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A defection analysis of lapsed members of five sporting clubs : examining motivations and behaviours

McDonald, Heath 2004, A defection analysis of lapsed members of five sporting clubs : examining motivations and behaviours, in Virtue in marketing : proceedings of the Academy of Marketing Conference, 6-9 July 2004, University of Gloucestershire Business School., University of Gloucestershire Business School, Cheltenham, Engand, pp. 1-9.

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Title A defection analysis of lapsed members of five sporting clubs : examining motivations and behaviours
Author(s) McDonald, Heath
Conference name Academy of Marketing. Conference (2004 : Cheltenham, England)
Conference location Cheltenham, England
Conference dates 6-9 July 2004
Title of proceedings Virtue in marketing : proceedings of the Academy of Marketing Conference, 6-9 July 2004, University of Gloucestershire Business School.
Editor(s) Davis, Barry
Dermody, Janine
Publication date 2004
Conference series Academy of Marketing. Conference
Start page 1
End page 9
Total pages 9
Publisher University of Gloucestershire Business School
Place of publication Cheltenham, Engand
Keyword(s) defection
sporting clubs
retention
satisfaction
Summary The issue of defection has been examined primarily in a transactional context as opposed to subscription markets where the infrequent nature of the purchase or renewal means that retention of subscribers is often both more difficult and more crucial. This paper reports on a survey that aimed to uncover more information about the motivations and future intentions of recently lapsed subscribers. 1,011 lapsed members across four Australian Football League (AFL) clubs and one Australian National Rugby League (NRL) club were surveyed. Analysis of the responses returned suggests that although these lapsed members report that they joined to financially support and feel more involved with the club, they let their membership lapse primarily due to an inability to attend games. Despite joining for intangible, altruistic reasons, it seems that if these members could not get to games, they believed that the membership was not worth maintaining. These members were satisfied with the membership; however measures of overall level of satisfaction had only a weak positive relationship with the likelihood of members rejoining in the future. The inconsistencies in the findings challenge some conventional approaches to both the methods of researching lapsed members and the theories that are frequently used to explain behaviours. We find that simplistic entry or exit surveys are likely to be of limited value in subscription defection research and that satisfaction is unlikely to be a strong predictor of defection behaviour.
Notes
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ISBN 1861741480
9781861741486
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005418

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.