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Explaining non-renewal behaviour : an empirical investigation of recently lapsed NRL club members

McDonald, Heath, Centra, Ben and Vieceli, Julian 2003, Explaining non-renewal behaviour : an empirical investigation of recently lapsed NRL club members, in ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, University of South Australia, Adelaide, S.A., pp. 2167-2173.

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Title Explaining non-renewal behaviour : an empirical investigation of recently lapsed NRL club members
Author(s) McDonald, Heath
Centra, Ben
Vieceli, Julian
Conference name Australian & New Zealand Marketing Academy. Conference (2003 : Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Title of proceedings ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings
Editor(s) Kennedy, Rachel
Publication date 2003
Start page 2167
End page 2173
Publisher University of South Australia
Place of publication Adelaide, S.A.
Summary This paper reports on a survey of lapsed members of an Australian professional National Rugby League (NRL) Club. Analysis of the 195 useable responses returned suggest that these lapsed members had originally joined as much for intangible aspects, such as seeking a greater level of involvement with the club, as for the functional aspects such as savings on game entry. Overall, these lapsed members were satisfied with the service they received whilst a member, and claimed it had been performed in line with expectations. The main drivers of satisfaction were also a mix of tangible and intangible factors such as feeling valued by the club and receiving discounts on entry costs. The members gave a number of reasons for not rejoining in 2002, but primarily cited an inability to attend games. Despite joining for intangible reasons, it seems that if these members could not get to games, they perceived that membership was not worth maintaining. That said, a large number of members indicated that as their circumstances change they will rejoin the club, supporting the theory that non-renewal is not driven by service failure, but rather the perception that attendance is still the core product (entertainment). The overall level of satisfaction had a weak but positive relationship with the likelihood of members rejoining in the future.
ISBN 0868039837
9780868039831
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2003, The authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005178

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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