Using reminders with reward opportunities to reduce spectator no-show behavior

Dominik Schreyer, Steve J. Bickley, Chan, Ho Fai (Ben), Sascha L. Schmidt and Benno Torgler

Journal of Business Research, 2025, vol. 193, issue C

Abstract: Because no-show behavior leads to operational inefficiencies and diminishing returns for service firms, in particular, a growing number of authors have demonstrated the potential of using reminders to reduce no-show rates. However, given the highly contextually driven nature of these previous studies, it remains unclear whether reminders are also an effective means to reduce no-show behavior in a sports environment. Analyzing individual behavioral responses of 13,911 season ticket holders of a German football team, we conduct an experimental exploration of the potential for using reminders with reward opportunities in a sporting setting. According to the results of our large-scale experiment, reminders only have a short-term effect that operates most effectively through a monetary gift reward with no persistent behavioral change in subsequent games. As such, replicating and extending previous research findings in alternative environments is vital for avoiding premature assumptions about the potential effectiveness of otherwise already well-established measures.

Keywords: Attendance; Fan behavior; Season ticket holders; Sports stadium atmosphere; Team loyalty; Ticketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:193:y:2025:i:c:s0148296325001419

DOI: 10.1016/j.jbusres.2025.115318

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