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A defection analysis of lapsed season ticket holders : a consumer and organizational study

journal contribution
posted on 2007-12-01, 00:00 authored by H McDonald, C Stavros
This paper reports on a four-stage study that investigated the motivations and future intentions of recently lapsed members (season-ticket holders) of professional sports organizations, and the marketing responses of those organizations to the issue of customer retention. Survey responses from over 1,000 recently lapsed members across five large sporting clubs were collected. A further study on one club was then conducted to compare attitudes and demographics of lapsed members to those who renewed. The responses 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. These sport organizations were greatly concerned by lapsed members but have only ad hoc relationship marketing strategies in place to either prevent members lapsing or renew lapsed members.

History

Journal

Sport marketing quarterly

Volume

16

Issue

4

Pagination

218 - 229

Publisher

College of Physical Activity & Sport Sciences, West Virginia University

Location

Morgantown, W.V.

ISSN

1061-6934

eISSN

1557-2528

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2007, Fitness Information Technology, A Division of ICPE West Virginia University

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