Examining the Relationship Between College Football Season Ticket Holders' Service Personal Values and Their Behavioral Intentions

Download or read book Examining the Relationship Between College Football Season Ticket Holders' Service Personal Values and Their Behavioral Intentions written by Gary Peng-Liang Tan and published by . This book was released on 2011 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently, some college football programs have experienced unsustainable attendance growth, increases in revenue discrepancies, stagnant "revenue growth", and increased operating costs (Brown, 2009; Fulks, 2009; Fullerton & Morgan, 2009; Jackson, 2005; NCAA, 2009, 2010). These problems can be examined from customer service, social identification, and consumer behavior perspectives (Curtin, 1982; Katona, 1974; Wann & Branscombe, 1993; Zeithaml, 1988). This study's research purposes are to understand service personal values antecedents and outcomes, and team identification's moderating effect on the relationship between service personal values, and both consumption satisfaction perceptions and behavioral outcomes. A sample of college football season ticket holders at a large public university in Southeastern United States completed an online survey. Factorial multivariate analysis of variance (MANOY A), multiple regression analysis, and hierarchical regression analysis were used to analyze the data. The findings of this study indicated college football season ticket holders' team identification moderated the relationship between their service value to social recognition (SYSR), and both consumption satisfaction and behavioral intentions. College football season ticket holders' with low team identification level are more likely to depend on SVSR to formulate their consumption satisfaction perceptions and behavioral intentions, compared to college football season ticket holders' with high team identification level. Antecedents of college football season ticket holders' service personal values include number of household members, gender, university affiliation, number of years holding season tickets, and ethnicity.