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Developing a scale to measure season ticket holder attitudes towards the professional sports club offering
conference contribution
posted on 2008-01-01, 00:00 authored by Adam Karg, H McDonald, Andrea VocinoAndrea VocinoGiven the importance of season ticket holders (STH) to sporting organisations, we empirically examine a scale for measuring their attitudes to the season ticket product. This involved identifying through qualitative research and past literature, the various elements that are perceived to comprise the season ticket package and developing items to measure STH attitudes to them. The season ticket package was decomposed into six key components, closely mirroring past research. A survey of over 2,500 STH of a professional sporting organisation was then conducted, incorporating items related to these six areas, overall satisfaction and disconfirmation of expectations. The results of Exploratory Factor Analysis on those items is presented here, with results suggesting the items are valid measures of season ticket holder attitudes that capture the breadth of the STH experience.
History
Event
Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)Pagination
1 - 6Publisher
Promaco ConventionsLocation
Olympic Park, Sydney, N.S.W.Place of publication
Canning Bridge, W.A.Start date
2008-12-01End date
2008-12-03ISBN-13
9781863081443ISBN-10
1863081445Language
engPublication classification
E1 Full written paper - refereedCopyright notice
2008, The authorsEditor/Contributor(s)
D Spanjaard, S Denize, N SharmaTitle of proceedings
ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeatUsage metrics
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