Abstract
Following in the footsteps of the professional sport industry in the USA, the marketing of professional sport in Australia is becoming big business. However, the uniqueness of the sport product has led to uncertainty regarding the application of traditional marketing loyalty theory to Australian sport contexts. This research-in-progress will focus on spectators who are season ticket (membership) holders to one of five professional sport teams in Perth, Western Australia. Three theories or models (the European Customer Satisfaction Index, the Theory of Planned Behaviour and the Model of Goal-Directed Behaviour) will be examined for (1) their overall prediction of behavioural loyalty in a professional sport context; and (2) the predictive properties of individual variables in different team-specific and sport industry-specific marketing situations. The analysis will use both the Rasch Measurement Model and Structural Equation Modelling.
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