Journal of Sport Management, 2018, 32, 38-52 https://doi.org/10.1123/jsm.2017-0042 © 2018 Human Kinetics, Inc.
ARTICLE
Run Again Another Day: The Role of Consumer Characteristics and Satisfaction in Repeat Consumption of a Sport-Related Experience Product Bradley J. Baker, Jeremy S. Jordan, and Daniel C. Funk Temple University
The authors investigated the influence of consumer characteristics (prior race experience, gender, age, education, family structure, and area of residence) on event satisfaction and the satisfaction–repeat participation link in the context of a long-distance running event. Based on a survey of runners (N = 3,295) combined with registration data from two races, results suggest characteristics that commonly influence satisfaction in nonsport contexts fail to demonstrate similar effects in participant sport events. Results provide evidence that first-time marathon participation and variety-seeking behavior specific to running represent meaningful predictors of decreased future event participation behavior. Evidence is provided of a linear satisfaction– behavior relationship. In addition, the impact of using behavioral intention as a proxy for behavior in academic research is examined, indicating that caution must be observed regarding inherent differences between the constructs. Results from the current study provide sport organizations with a better understanding of why consumers make repeat purchases of sport-related experience products. Keywords: consumer behavior, participant sport, purchase behavior, purchase intention, recurring sporting event Large- and mid-sized running events, many repeated annually, have seen widespread growth over the past decade. In the United States, over 30,000 running events generated 17 million event finishers in 2016; overall, participation in road running has increased by nearly 300% since 1990 (Running USA, 2017). IBISWorld estimates organized road racing is a $1.4 billion industry worldwide (Wahba, 2015). Unlike professional team sport events that rely on spectator appeal, economic success of running events is driven by participant consumption (Wicker, Hallmann, & Zhang, 2012). Yet, the explosive growth within the road race industry has led to a crowded field and competition between races to attract runners. Dan Cruz, spokesperson for the Competitor Group, organizers of the Rock ‘n’ Roll series, observed that many markets in the United States are oversaturated with distance running events (McCue, 2015). This sentiment was echoed by Running USA CEO Rich Harshbarger, who suggested that the number of annual races is near, if not past, the point of oversupply (McCue, 2015). As growth continues, a Baker, Jordan, and Funk are with the School of Sport, Tourism & Hospitality Management, Temple University, Philadelphia, PA. Address author correspondence to Bradley J. Baker at bradley.
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saturated marketplace requires sport and event managers to develop a clear understanding of key determinants of consumer satisfaction and purchase behavior (Kim, Ko, & Park, 2013). Race organizers are recognizing the importance of developing effective marketing approaches, and paying greater attention to customer acquisition and retention. This, in turn, has led to increased consideration of how best to foster satisfaction among runners. Previous researchers have shown consumer satisfaction leads to improved retention, increased patronage behavior, increased positive and decreased negative word of mouth, and higher consumer loyalty (Cronin, Brady, & Hult, 2000; Kwon, Trail, & Anderson, 2005; Van Leeuwen, Quick, & Daniel, 2002; Yoshida & James, 2010). Furthermore, the cost of retaining an existing customer is less than the cost of acquiring a new customer, and existing customers are less expensive to service than are newly acquired customers (Reichheld, 1996). At the same time, the precise links between satisfaction and repeat patronage decisions are poorly understood and likely customer and context dependent (Mittal & Kamakura, 2001). In a recent review of the consumer satisfaction research, Kim, Magnusen, and Kim (2014) concluded that sport marketing would greatly benefit from further context-specific research.
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