Customer relationship management.

Yoshida, Masayuki

Marketers of the major professional sports teams in Japan have recently devoted considerable attention to customer loyalty programs. The Chiba Lotte Marines, for example, succeed in bonding customers to the team by offering additional incentives. The Hanshin Tigers, the most successful baseball team in Japan, attract approximately 11 million fans, whereas the Marines are currently supported only by 950,000 fans. In order to pack their stadium and produce stable revenues with the small fan base, the team must increase fans' attendance frequency. The Marines attempt to induce fans' participation in six different loyalty programs, ranging from a free fan card to a premium membership. Earning points toward numerous prizes by attending multiple home games as well as away games, fans engage in receiving ticket discounts, rare products, VIP treatments, memorabilia, and redeemable bonus miles for airline tickets. Following the Marines' success on customer relationship management, the Japan professional Football League (known as the J-League) and the member clubs started the use of fan cards.

Dr. Masayuki Yoshida

Sport Business Program

Biwako Seikei Sport College

Email: yoshida-m@bss.ac.jp