A comparison of the satisfaction of first year members with renewing members : differences in antecedents and outcomes

McDonald, Heath and Shaw, Robin 2005, A comparison of the satisfaction of first year members with renewing members : differences in antecedents and outcomes, in AM2005 : Marketing : building business, shaping society, Academy of Marketing, Dublin, Ireland, pp. 1-8.

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Title A comparison of the satisfaction of first year members with renewing members : differences in antecedents and outcomes
Author(s) McDonald, Heath
Shaw, Robin
Conference name Academy of Marketing. Conference (2005 : Dublin, Ireland)
Conference location Dublin, Ireland
Conference dates 5-7 July 2005
Title of proceedings AM2005 : Marketing : building business, shaping society
Editor(s) Ghallachoir, Kate
Publication date 2005
Conference series Academy of Marketing Conference
Start page 1
End page 8
Publisher Academy of Marketing
Place of publication Dublin, Ireland
Summary In membership organisations it is common for a large number of first year members not to renew. The research reported here looks at members of a professional sporting organisation and compares the responses to a satisfaction survey of first year members with those of longer-term members. The results show that although the level of overall satisfaction was no different between first year and longer-term members, their overall satisfaction was influenced by different aspects of the package. Specifically, communications from the club, on-field performance during the year and the perceived level of personal involvement with the club were the aspects of the membership service that had a distinguishing influence on overall satisfaction. These findings imply that the experience of new members is different from that of existing members, and that there is sense in managers distinguishing between first year and other members when developing marketing tactics aimed at increasing renewals.
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:30005780

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