Club Loyalty Research Articles

SPORTS CLUB LOYALTY: GENERAL AND AGE-RELATED ANALYSIS. AN EXAMPLE FROM RECREATIONAL RIDERS IN RIDING SCHOOL

Objective: The objective of this study is to investigate the impact of age on sporting club loyalty, focusing on horse riding in France. Theoretical Framework: Using a consumer behavior marketing approach, this study provides an understanding of the relationships and influence between the constructs of loyalty, satisfaction, switching barriers, affective commitment to the group of friends and community commitment. Method: A multigroup SEM was used to provide a global understanding. The Data collection was carried out through on online survey amongst 615 respondents in France. Results and Discussion: Whatever the age is, the results confirm the classical influence of satisfaction on loyalty and highlight the significant influence of riding teachers on customer loyalty to riding schools. The relationships between the other constructs differ by age with different factors influencing satisfaction and loyalty. Younger riders’ loyalty relies more on teacher linkage, while older riders consider a more global environment, including switching barriers and commitments. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of sport management. These implications could encompass equestrian activities and sports businesses. Originality/Value: This study contributes to the literature by showing the differences or correlations between segments of recreational riders according to their loyalty to their riding club. Thus, adapting marketing and management strategies according to the age of recreational riders is essential to improve loyalty according to its main drivers.

Unveiling consumer loyalty dynamics: insights for golf club loyalty programs

PurposeWith the competitive nature of golf club operations, understanding the loyalty formation process is crucial for maintaining a competitive edge. This study investigated the sequential developmental stages of consumer loyalty, progressing through cognitive, affective, and conative stages.Design/methodology/approachThe study conducted a survey targeting consumers who have experienced golf club services in the United States. This study operationalized reliability and trust as key indicators of the cognitive stage, hedonic motivation and social engagement as indicators of the affective stage, and loyalty as the indicator of the conative stage.FindingsUsing structural equation modeling (SEM), this study found that reliability has a significantly positive influence on trust. Trust has a significantly positive influence on hedonic motivation and loyalty. Furthermore, hedonic motivation has a significantly positive influence on social engagement and loyalty.Originality/valueBy integrating these findings within the Cognitive-Affective-Conative (CAC) framework, this study contributes to both the theoretical literature on consumer loyalty and provides practical insights for golf club management.

Proposed A Loyalty Program 3.0. Case Study: Morinaga Rewards Club

Indonesia is predicted to become the fourth largest country by world GDP in 2050 by PWC. Human resources on the skills of Indonesian workers are essential factors. Individual workers must be in good health and not lacking in nutrients to achieve optimal productivity. Nutritional intake should start early or in the first thousand days of life. Unfortunately, the rate of stunting or malnutrition in children under five in Indonesia is still above the WHO standard average. The government has made several efforts, including prioritizing breastfeeding for children under one year of age. Baby milk nutrition companies such as Kalbe Nutritional, through the Morinaga brand, support government regulations and participate in nutrition education for babies under five years old. Through the Morinaga Rewards Club loyalty program on a digital application-based platform, Morinaga focuses on the target market of millennial mothers to provide nutrition education and child development. In order to provide a good user experience, the consumer journey at Morinaga is divided into acquisition, activation, and retention. The system integration approach with retail partners and retention modeling Loyalty 3.0 will be applied to increase the number of active users and consumer retention using the Morinaga Rewards Club application.

The Structural Relationship among CSV, Club Identification, Club Emotion, Club Loyalty for Professional Volleyball Club

The Structural Relationship among CSV, Club Identification, Club Emotion, Club Loyalty for Professional Volleyball Club

프로야구 구단의 서비스품질과 구단신뢰, 구단이미지, 구단동일시, 구단충성도 및 재관람의도와의 구조적 관계

Purpose: The purpose of this study is to examine the relationship amogn professional baseball club’s service quality, club trust, club image, club identification, and revisit intent.BR Method: The spectators who watched 2018 KBO League game were sampledT. he survey was conducted on 300 spectators who watched game in Jamsill Baseball Stadium, located in Seoul from March 25 to April 15, 2018. For data processing, this study conducted frequency analsyis, exploratory factor analysis, and reliability analysis using SPSSWIN VER. 22.0. To verify the concentration avlidity and discrimination validity of measurement items in the results of exploratory factor analysis in th estudy, the confirmatory factor analysis and correlation analysis were carried out using AMOS 18.0. Moreover, structural equation model was analyzed to verify the model and hypothesis.BR Results: The research findings were as follows. First, the professiona bl aseball club’s service quality had a positive impact on the club trust. Second, the club trust posivitely influenced the club image. Third, the club trust positively influenced the club identification. Fourth, the club image had a positive impact on the club loyalty. Fifth, the club identification had a positive impact onh te club loyalty. Sixth, the club loyalty had a positive impact on the revisit intention.BR Conclusion: Through the results of this study, it is found that in ordero tinduce the spectators to revisit , service quality should be improved first. When service qualityim proves, the spectator trusts the club, builds a positive club image, and creates a high club identification & lucb loyalty. Therefore, a practical and long-term marketing and management strategy must be established to improve service quality.

축구팬이 원하는 경기력 요인과 고객만족, 구단 이미지, 구단 충성도의 구조적 관계

축구팬이 원하는 경기력 요인과 고객만족, 구단 이미지, 구단 충성도의 구조적 관계

The antecedents and consequences of visitors' participation in a private country club community: The moderating role of extraversion

Abstract The purpose of this study was to investigate the antecedents and consequences of visitors’ participation in a private country club community. Based on the theoretical relationships between the conceptual constructs, a model was proposed and then tested utilizing data collected from 288 amateur golfers in the United States. The results showed that two dimensions of other customer perceptions influenced member interaction while all three dimensions of other customer perceptions positively affected activity involvement, and thus motivated private country club attachment and private country club loyalty. Lastly, extraversion played a moderating role in the relationship between suitable behavior and activity involvement. Both theoretical and managerial implications of the results are discussed.

Explaining Lifelong Loyalty: The Role of Identity Fusion and Self-Shaping Group Events.

Pledging lifelong loyalty to an ingroup can have far-reaching behavioural effects, ranging from ordinary acts of ingroup kindness to extraordinary acts of self-sacrifice. What motivates this important form of group commitment? Here, we propose one especially potent answer to this question–the experience of a visceral sense of oneness with a group (i.e., identity fusion). In a sample of British football fans, a population in which high levels of lifelong loyalty are thought to be common, we first examined the hypothesised relationship between fusion and perceptions of lifelong loyalty to one’s club. We further explored the hypothesis that fusion and lifelong loyalty are not merely a reflection of past time investment in a group, but also reflect a deeper, memory-based process of feeling personally shaped by key group events, both euphoric and dysphoric. We found broad support for these hypotheses. Results suggest that feeling personally self-shaped by club events (e.g., crucial wins and losses), rather than time invested in the club, leads to greater identity fusion to one’s club. In turn, fusion engenders a sense of lifelong club loyalty. We discuss our findings in relation to the growing literature on the experiential origins of intense social cohesion.

Understanding Other Customer Perceptions in the Private Country Club Industry

The purpose of this study was to investigate the role of other customer perceptions (OCP) in the private country club industry. Based on the existing theoretical background, it was hypothesized that three dimensions of OCP – similarity, physical appearance, and suitable behavior – characterize notions of private country club prestige and influence private country club loyalty. In addition, it was proposed that there are significant differences in OCP based on personal characteristics such as socio-demographic and golf-related profiles. Data were collected from 294 amateur golfers in the USA; results indicated that all three dimensions of OCP influenced private country club prestige, which in turn positively affected private country club loyalty. Lastly, there were significant differences in OCP according to personal characteristics. Key theoretical/managerial implications are presented and discussed.

프로구단 스마트폰 애플리케이션의 구단일치성이 구단이미지, 구단신뢰, 구단충성도에 미치는 영향

프로구단 스마트폰 애플리케이션의 구단일치성이 구단이미지, 구단신뢰, 구단충성도에 미치는 영향

Modeling Stadium Statue Subject Choice in U.S. Baseball and English Soccer

From an almost standing start at the beginning of the 1990s, the number of statues of U.S. baseball and English soccer heroes has risen inexorably. By 1st September 2011, 33 soccer players and 67 Major League Baseball (MLB) players were, or were soon to be, depicted by existing or commissioned subject specific statues inside or adjacent to the stadia they once performed in. Yet even amongst the very finest exponents of their sport, relatively few players are honored in this way.This paper investigates and compares the defining characteristics of stadium statue subjects in these two national sports. We first developed a shortlist of potential causal factors likely to influence subject selection by considering the motivations behind statue building. The MLB Hall of Fame and the English Football League “100 Legends” list were then used as samples of the best performers from each sport. Logistic regression models were built to test the effects of potential predictors for the selection of statue subjects; these included loyalty, locality, longevity, performance of the player and their team, national recognition, sympathy and the effect of nostalgia or memory (i.e., the era a player performed in).The optimal models for soccer and baseball correctly identified depiction or non-depiction for 87% and 90.6% of the respective samples, and their significant constituent effects indicated the importance of club loyalty and era. Players who played most or all of their careers at one club or franchise and those active in the 1950s and 1960s were most likely to be depicted. This latter finding in particular suggests that the role of a statue as a nostalgia/heritage marketing object impacts upon subject choice, which is thus dependent in part on the “chance” effect of birth era. Distinct characteristics of each sport, such as baseball franchise relocation and international soccer success, were also found to have a significant effect upon the probability of depiction. Predicted probabilities were calculated for players with statues who were not Football League “Legends” or MLB Hall of Famers; these confirm the viability of the model outside of the elite performers it was constructed upon.

Service firms and customer loyalty programs: a regulatory fit perspective of reward preferences in a health club setting

In this paper, we examine the impact of various configurations of regulatory fit on the attitudes, exercise intentions and actual behavior of members of a health club loyalty program. Regulatory fit is conceptualized as both the match between types of program rewards and how they are communicated, as well as the congruence between reward types and regulatory focus as a stable, individual disposition. In two experimental designs, non-point reward programs offering a short-term cash bonus were used. The results of Study 1 suggest that regulatory fit has a positive impact on perceived value, exercise intentions and exercise intensity, but not on visit frequency. Analysis of repeated behavioral measures further reveals that regulatory fit has a stronger impact on exercise intensity over time relative to nonfit. Study 2 also confirms the predictive power of regulatory fit over nonfit when conceptualized as the match between reward type and trait regulatory focus.

Ghati‐Bangal on the Maidan: subregionalism, club rivalry and fan culture in Indian football

Indian football’s premier club rivalry between Mohun Bagan and East Bengal mirrors the oppositional identities, social differences and emotional commonalities inherent in Indian society and culture. This paper seeks to suggest that while the roots of the origin and consolidation of this football rivalry lie in social and sub‐regional differences of contemporary Indian society, its playing out in the last 25 years can only be meaningfully explained in terms of club loyalty, fan culture and commercial transformation. It was an unimportant match between East Bengal and a local team in the late 1970s. The match was just about to start. A small crowd was chatting near the main entrance of the ground. Suddenly a middle‐aged man with messy hair, red eyes and a worn out look appeared at the gate. While entering the ground he anxiously asked the gatekeeper whether the match had begun. The gateman replied in the negative. A few other members who knew the man came to him and asked why he was so late in arriving on that day. The man hesitantly replied: ‘My younger son passed away in the morning. I am coming straight from the crematorium.’1 In a League match in the late 1970s, Mohun Bagan won by a big margin. After the match the jubilant crowd rushed towards Esplanade to board buses and trams on the way home. A few bare‐bodied young lads were standing on the rod of the tram’s wheel, hanging on to the windows with one hand. They were waiving their shirts like Mohun Bagan flags. As the tram suddenly stopped at a road signal, one of the lads got thrown onto the street. His feet appeared to be run over by the wheels of the tram. However, as the tram started to move, the lad ran and jumped onto the rod to catch the tram. After the tram left the place, a severed toe was found amidst a few drops of blood while a thin red line stretched along the tramline. The pain got lost in the euphoria of victory.2

Employee turnover: a study of private clubs in the USA

High employee turnover in hourly positions has been widely accepted, and documented, in the hospitality industry. This study examined annual turnover rates in private clubs and the reasons that employees left their jobs, as perceived by management. Members of the Club Managers Association of America were randomly selected and surveyed. The analysis compared turnover and managers’ perceptions of reasons for turnover with: manager’s years of experience in current position; years of experience in the industry; club type; club size; and whether or not the manager had a hospitality management degree. Concludes that it is crucial for team managers to develop a team environment in the workplace to increase club loyalty, ultimately reducing employee turnover. Highlights factors within a manager’s control which are strongly limited to employee turnover in private clubs.