Membership retention within the sporting industry : factors affecting relationship dissolution

Neale, Larry, Georgiu, Troy, & Purchase, Sharon (2004) Membership retention within the sporting industry : factors affecting relationship dissolution. In Pitts, Brenda G. (Ed.) Sharing Best Practices in Sport Marketing : The Sport Marketing Association's Inaugural Book of Papers. Fitness Information Technology, Inc, U.S., pp. 23-38.

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Abstract

Relationship dissolution has been somewhat ignored in the study of relationship marketing paradigm. While there has been an abundance of literature giving broad conceptualizations on how to master the intricacies of relationships, very little has discussed the concept of relationship dissolution. This is especially true of the sporting industry, which does not yet understand the factors that contribute to members relinquishing their membership and severing relationship ties with the club. Team performance was found to be the most powerful predictor of relationship dissolution; however, both satisfaction with the sportscape and emotional bonds had a significant influence on the decision for a member not to renew their membership. Although team performance is mostly out of the hands of sport marketers, greater focus should be given to implementing strategies that enhance the emotional aspects of the club-member relationship while also improving aspects of the service facility.

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ID Code: 27737
Item Type: Book Chapter
Keywords: Membership Retention, Sporting Industry:, Relationship dissolution
ISBN: 9781885693525
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > COMMERCIAL SERVICES (150400) > Sport and Leisure Management (150404)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 Fitness Information Technology.
Deposited On: 05 Oct 2009 03:42
Last Modified: 22 Aug 2012 14:29

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