Document Type

Conference Proceeding

Publication Date



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.

About the Authors

Michael Latta (PhD Iowa State University) is the former Associate Dean and Associate currently Professor of Marketing in the Wall College of Business at Coastal Carolina University. He has also held business positions in sales, marketing research, product management, strategic planning, and forecasting with AstraZeneca, Boehringer Mannheim, DuPont, and Wyeth. He is also Executive Director of YTMBA, a research and strategy consulting firm specializing in Predictive Analytics.

Mark Mitchell (DBA Mississippi State University, MBA Indiana University of Pennsylvania) is the former Chair of the Marketing, Hospitality and Resort Tourism Department is currently a Professor of Marketing and serves as the current Associate Dean in the Wall College of Business at Coastal Carolina University.

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Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.

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