The immediate impact of coach succession events on season ticket holder attitudes

Karg,AJ, McDonald,H and Schoenberg,G 2015, The immediate impact of coach succession events on season ticket holder attitudes, Sport Marketing Quarterly, vol. 24, no. 1, pp. 30-42.

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Title The immediate impact of coach succession events on season ticket holder attitudes
Author(s) Karg,AJORCID iD for Karg,AJ
Journal name Sport Marketing Quarterly
Volume number 24
Issue number 1
Start page 30
End page 42
Total pages 13
Publisher Fitness Information Technology
Publication date 2015-04
ISSN 1557-2528
Keyword(s) sport
professional sport
Summary This study is the first to examine the immediate impact that succession events (e.g., removal and hiring) involving head coaches have on season ticket holder (STH) attitudes like satisfaction and renewal intentions. Grounded within a customer equity framework, large-scale survey data from cases of two professional sport teams is presented showing STH attitudes directly before and after major succession events. The data shows that appointing a new coach was met with increases in positive attitudes toward almost every aspect of the STH experience, where the case of removing a coach had no meaningful impact on attitudes. The findings of these cases reaffirm the view that coach succession is a multiple-phase process including distinct stages of removal and replacement. While it is the desire for improved on-field performance that often motivates coach succession, our findings suggest the impact of succession activities on fans is more wide ranging, with significant implications for marketers who manage fan relationships. In guiding the management of a team's fans, coach removal alone should not be relied upon to change attitudes or intentions toward a club. Appointing new leaders completes the cycle, increasing positive STH attitudes and, most importantly, giving an immediate lift to renewal likelihood.
Field of Research 150404 Sport and Leisure Management
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Fitness Information Technology
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