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Developing a scale to measure season ticket holder attitudes towards the professional sports club offering

Karg, Adam, McDonald, Heath and Vocino, Andrea 2008, Developing a scale to measure season ticket holder attitudes towards the professional sports club offering, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-6.

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Title Developing a scale to measure season ticket holder attitudes towards the professional sports club offering
Author(s) Karg, Adam
McDonald, Heath
Vocino, Andrea
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 6
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary Given the importance of season ticket holders (STH) to sporting organisations, we empirically examine a scale for measuring their attitudes to the season ticket product. This involved identifying through qualitative research and past literature, the various elements that are perceived to comprise the season ticket package and developing items to measure STH attitudes to them. The season ticket package was decomposed into six key components, closely mirroring past research. A survey of over 2,500 STH of a professional sporting organisation was then conducted, incorporating items related to these six areas, overall satisfaction and disconfirmation of expectations. The results of Exploratory Factor Analysis on those items is presented here, with results suggesting the items are valid measures of season ticket holder attitudes that capture the breadth of the STH experience.
ISBN 9781863081443
1863081445
Language eng
Field of Research 150504 Marketing Measurement
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, The authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018172

Document type: Conference Paper
Collections: School of Management and Marketing
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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.