Abstract
ABSTRACT Research question: The number of adults participating in physical activity and sport is in decline; nine of the top 15 daily sports experienced a decrease in participation in recent years. For sport organizations that provide participation programming, retaining members is critical to their success and longevity. The purpose of this research is to empirically determine factors that explain member retention in a masters-level sport. Research method: A relationship marketing-based model was developed and tested using survey data from over 6000 current and former members of United States Masters Swimming. Results and findings: Enjoyment and fitness, community, and competition are motivational factors that support membership continuation. Membership renewal is also influenced by identification with the organization, improved fitness and ability, and positive perceptions of service quality and coaching. Implications: Leaders of non-profit sport organizations can apply the findings to increase member retention and fulfill the mission of providing health benefits to adults. Organizations can improve sport experiences through community-building and challenge; creating positive interactions with the coach and service organization can contribute to retention. This research contributes to theory-building regarding relationship marketing in member-based sport organizations.
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