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- Title
Male and Female Sports Fans: Team Identification, Satisfaction With Team Performance, and Consumption Behavior.
- Authors
Genchev, Stefan E.; Gray, Gordon; Wert-Gray, Stacia
- Abstract
This research examines the relationships between sports teams and various fan basis. The path of inquiry recognizes that a sports organization that successfully implements relationship marketing programs can develop long-term relationships with its fans, thus improving the likelihood of customer retention. Two factors, fan identification with a team and fan satisfaction with a team's performance, have been identified as critically important in retaining a sports team's customers. Results suggest differences between male and female fans in team identification and sports event attendance, but not in satisfaction with team performance or other consumption behaviors.
- Subjects
CUSTOMER retention; SPORTS spectators; SPORTS teams; CONSUMPTION (Economics); TEAM sports; GENDER differences (Psychology)
- Publication
Journal of Marketing Development & Competitiveness, 2021, Vol 15, Issue 2, p1
- ISSN
2155-2843
- Publication type
Article
- DOI
10.33423/jmdc.v15i2.4329