215 結果查獲. 排序依照 相關性 | 日期 | 書名 .
Record:   Prev Next
作者 Yoon, Chunsuk
書名 The significance of relationship equity and its impact on affective commitment and behavior loyalty in the professional spectator sport setting
國際標準書號 9781109699357
book jacket
說明 217 p
附註 Source: Dissertation Abstracts International, Volume: 71-04, Section: A, page: 1382
Adviser: James M. Gladden
Thesis (Ph.D.)--University of Massachusetts Amherst, 2009
Over the last decade, both academic and business literatures in marketing have emphasized the importance of customer equity that considers customers as most important company assets. In this hyper-competitive business environment, the need to obtain competitive advantage and retain customers has led to an increased attention to relationship equity, which is one of the three drivers of customer equity and theorized to arise from relational marketing efforts. However, relationship equity theory has received minimal attention in the spectator sport setting. Rather, most focus has been given to identifying factors that drive up customer loyalty and positive market outcomes from the value and brand equity aspects
This research provides a framework for understanding relationship equity and its impact on customer retention and loyalty based on customer equity theory (Rust et al., 2001) in a spectator sport setting. This model suggests some antecedent conditions that lead to relationship equity, which eventually results in customer retention and positive behavioral marketplace outcomes. In order to examine the proposed links in the framework, structural equation modeling (SEM) was run using a sample of season ticket holders of a professional sport team. A survey design was used to empirically investigate this proposed phenomenon within a minor league ice hockey context in the northeastern region of the United States of America
The results support the thesis that relationship equity is important to customer retention and desired marketplace consequences. The study found that four antecedents (benevolence, communication, quality of alternatives and personal investment) are significantly related to relationship equity. Relationship equity fully mediates the relationship between antecedents and all dependent constructs. Affective commitment partially mediates the relationship between relationship equity and behavioral loyalty, thus showing double mediation effects. In addition, the results demonstrate that both the proposed structural model and the alternative model have a similar good overall fit. However, this dissertation adopted the alternative model because the chi-square difference test showed significance between the two models and also because the alternative model identified the double mediating role of relationship equity and affective commitment. Based on the findings, this study recommends that sport managers should primarily focus on creating and maintaining relationship equity in order to achieve customer retention and firm's profitability
School code: 0118
Host Item Dissertation Abstracts International 71-04A
主題 Business Administration, Marketing
Business Administration, Sports Management
0338
0430
Alt Author University of Massachusetts Amherst. Sport Studies
Record:   Prev Next