Title: Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan

Authors: Yie-Fang Kao, Li-Shia Huang, Ming-Hsien Yang

Addresses: Department of Business Administration, Fu Jen Catholic University, Hsinchuang, Taipei County 24205, Taiwan. ' Department of Business Administration, Fu Jen Catholic University, Hsinchuang, Taipei County 24205, Taiwan. ' College of Management, Fu Jen Catholic University, Hsinchuang, Taipei County 24205, Taiwan

Abstract: As the change of economical environment, customers consume sometimes merely for fun, joy and pleasure instead of problems solving or specific product function. For consumers, sports performance means more than competition, but the entertainment, excitement and wonderful memories. For most sport leagues, attracting customers to watch the live games can contribute a lot to revenues. The spectators of sport games are motivated by entertainment, thus sport leagues can focus on the experiential elements to maintain satisfied and loyal customers to increase revenues. In consequence, the purpose of this study is to explore the influence of experiential elements, such as surprise, participation and immersion on experiential satisfaction and loyalty intentions, and propose a model to depict the structural relationship among the experiential processes. This study collected 452 samples on basketball games, and the model reached an adequate fit. Managerial implications and future research directions are also provided.

Keywords: experiential elements; experiential marketing; experiential satisfaction; loyalty intention; revenue management; sports performance industry; Taiwan; basketball; sport leagues; customer satisfaction; customer loyalty.

DOI: 10.1504/IJRM.2007.011195

International Journal of Revenue Management, 2007 Vol.1 No.1, pp.79 - 96

Published online: 29 Oct 2006 *

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