Title: Fans' perceptions of club season membership: implications for sport organisations' revenue management

Authors: Abel Duarte Alonso; Michelle O'Shea

Addresses: School of Business, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 2571, Australia; School of Marketing Tourism and Leisure, Edith Cowan University, 100 Joondalup Dr., Joondalup, 6027 WA, Australia ' School of Business, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 2571, Australia

Abstract: Club season membership and game day expenditure are important income sources for professional sport leagues and events. From a marketing perspective, understanding fans membership experiences can be invaluable for sport managers and marketers. This study examines the perceptions of fans of a National Rugby League (NRL) club concerning season membership. Motivations driving purchase intent, product expectations and factors discouraging membership purchase are critically examined. Contributing financially to the club, guaranteeing game day seating and feeling connected to the club are among the main reasons for club membership purchase. Behind-the-scene opportunities to meet club players and member discounts are critical inclusions driving purchase intent. In contrast, cost, disappointing athlete on-field performance, and poor customer service are some factors discouraging membership purchase. As clubs and leagues seek to maximise revenues, these findings have very important implications sport managers and marketers.

Keywords: club season membership; membership purchase; fans; fan perceptions; National Rugby League; NRL; season tickets; sport organisations; revenue management; professional sports; purchasing intent; product expectations; sport management; sport marketing; sports clubs.

DOI: 10.1504/IJRM.2013.053357

International Journal of Revenue Management, 2013 Vol.7 No.1, pp.1 - 17

Received: 07 Jun 2012
Accepted: 21 Sep 2012

Published online: 17 Apr 2013 *

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