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

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conference contribution
posted on 2004-01-01, 00:00 authored by H McDonald
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.

History

Title of proceedings

Virtue in marketing : proceedings of the Academy of Marketing Conference, 6-9 July 2004, University of Gloucestershire Business School.

Event

Academy of Marketing. Conference (2004 : Cheltenham, England)

Pagination

1 - 9

Publisher

University of Gloucestershire Business School

Location

Cheltenham, England

Place of publication

Cheltenham, Engand

Start date

2004-07-06

End date

2004-07-09

ISBN-13

9781861741486

ISBN-10

1861741480

Language

eng

Notes

Every reasonable effort has been made to ensure that permission has been obtained for items included in Deakin Research Online. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au

Publication classification

E1 Full written paper - refereed

Editor/Contributor(s)

B Davis, J Dermody

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