The Factors Influencing Churn Rates Among Season Ticket Holders: An Empirical Analysis
By H. McDonald. 2010
103 citations recorded by the source corpus.
Season ticket holders (STHs) are vital to professional sport club revenue and are purported to be the most loyal and involved of fans. Nonrenewal (churn) rates among STHs, however, often exceed 20%. Low member satisfaction, poor on-field performance and low game attendance have all been posited as explanations of high churn rates, but rarely empirically examined. The research reported here employed a unique study of over 4,500 STHs, incorporating both survey research and measures of actual behavior, to determine which variables best explain and predict churn within two professional sport teams. A variety of analytical techniques all suggest that the key variables predicting churn are length of relationship and the number of games attended. New, low attending STHs are over five times more likely to churn than long-term, frequent attendees. Typical management practice is to run reward schemes designed to increase attendance and encourage renewal. The results of this study suggest that fundamental difference...
Subfields: Developmental and Educational Psychology, Economics and Econometrics, Gender Studies
View Paper: https://www.semanticscholar.org/paper/d5e795588c09c48c8e2241601844581cb74ac937
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Citations in the corpus
- Stadium Attendance Demand Research: A Scoping Review (2021, background): “…a high(er) number of stadium attendances caters to the direct needs of a sporting club’s many external stakeholders, including broadcasters, corporate sponsors, and also those customers in the hospitality section, all of whom benefit from an enhanced stadium atmosphere (e.g., McDonald, 2010).”
- Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment (2017, unknown): “connections, but not necessary for maintaining it (McDonald, 2010).”