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
Talent and Technology Go Hand-in-Hand in Contact Centers
Does Your Hotel Have a Policy on Piercings?
Holiday Inn Express and Marriott Earn Top Customer Experience Ratings for Hotels, in Temkin Group’s Annual Survey
Finding & Recruiting Talent in Hospitality: Never More Than Two Degrees of Separation
A Story of How Handwritten Notes Increase Service
Why I STILL Pick up Trash in Hotel Lobbies
Why Customer Service Is the New Marketing and How Live Chat Makes It Possible
Hotel Guests' Most Common Complaints and How to Prevent Them
Get Your Hotel Operations Team Onboard The Tricycle of Guest Service
Tourism Tidbits: Customer Service: Going Beyond the Expected
How is the Hotel Industry Using AI to Provide an Awesome User Experience?
Opening Doors and So Much More
IDeaS Announces 2017 Cornell Revenue Management Scholarship Recipients
The Staff Of Nizuc Resort Cancun Clearly Understands Where True Hospitality Starts - The Human Heart
Why Your Guests Return, and Why They Don't: Your Employees
Customer Service & Sales: Be Authentic
L'Envie D'Avoir Envie, or the Desire to Desire: The Johnny Syndrome
Cornell Presents the 2017 Center for Hospitality Research Sustainability Roundtable Summary
Thanks to Erika at Omni Resort at ChampionsGate for a Perfect Front Desk Welcome!
Please login or register to post a comment.