The marketing of a NHL hockey team

Autor:	Lisa Delpy-Neirotti, Scott R. Johnson, Benoit Seguin, Kenneth Teed
Rok vydání:	2009
Předmět:	Marketing business.industry Strategy and Management Attendance Advertising Management Science and Operations Research Sports marketing Purchasing Ice hockey Market research Ticket Customer satisfaction Business and International Management Psychology business Mass media
Zdroj:	International Journal of Sport Management and Marketing. 5:226
ISSN:	1740-2808 1475-8962
DOI:	10.1504/ijsmm.2009.021761
Popis:	The purpose of this paper is to report on an in-house, in-seat marketing survey of a professional National Hockey League (NHL) hockey team. A total of 1,783 surveys were collected over a five game period. The data collection instrument was designed by the marketing and ownership group of a professional NHL franchise. Specific research questions examined issues ranging from ticket usage, demographics, motivation to attend, barriers to future attendance, customer satisfaction, intent to purchase and media preferences of ice hockey spectators. Results indicate a very distinctive pattern in regards to motivation to attend and barriers to attendance. Ticket pricing and concessions were identified as major variables in customer satisfaction and decision to purchase. Recommendations for further research are provided.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::6b97de1f49e061c67450bd711ea13754 https://doi.org/10.1504/ijsmm.2009.021761 Zobrazit plný text záznamu