Document Type
Conference Proceeding
Publication Date
2021
Abstract
Sports is an ideal context to study loyalty because sports fans often transcend simple behavioral and affective loyalty and integrate their commitment to a team into their self-identity. Season ticket packages often serve as loyalty rewards programs, offering tiered benefits and perks to consumers in exchange for their level of patronage. This paper offers insights on the impact of various reward types on consumers’ perception of their relationship with a team. Theoretical foundations and insights from sports marketing professionals suggest that those benefits that are exclusive to a team’s season ticket holders and/or premium seat buyers, as well as social rewards that provide opportunity for interpersonal interaction and engagement with the team and other fans are among the most successful in signaling to fans that the organization values them.
Recommended Citation
Dalakas, Vassilis; Tseng, Madeleine; and Melancon, Joanna, "Encouraging and Rewarding Customer Loyalty: Key Considerations for Sports Teams" (2021). Association of Marketing Theory and Practice Proceedings 2021. 32.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/32
