Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan

Yie-Fang Kao, Li-Shia Huang and Ming-Hsien Yang

International Journal of Revenue Management, 2007, vol. 1, issue 1, 79-96

Abstract: As the change of economical environment, customers consume sometimes merely for fun, joy and pleasure instead of problems solving or specific product function. For consumers, sports performance means more than competition, but the entertainment, excitement and wonderful memories. For most sport leagues, attracting customers to watch the live games can contribute a lot to revenues. The spectators of sport games are motivated by entertainment, thus sport leagues can focus on the experiential elements to maintain satisfied and loyal customers to increase revenues. In consequence, the purpose of this study is to explore the influence of experiential elements, such as surprise, participation and immersion on experiential satisfaction and loyalty intentions, and propose a model to depict the structural relationship among the experiential processes. This study collected 452 samples on basketball games, and the model reached an adequate fit. Managerial implications and future research directions are also provided.

Keywords: experiential elements; experiential marketing; experiential satisfaction; loyalty intention; revenue management; sports performance industry; Taiwan; basketball; sport leagues; customer satisfaction; customer loyalty. (search for similar items in EconPapers)
Date: 2007
References: Add references at CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
http://www.inderscience.com/link.php?id=11195 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijrevm:v:1:y:2007:i:1:p:79-96

Access Statistics for this article

More articles in International Journal of Revenue Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().