Exploring the efficacy of youth sport camps to build customer relationships
Bibliographic Data
| ID | 11437181 |
|---|---|
| Authors | David Walsh (0000-0003-4950-6830, University of Houston, corresponding author), David W Walsh (0000-0001-7474-473X, University of Houston), B Christine Green (University of Illinois Urbana-Champaign), Michael Cottingham (0000-0003-2848-0117, University of Houston) |
| Year | 2017 |
| Volume | 36 |
| Issue | 5 |
| Pages | 657-669 |
| Publication date | 2017-09-03 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Leisure Studies (JOURNAL) |
| Journal identifiers | ISSN: 0261-4367 • E-ISSN: 1466-4496 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02614367.2016.1240222 |
| OpenAlex | W2527997563 |
| Language | EN |
| Citations received | 3 |
| References cited | 39 |
Professional sport teams strive to cultivate a large, loyal fan base. Relationship marketing is well suited for developing loyal customers. Professional sport teams provide youth sport camps mostly for added revenue streams and marketing extensions. However, research neglects to investigate which relationship factors may help build or reignite long-term fan development. This exploratory study examined the efficacy of these camps on factors theorised for developing long-term customer loyalty. Parents of camp participants were evaluated because they may appeal to teams interested in short- and long-term results. Using repeated measures MANOVA, matched pre- and post-camp data were collected from 70 parents of participants from four different NBA teams’ youth sport camps around the United States. Data analysis revealed the camps were effective in enhancing team identification, attitudes toward the team, and team satisfaction. Results suggest that youth sport camps assist in building customer relationships with parents. Further, the benefits of relationship marketing efforts may extend beyond primary participants via the familial socialisation process. The three aforementioned precursors to fan loyalty showed significant increases after parents’ experience with the teams’ youth sport camp. These findings highlight a possible marketing platform that can serve both short- and long-term objectives for professional basketball teams
Advertising · Appeal · Basketball · Business · Exploratory research · Loyalty · Marketing management · Political science · Professional sport · Public relations · Relationship marketing · Sociology · Sport management · Sports marketing · Customer Service Quality and Loyalty · Psychology · Sport and Mega-Event Impacts · Sports, Gender, and Society · Marketing
SPSS Explained
Multiple Regression and Beyond
SPSS Explained
The relationship between customer loyalty and customer satisfaction
Youth sport programs
Social Exchange Theory
The Social Identity Theory of Intergroup Behavior
Developing an Understanding of Brand Associations in Team Sport
Creating and Fostering Fan Identification in Professional Sports
Sports Teams and Their Communities
Participation in sport and membership of traditional sports clubs
The Role of Cognitive Development and Socialization in the Initial Development of Team Loyalty
The Schedule Has Been Tough But We Think It's Worth It”
Enduring Involvement in Youth Soccer
Processes of Opinion Change
Compliance, identification, and internalization three processes of attitude change
Alumni and their alma mater
| Citations per year | 0.5 |
|---|---|
| Citation span | 2020 - 2025 (6) |
| Highly cited | No |