Cornell Study Finds that Loyal Sports Fans Focus on Complete Service Experience
December 17, 2014 8:13am
"This particular sport has a notably loyal fan base," observed Walsman, who is a doctoral student at the Cornell School of Hotel Administration. "So, we wanted to know what aspects of the event services are most influential when the fans buy their next ticket. It turns out that all the services, both core services and supplementary services are important. They go for the full experience, starting from the moment they arrive and walk through the gates."
The picture is different for customers who are attending the event for the first time, which was about 250 people in this survey. "We found out that first-time customers are most interested in the core service-primarily the sporting contest itself and the services immediately connected with that event," said Verma, who is Singapore Tourism Board Distinguished Professor at the Cornell School of Hotel Administration. "We also found out that these first-timers make something of a snap decision on repeated ticket purchase-either they enjoy all the services and buy another ticket or else the service package doesn't meet their needs."
He added: "This is an important study, since we had such solid data. I greatly appreciate the contribution of our co-author Rob Rush and LRA Worldwide."
One implication of this study is that all service firms should focus on their customers' full experience, but the core services are critical for both loyal customers and first-timers. "Most service businesses have control over their core experience, but this is not always true in sporting events," Walsman pointed out. "Sometimes the event includes dramatic moments and sometimes not. This is where the related services come in. If the venue managers provide a full event package, the customers will still have an enjoyable time even if their team or contestant had a tough day."
Contact: Carol Zhe
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