Repeat participation as a function of program attractiveness, socializing opportunities, loyalty and the sportscape across three sport facility contexts

Brad Hill and B. Christine Green

Sport Management Review, 2012, vol. 15, issue 4, 485-499

Abstract: ► We examined differences across facilities in terms of program attractiveness, socializing opportunities, loyalty and sportscape factors on repeat participation. ► Differences emerged among factors across facilities and with varied affects on participation frequency. ► Sportscape factors had most impact on participation frequency at health and fitness centers.Effects of sport facility services of program attractiveness, socializing opportunities customer loyalty, and the sportscape on frequency of participation at three different types of sport facilities; special purpose – health and fitness centers, single-purpose – tennis, golf or swim pool amenities, and multi-use – gymnasia were examined. The purpose of the study was to identify differences between, and effects on, participation at different types of participant sport facilities due to service quality. Data were collected on a sample of 1199 participants from a mid-sized east coast Australian city. Linear restrictions testing determined that the three sport facility types were significantly different in the ways in which the constructs affect repeat participation. The sportscape has the most impact on participation frequency at fitness facilities, and minimal impact on participation at multi-sport facilities. Implications for retaining customers at each facility type are discussed.

Date: 2012
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DOI: 10.1016/j.smr.2012.03.006

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