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Innovative marketing in professional baseball teams

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  • Hui-Chen Chang
  • Po-Yueh Chiu

Abstract

This study proposes comprehensive customer experience and team performance models in response to a lack of studies regarding service quality and performance in professional sports. Past studies have overlooked the effects of customer experience and customer-perceived board performance on team performance and loyalty behavior. The present study was conducted to provide a reference for the innovative marketing of professional sports teams. The study results reveal that both customer experience and team identification correlate positively with fan loyalty, and on-field and customer-perceived board performance positively moderated the effects of customer experience and team identification on repatronage intention. However, the moderating effects of on-field and customer-perceived board performance on word of mouth is nonsignificant. Professional sports teams must consider factors that are important to fans apart from winning and losing, and they must develop marketing strategies that attract new customers instead of relying solely on existing customers for team promotion.

Suggested Citation

  • Hui-Chen Chang & Po-Yueh Chiu, 2016. "Innovative marketing in professional baseball teams," The Service Industries Journal, Taylor & Francis Journals, vol. 36(11-12), pages 576-594, September.
    • Handle: RePEc:taf:servic:v:36:y:2016:i:11-12:p:576-594
    DOI: 10.1080/02642069.2016.1255726
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    Cited by:

    1. Antonio Kuzmanić & Jasmina Dlačić & Borut Milfelner, 2023. "Service Recovery Satisfaction and Commitment in the Context of Spectator Sport Industry: Study on Croatian Football Consumers," Central European Business Review, Prague University of Economics and Business, vol. 2023(2), pages 61-85.
    2. Fernando García-Pascual & David Parra-Camacho & Gabriel Martínez Rico, 2023. "Customer Experience in Sports Centres: Adaptation and Validation of a Measurement Scale," Sustainability, MDPI, vol. 15(7), pages 1-12, March.

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