Satisfaction with the Season Ticket Sales Process
Journal of Contemporary Athletics
Sport organizations that rely heavily on game day attendance place a great emphasis on their season ticket holders. Studies have shown that satisfaction influences a consumer’s willingness-to-pay and their repurchase intentions (Anderson and Sullivan,1993; Hennig-Thurau and Klee, 1997; McDougall and Levesque, 2000; Saini, Rao, and Monga, 2010; Suh and Yi, 2006; Taylor and Baker, 1994; Xu et al., 2006). Therefore, sport organizations should examine season ticket holder satisfaction. In an attempt to attract non-season ticket holders, sport organizations should also understand their perception of the season ticket purchase process. The purpose of this chapter was to assess satisfaction with the season ticket selling process administered by a minor league franchise. In doing this we sought determine how frequent (season ticket holders) and non-frequent (non-season ticket holders who attended a game) consumers perceive the purchase process, sales strategies, prices, season tickets exchange programs, and their repurchase intentions. In examining these constructs, we surveyed 365 season and 250 non-season ticket holders via email, social networking websites, e-newsletters, and mall intercept method at a game. Following the data collection, we examined mean scores among both groups. We then compared the two groups (multivariate ANOVA) to determine differences in perceptions of sales strategies, ticket options, and price perceptions. Results indicate the respondents felt satisfied with the purchase process, and their expectations were met. In addition, television and radio advertisements were not seen as effective in influencing season ticket holder purchase. The top three sales strategies that were recognized as valuable or useful were: email/internet offers, good public relations,and ticket discount strategies (i.e. group ticket discounts). Overall, respondents were satisfied with the price, and felt it was fair. However, when a multivariate analysis of variance was conducted, we found that the two groups differed significantly, suggesting that season ticket holders perceive price with a higher level of fairness than non-season ticket holders. Season ticket holders stated they would not attend more games if there were more promotions and events, or because of an attendance based rewards program (i.e. additional tickets, ticket discounts, or concession discounts). In addition, repurchase intentions were not based on the team’s win-loss records.
Reese, Jason D. and Bennett, Gregg, "Satisfaction with the Season Ticket Sales Process" (2013). Faculty Publications. 40.
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