The day after winning the 2016 NCAA College World Series, Coastal Carolina moved from the Big South Conference to the Sun Belt Conference. This move required a ‘step-up transition’ in Football from Football Championship Series (FCS) to Football Bowl Series (FBS) competition. This transition will require increased investment in student scholarships, facilities, and travel. And, the University must increase its average paid attendance for home football games by 50% more than its former stadium capacity. Researchers in the business school updated an earlier study of student attendance at collegiate athletic events in order to provide value-added and impactful information to assist athletic administrators. By including both measures of importance and satisfaction (i.e. performance) with aspects of attending athletic events, it is possible to assess whether issues important to students in attending athletic events are producing the desired customer satisfaction.
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Latta, Michael and Mitchell, Mark, "Gap Analysis for Student Attendance at Collegiate Athletic Events: A Demonstration Project Update" (2018). Association of Marketing Theory and Practice Proceedings 2018. 95.