Retention and Customer Share Building

Abstract

The purpose of this chapter is to examine factors that affect a season ticketholder’s decision to renew membership by focusing on Florida’s Jacksonville Jaguars football franchise. The authors first examine pertinent literature focused on customer satisfaction and relationships and then analyze socio-motivational factors affecting spectator attendance. A conjoint experimental methodology is employed analyzing data collected online from 2721 respondents. The results are used to partition respondents into target groups with similar preferences. These partitions allow the authors to identify the ‘correct’ message and promotional offers to be better communicated to chosen targets. The results offer frontline sales and marketing units of sports teams and a methodology as to how to better communicate and incentivize current season ticketholders to continue to purchase season tickets.