The research in this dissertation focuses on the building of customer loyalty and retention strategies in sports marketing with the Chinese Professional Baseball League (CPBL) as an example. This research aims to provide the factors which influence customer loyalty from a sports customer perspective. Furthermore, the research also aims to provide sports managers with reference when they are forming their retention strategies. Sports marketing are important for the economy of countries, for example, the USA, the UK, Spain, Netherlands and Japan. The actual global sports market size was estimated $235 billion in 2005. Sports marketing are a huge area including building of fans and customers. There are huge numbers of fans in the sports market, but they are seldom understood by the researchers. Hence, it is necessary for the marketers to understand what fans need so that the sport customers are satisfied, resulting in their loyalty and commitment. But there are few studies on this objective; most of the studies are on fans' consumer behaviour, fans' consumption motivation and fan identification. However, the former researchers paid little attention to construct loyalty and maintain loyalty.
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[...] Therefore, it is undoubtedly true that the marketers should know the customers and form retention strategies to build customer loyalty for long- term business The profile of Chinese Professional Baseball League Since professional baseball was introduced to the public in Taiwan in 1989, the whole environment of baseball in Taiwan has changed. The status of baseball players was on the rise; they got well paid and became young people's idols. Additionally, baseball has more than ever blended into the life of Taiwanese people. [...]
[...] The Marketing of Professional Sports League. European Journal of Marketing pp. 402-418. Matsuoka, H., Chelladurai, P and Harada, M. (2003). Direct and Interaction Effects of Team Identification and Satisfaction on Intention to Attend Games. Sport Marketing Quarterly pp. 244-252. Mullin, B., Hardy, S., and Sutton, W. (2000). Sport Marketing 2nd ed. Champaign, IL: Human Kinetics. Muller, W. (1991). Gaining Competitive Advantage Through Customer Satisfaction. European Management Journal pp. 201-221. Oliver, R. (1981). Measurement and Evaluation of Satisfaction Process in Retail Setting. [...]
[...] At this point, based on the aim of the dissertation, the strategies for building customer loyalty of the CPBL should be obtained. The research was based on several studies, which relate to customer loyalty and professional baseball, to form the question list. The question list design is based on the laddering technique to establish a few topics, the nature of the questions, and the order of questions to draw out the respondents' perception (Malhotra and Birk, 1999). Based on the literature review, the questionnaire is designed to measure spectators' loyalty and factors which build loyalty. [...]
[...] In addition, the customer will experience satisfaction with the CPBL on the basis of their identification with a specific team or player The overall customer satisfaction of CPBL The researcher used several facets of the research findings, the experience of the players' performance, the stadium factors and related-product and activities, to evaluate the customer satisfaction of the CPBL. The experience of the players' performance: In this area 15 interviewees expressed the view that the overall players' performance is worse than before. [...]
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