期刊名称：International Journal of Sport Management, Recreation & Tourism
电子版ISSN：1791-874X
出版年度：2015
卷号：20
期号：a
页码：1-19
出版社：GEORGE COSTA
摘要：This paper is the first to extend industrial (or business-to-business) marketing principles to the market for traditional season tickets. In doing so, a three-dimensional characterization of the season ticket holder (STH) is developed and provides a new foundation upon which market segmentation and ticket sales initiatives can be built. This study then uses this new framework to segment and examine the key renewal factor differences across STH account types. Specifically, group differences on perceived venue related and non-venue related barriers to renewal, overall product quality, and account representative relationship quality are analyzed. This study finds business-to-consumer (B2C) accounts are more concerned with product quality and typical barriers to purchase as they consider renewing their account for the following season than business-to-business (B2B) accounts. Additionally, this study finds B2C accounts report higher levels of intention to renew than B2B accounts
关键词：business-to-business marketing; season tickets; renewal and retention
