Abstract
Given that it has been well documented that satisfied customers are important to an organisation's bottom line, steps that can be taken to increase the likelihood of having satisfied customers and retaining them should be taken. This is true across industries, but is especially critical to sports organisations. Of interest, consequently, for a sports marketer, should be how best to develop a fan satisfaction research study and based on the results of the study, how to understand satisfaction through respondent segmentation, in order to provide this necessary information and insight into the fan base. The steps involved in conducting this research are presented in an illustrative fashion by conducting an in-depth examination of this process undertaken by a minor league hockey team in the Southeastern United States.
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