Measuring and Evaluating Fan Satisfaction in Sports - Research Paper

Introduction

Due to the ever-increasing economic consideration in the sporting activities and especially hockey, clubs and organizations must ensure that fans get the pleasure they want. It is an essential topic for clubs such as Pensacola Ice Flyers to make sure that their fans are well satisfied. Several factors influence fan satisfaction on a large scale, some them being quality of services and facility (Du, Jordan & Funk, 2015). This paper looks at how the Pensacola Ice Flyers can measure and evaluate the satisfaction of their fans. It consists of sections such as the things that show that a fan is satisfied. Aspects of a spectator sports experience that show that the fan is happy. Instruments used to collect fan satisfaction data. Ways that the Pensacola Ice flyers can use the collected data to increase their fans' satisfaction.

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Fan Satisfaction

Sports organizations often struggle to provide exceptional and consistent fan experience. Most lack the cutting edge to ensure that their fans leave with the satisfaction they are looking for and wanting more. However, most sports teams enjoy a unique relationship with their fans. Fans can be defined to be wildly devoted to a unique product provided by a particular sports team with which they associate with (O'Neil, 2012). Fan satisfaction can then be defined as fans judgement of fulfilment from a sports event. Simple things such as unbarred view when watching a game give them joy. Others enjoy extraordinary experiences such as getting an autograph, catching a foul ball, sitting near a celebrity and other experiences that create fan moments. The condition of the stadium also influences fan satisfaction. Fans expect the stadium to be easily accessible, clean, comfortable and safe. They also want to receive a high-quality game. They also expect the atmosphere around the stadium to be exciting. The experiences may occur unpredictably and randomly to the fans, and they remain to be unforgettable moments for those fans who experience them.

However, a sports team can ensure that everyone coming to a sports event gets an exceptional and unforgettable fan experience. There are chances that the team would receive better attendance to their sports events, generate new fans and more buzz in the process (Salstedt, 2014). By providing excellent fan experience, the Pensacola Ice Flyers can develop a culture where fans are passionate and devoted to their team. It is possible to create an environment for the fans where they leave feeling passionate than they arrived.

Several things indicate that a fan is satisfied. It is therefore essential that Pensacola Ice flyers identify some of these indicators to ensure they maintain satisfaction. One of the signs of fan satisfaction is loyalty to the team (Schnitzer & Barth, 2019). The team need to ensure that they provide quality services to ensure that they obtain a loyal fan base. Fans become loyal to the side if only they can get what they are looking for in that team. The commitment of supporters to a specific group is an excellent thing for the club, which is why the Pensacola Ice flyers need to ensure they bring fan satisfaction. Another indicator of fan satisfaction is the passion for the team. Sports fans are known to be passionate about their teams even when the team has been performing poorly (Salstedt, 2014). It can only be attributed to fan satisfaction. Several things motivate fans and not only the team's performance. Some fans look for team affiliation, and others look for comfort or ways to spend quality time with their friends and family.

There are various aspects of spectator sports experience that determine whether a fan will leave satisfied or unsatisfied. One of the elements is the stadium facilities. Fans are attracted to the beauty of a stadium and may get satisfied by just being in it. They also value how safe they feel when in the stadium. They also want to feel comfortable in the stadium. Another factor is hoe entertained they get when attending a sports event. They value the time they get to spend with their friends and families. They also feel satisfied if their affiliation with the Pensacola Ice flyers helps relieve tension. They also feel happy when there are financial reasons such as cheap tickets, easy acquisition of tickets and the convenience to access the stadium (Samra, 2019). Other incentives such as gifts, refreshments, foods and drinks, and ticket promotions also create fan satisfaction.

Method

Pensacola Ice flyers must collect data to understand the various aspects of fan satisfaction. The instrument used to collect fan satisfaction data is a questionnaire. The study will be given to over 500 fans across the USA. It will be based on their experience when they watch hockey games. It will also cover three types of fans that are fans that love the national hockey league, fanatics and casual fans Kennett, P. A., (Sneath & Henson, 2001). The fans selected will cut across gender, age, income and ethnicity. The study will contain three questions that will assist in addressing the three significant forums of fan satisfaction. The first question is, what do fans expect when they attend a hockey game, including how the stadium and teams address the needs of their fans and involve the fans? The second question is, what are the current expectations of the fans and view for consuming the game, highlights, statistics, and team news when watching a game? The third question is what motivates fans to support a specific team? Their experience when interacting and connecting with the team throughout the season and outside the game?

The reason why these questions have been chosen is that they are direct questions which are easy to answer. They also give a good view of what fans expect when they attend a game. Random sampling was used to ensure that all groups of people are accounted for to avoid bias. The questions also assisted in getting the basics right. The results showed that fans, whether old or young, fanatic or casual, expect to have a good time and enjoy their time as they engage in sports activities.

Application

The information obtained from the study can be applied by Pensacola Ice flyers to ensure that their fans enjoy their experience when they attend the games and leave satisfied. It can be useful for the team as they will understand what motivates the fans. By following this, the Pensacola Ice flyers can focus on establishing a good stadium that is convenient and safe for the fans. It will also help the team create a loyal fan base that supports them even when the results are not so good. The fans will develop a strong affiliation with the organization as they get the satisfaction they want whenever they attend the team's games (Alguacil, Perez-Campos & Gonzalez-Serrano,2018). The team will also get co-productive fans if the fans are satisfied with the services they get, and some will also be willing to invest in the group. It can be regarded as an informal membership behavior.

An example of how Pensacola Ice flyers can be successful in establishing fan satisfaction using this method is by defining an exceptional fan experience. The team should review and brainstorm to develop a list of the things that the fans find extraordinary. The team should determine the items; however small they may be that if provided to the fans would improve the fans experience (Lee & Kang, 2015). The method can also assist the club in creating a fan experience mantra. The mantra provides a standard of excellent fan care. for example, the experience mantra can be "exceeding the expectations of our fans is the most important thing for us."

An example of an outcome that Pensacola Ice flyers should expect is they will attract more fans if they can provide fan satisfaction. With a significant number of fans, sponsors will be willing to be part of the team. The team can get huge sponsorship deals or lucrative television rights, thereby increasing their income (Moreno et al., 2015). The sports team can then be able to measure the effectiveness of the method before and fan satisfaction data. Pensacola Ice flyers officials should regularly interact with the fans to check the things that need adjusting and adjust them. It will assist in ensuring that all the fans are enjoying the experience they are having.

Conclusion

The number of fans that Pensacola Ice flyers can attract depends on how much they can attract the fans. The attraction comes from providing quality services that can bring fan satisfaction. Various factors influence fan satisfaction such the stadium-quality and affiliation. There are also multiple indicators that the team should look out for to determine whether the fans are satisfied. Some of the signs are loyalty and passion. The best method to provide data for the team to determine fan satisfaction is by asking questions to random fans. It helps the team come up with ways to offer the satisfaction fans want. Different supporters are motivated by different things, which is why the questions are asked to random people.

References

Alguacil, M., Perez-Campos, C., & Gonzalez-Serrano, M. H. (2018). Study of spectator satisfaction at a major sports event. Journal of Physical Education and Sport, 18, 1256-1264. Retrieved from https://www.researchgate.net/publication/327393925_Study_of_spectator_satisfaction_at_a_major_athletics_event

Du, J., Jordan, J. S., & Funk, D. C. (2015). Managing mass sport participation: Adding a personal performance perspective to remodel antecedents and consequences of participant sports event satisfaction. Journal of Sport Management, 29(6), 688-704.

Duan, Y., Liu, B., & He, Y. (2019). Study on relationships among sports spectator motivations, satisfaction, and behavioural intention. International Journal of Sports Marketing and Sponsorship.

Kennett, P. A., Sneath, J. Z., & Henson, S. (2001). Fan satisfaction and segmentation: A case study of minor league hockey spectators. Journal of Targeting, Measurement and Analysis for Marketing, 10(2), 132-142.

Lee, J. S., & Kang, J. H. (2015). Effects of sports event satisfaction on team identification and revisit intent. Sport Marketing Quarterly, 24(4), 225.

Moreno, F. C., Prado-Gasco, V., Hervas, J. C., Nunez-Pomar, J., & Sanz, V. A. (2015). Spectator emotions: Effects on quality, satisfaction, value, and future intentions. Journal of Business Research, 68(7), 1445-1449.

O'Neil, S. (2012). Delivering exceptional experiences creates extraordinary fans. Retrieved 8 August 2019, from https://www.sportsbusinessdaily.com/Journal/Issues/2012/11/12/Opinion/From-the-Field-of-Fan-Satisfaction.aspx

Salstedt, M. (2014). In pursuit of understanding what drives fan satisfaction. Retrieved 8 August 2019, from https://www.nrpa.org/globalassets/journals/jlr/2014/volume-46/jlr-volume-46-number-4-pp-419-447.pdf

Samra, B. (2019). The consumer in Sports: Fan typology analysis. Retrieved 8 August 2019, from https://www.degruyter.com/downloadpdf/j/joim.2014.6.issue-4-1/joim-2014-0050/joim-2014-0050.pdf

Schnitzer, M., & Barth, M. (2019). Does sport event satisfaction remain stable over time? International Journal of Tourism Research.