) game competitiveness, (4) athleticperformance, (2) the economy (3) game competitiveness, (4) athleticevent, (5) social interactions and (6) star athletes.event, (5) social interactions and (6) star athletes.

MethodologyMethodology

P arti c ipants and Proc edure:P arti c ipants and Proc edure:

(1) 94 season(1) 94 season--ticket holders and 148 nonticket holders and 148 non--seasonseason--ticket holdingticket holding

attendees (including 115 students)attendees (including 115 students)

(2) Participants were attendees at three MSU home games in early(2) Participants were attendees at three MSU home games in early

February in 2008February in 2008

(3) Participants were randomly selected in a ³convenient´ sample(3) Participants were randomly selected in a ³convenient´ sample

Instrument :Instrument :

(1) A modified questionnaire based on the studies of Beccarini and(1) A modified questionnaire based on the studies of Beccarini andFerrand (2006), McDonald and Shaw (2005), and Pan and Baker (2005).Ferrand (2006), McDonald and Shaw (2005), and Pan and Baker (2005).

(2) The 60(2) The 60--item survey covered five major sections: (1) demographicitem survey covered five major sections: (1) demographicinformation, (2) motives for attending athletic events, (3) reasons for information, (2) motives for attending athletic events, (3) reasons for renewing seasonrenewing season--tickets, (4) satisfaction toward the existing services andtickets, (4) satisfaction toward the existing services andprograms, and (5) overall satisfaction and renewal interest.programs, and (5) overall satisfaction and renewal interest.

ResultsResults

M aj or Char ac teristi c s of F an Demogr a phi c s:M aj or Char ac teristi c s of F an Demogr a phi c s:

(1) Male: 128 (52.9%); Female: 114 (47.1%)(1) Male: 128 (52.9%); Female: 114 (47.1%)

(2) Two main age groups: Under  30 (55%) and Above 50 (28/%)(2) Two main age groups: Under  30 (55%) and Above 50 (28/%)

(3) 68% are students and local fans and are 94% White(3) 68% are students and local fans and are 94% White

(4) 64% took less than 15 minutes to travel to the games(4) 64% took less than 15 minutes to travel to the games

(5) 71% spent less than $50 on MSU merchandises(5) 71% spent less than $50 on MSU merchandises

S  pec ifi c Char ac teristi c of S eason Ti ck et S  pec ifi c Char ac teristi c of S eason Ti ck et--holders:holders:

(1) 52% own the season ticket less than 3 years; 22.4% are long(1) 52% own the season ticket less than 3 years; 22.4% are long--time fans (own the season ticket more than 10 years)time fans (own the season ticket more than 10 years)

Three M aj or Influenti al F ac tors for Game Attend anc es :Three M aj or Influenti al F ac tors for Game Attend anc es :

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F ans¶ Satisf ac tion on Three Key S ervi c e C ategories :F ans¶ Satisf ac tion on Three Key S ervi c e C ategories :

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Four F ac tors Affec ting Renew al Intention:Four F ac tors Affec ting Renew al Intention:

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Top 5 Reasons for Attending Games:Top 5 Reasons for Attending Games:

Top 5 Reasons for Reviewing Season TicketsTop 5 Reasons for Reviewing Season Tickets

Top 5 Ratings in ServicesTop 5 Ratings in Services

Overall ImpressionOverall Impression

RankRank ReasonReason ScoreScore

11 The ticket price is very reasonableThe ticket price is very reasonable 4.214.21

22 I want to be with my friends/familyI want to be with my friends/family 4.134.13

33 I want to be part of atmosphereI want to be part of atmosphere 4.114.11

44 I feel happy when I watch othersI feel happy when I watch othersplayingplaying

4.074.07

55 The game is very excitingThe game is very exciting 4.004.00

RankRank ReasonReason ScoreScore

11 The games provide great entertainmentThe games provide great entertainment 4.174.17

22 I have a strong interest in attending the sportI have a strong interest in attending the sporteventsevents

4.064.06

33 My love for sports is strongMy love for sports is strong 4.044.04

44 Ticket purchasing process is at easeTicket purchasing process is at ease 3.953.95

55 The matches are excitingThe matches are exciting 3.943.94

RankRank ReasonReason ScoreScore

11 Safety of the environment/arenaSafety of the environment/arena 4.234.23

22 Condition of the event facilityCondition of the event facility 4.114.11

33 Performance of the coaching staff Performance of the coaching staff  4.104.10

44 Game atmosphereGame atmosphere 4.014.01

55  Administration of the athletic staff  Administration of the athletic staff  3.983.98

StatementStatement ScoreScore

I would love to renew my season ticket againI would love to renew my season ticket again 4.254.25

I am satisfied with the provided service qualityI am satisfied with the provided service quality 4.124.12

I am satisfied with my season ticket holder¶s statusI am satisfied with my season ticket holder¶s status 4.114.11

I have received a great deal out of the packageI have received a great deal out of the package 4.034.03

Conclusions

(1) The participants¶ perception on the management of event andfacility (MEF) is the best predictor for their overall satisfaction.(2) Season-ticket holders¶ willingness to renew could be bestpredicted by their perceived r atings on Administration and TangibleServices( ATM) and Team Performance.(3) Participants who tended to value ATS, were more likely to have ahigher level of overall satisfaction and better satisfactory rating inMEF.(4) Participants¶ satisfaction and willingness to renew season ticketsvaried significantly based on demographic classifications.(5) This study reaffirms the concept that athletic departments couldstill remain optimistic about its ticket sales by aggressivelymarketing their added services and special fan incentives(6) As long as the offered season-ticket packages and improvedservice quality were valued by all spectators, a mediocreperformance by the team did not effect attendance.

Social and psychological motivation (SPM),Social and psychological motivation (SPM), 3.933.93

Characteristics and performance of the team (TEAM)Characteristics and performance of the team (TEAM) 3.683.68

 Amotivation (i.e., I got nothing to do). Amotivation (i.e., I got nothing to do). 3.673.67

Management of event and facility (MEF) 4.06

Ticketing related business (TRB) 3.70

Food and entertainment (FET) 3.76

 Administration and tangible services ( ATS) 3.87

Team performance (TP) 3.37

Social-related concerns (SRC) 3.33

Love for sports (LOVE) 4.06