Female season ticket holders: how their satisfaction is derived differently from males

Research questions: This study models how the satisfaction of male and female season ticket holders (STHs) is derived, and whether the antecedents of satisfaction differ between genders. In doing so, this study has sought to not only increase the understanding of a previously under-researched group – female STHs – but to also gain managerially useful insights into how female fans might be attracted to, and retained, as STHs. Research methods: Data were collected from almost 14,000 STHs from 12 professional sport teams. Guided by past work on the antecedents of STH satisfaction, the dataset was split by gender and matched on key variables, before established satisfaction models were tested across groups. Results and findings: Overall, STH satisfaction appears to be derived the same way, regardless of gender. However, the relative importance of different aspects of the STH experience often varies. Customer service and home ground facilities are significantly more important among females. Men instead derive more satisfaction from feeling involved with the team and the way it is managed. These differences are explained in light of what is known about gender differences in relation to consumption motives and behaviors. Implications: This study provides valuable insights for sport or team managers into the factors that drive satisfaction for both female and male STHs, including concomitant positioning strategies to grow female STH numbers. Of critical importance are high service standards and female-friendly facilities.