The building of customer loyalty and retention strategies in sports marketing

Thu Huong C.

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The building of customer loyalty and retention strategies in sports marketing

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Résumé
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Résumé du document

The research in this dissertation focuses on the building of customer loyalty and retention strategies in sports marketing with the Chinese Professional Baseball League (CPBL) as an example. This research aims to provide the factors which influence customer loyalty from a sports customer perspective. Furthermore, the research also aims to provide sports managers with reference when they are forming their retention strategies. Sports marketing are important for the economy of countries, for example, the USA, the UK, Spain, Netherlands and Japan. The actual global sports market size was estimated $235 billion in 2005. Sports marketing are a huge area including building of fans and customers. There are huge numbers of fans in the sports market, but they are seldom understood by the researchers. Hence, it is necessary for the marketers to understand what fans need so that the sport customers are satisfied, resulting in their loyalty and commitment. But there are few studies on this objective; most of the studies are on fans' consumer behaviour, fans' consumption motivation and fan identification. However, the former researchers paid little attention to construct loyalty and maintain loyalty.

Sommaire

Introduction.
1. The profile of Chinese Professional Baseball League.
2. The research objectives.
Literature review.
1. Customer loyalty and satisfaction.
2. Identification and the team.
3. Research design and participant recruitment.
4. Data collection and analysis.
Support factors.
1. Social interaction.
2. Quality of the game.
3. Familiarity with team or playee.
Fans' loyalty, behaviour and perception of the fan club.
The perspective of manager.
The conclusion of the research.
Recommendations for the professional league marketers.
Limitations and future research suggestions.
References.
Appendix.

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Extraits

[...] Then, the information should be organized after the interview. Finally, the question list would be sent to the interviewees to help them completely understand the purpose and questions of the research so that the interview can proceed smoothly. Then, the researcher makes an appointment with the interviewees to decide the time and place to do the interview. If the interviewees constraint on time or distance factors makes the interview too awkward, the interview can be by telephone. Additionally, the researcher would ask for permission to use a recorder to record the whole interview Data analysis Data analysis means information presentation by manipulating data, data organisation and data categorization. [...]

[...] (1997). Creating and Fostering Fan Identification in Professional Sports. Sports Marketing Quarterly pp.15-22. Thorne, S. and Bruner, G . C. (2006). An Exploratory Investigation of the Chareacteristics of Consumer Fanaticism. Qualitative Market Research: An International Journal pp. 51-72. Wann, D. L. (2002). Preliminary Validation of a Measure for Assessing Identification as a Sport Fan: The Sport Fandom Questionnaire. [...]

[...] Jones and Sasser (1995) grouped the methods of customer loyalty measurement into three major categories. Intent to repurchase: Although the customers' responses are just the indications of future behaviour and are not assurances, they are still very important. For this reason, companies know the situation of loyalty through measuring satisfaction. Besides, for analytical purposes, companies can establish a link between repurchase intentions and satisfaction. Therefore, the CPBL should observe the customers' intent to repurchase, because it is a strong indicator of customer's future behaviour. [...]

[...] Based on the related research mentioned above; the customer loyalty of the CPBL can be defined. The definition of customer loyalty is that the customer generates the favour on the basis of consuming experience of baseball games, sport-related products and services. Hence, the strength of repurchase intention will be generated. In the sports marketing field, the professional team is regarded as a brand. There are many related studies about brand loyalty theory. From different perspectives, brand loyalty can be discussed in two different ways, the behavioural aspect and psychology aspect. [...]

[...] As to identification, the marketers can use some strategies to increase the team or players identification. First of all, they should increase the players' appearance in public to enable the fans to become more familiar with the team and the players. Secondly, the marketers should establish fan clubs to create a fan base by forming their group-identity. In addition, Sutton et al. (1997) indicated that implementing fundraising events in the community are also a tactic to increase identification. Furthermore, the marketers should focus on the target customers to foster their identification. [...]

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