Barriers to Repeat Patronage: The Impact of Spectator Constraints

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Title Barriers to Repeat Patronage: The Impact of Spectator Constraints
Author Prtichard, Mark P.; Funk, Daniel Carl; Alexandris, Kostas
Journal Name European Journal of Marketing
Year Published 2009
Place of publication United Kingdom
Publisher Emerald Group Publishing Limited
Abstract Purpose – The reason patrons cease to attend sporting events is not well understood. The purpose of this paper is to examine how factors motivate and inhibit patronage from continuing. Design/methodology/approach – A random sample of a sport franchise's fan database (n=308) is drawn. First, respondent data refines measures and tests a structural equation model of direct and indirect links to patronage. Next, content analysis classifies spectators according to self-stated barriers to continuance. These groupings then check the moderating role constraints have on patron attitude and behaviour. Findings – Structural work confirms both direct and indirect links but notes that consumption primarily took an indirect route, with motivational desires rousing fan involvement and media use before increasing attendance. Group differences verify constraints and limit patronage but do not dampen product-related attitude. Research limitations/implications – The study helps clarify the connection between media use and attendance, describing how constraints impede spectator consumption. Study limitations include a focus on one hedonic service setting and the use of cross-sectional data to examine ongoing phenomena. Practical implications – Negotiating barriers to repeat purchase remains largely overlooked as a foundation for guiding strategy. Practical implications consider integrating both motives and constraints when marshalling efforts that build continuance. Originality/value – Despite early interest from marketing practitioners, factors that inhibit patronage have drawn little attention. This study employs content and path analysis to address the matter.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.emeraldinsight.com/0309-0566.htm
Alternative URI http://dx.doi.org/10.1108/03090560910923283
Volume 43
Issue Number 1/2
Page from 169
Page to 187
ISSN 0309-0566
Date Accessioned 2009-06-18
Date Available 2009-12-17T22:31:35Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Communications; Sport and Leisure Management
URI http://hdl.handle.net/10072/27705
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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