What do Sports Sponsors Really Want? The effects of service quality, service value and customer satisfaction on behavioral intentions in sports sponsorship context

The aim of this Master’s thesis was to study the antecedents of customer satisfaction and behavioral intentions and their relative relationships in the sports sponsorship context. The possible antecedents under investigation in the current research are service value and service quality. As the academic background in the sports sponsorship literature is still rather modest there was a need for further empirical testing. The theoretical part of the research builds on the existing services marketing literature with sports sponsorship and business-to-business contexts in mind. The empirical study focused on the case company Liiga-SaiPa Oy. The data for the empirical analysis was collected via quantitative online survey. The total sample consisted of 357 the case company’s business customers and a total of 80 usable responses were collected. The data was analyzed by using statistical analysis software, SPSS. According to the results of the empirical analysis the most important antecedent of behavioral intentions in the underlying context is customer satisfaction. Also service value was found to have a direct and positive relationship with behavioral intentions. Moreover no indirect relationships through satisfaction were found between service quality and service value and behavioral intentions. However both constructs of service value and service quality were diagnosed to have a direct and positive effect on customer satisfaction. Service quality was also found to be a direct antecedent of service value with other service value benefits. However a contradicting finding with the current literature was, that service value sacrifices were not found to have a significant relationship with overall service value perceptions.

Proceedings of JAC 2010. Journées Automates Cellulaires

The second Symposium on Cellular Automata “Journ´ees Automates Cellulaires” (JAC 2010) took place in Turku, Finland, on December 15-17, 2010. The first two conference days were held in the Educarium building of the University of Turku, while the talks of the third day were given onboard passenger ferry boats in the beautiful Turku archipelago, along the route Turku–Mariehamn–Turku. The conference was organized by FUNDIM, the Fundamentals of Computing and Discrete Mathematics research center at the mathematics department of the University of Turku. The program of the conference included 17 submitted papers that were selected by the international program committee, based on three peer reviews of each paper. These papers form the core of these proceedings. I want to thank the members of the program committee and the external referees for the excellent work that have done in choosing the papers to be presented in the conference. In addition to the submitted papers, the program of JAC 2010 included four distinguished invited speakers: Michel Coornaert (Universit´e de Strasbourg, France), Bruno Durand (Universit´e de Provence, Marseille, France), Dora Giammarresi (Universit` a di Roma Tor Vergata, Italy) and Martin Kutrib (Universit¨at Gie_en, Germany). I sincerely thank the invited speakers for accepting our invitation to come and give a plenary talk in the conference. The invited talk by Bruno Durand was eventually given by his co-author Alexander Shen, and I thank him for accepting to make the presentation with a short notice. Abstracts or extended abstracts of the invited presentations appear in the first part of this volume. The program also included several informal presentations describing very recent developments and ongoing research projects. I wish to thank all the speakers for their contribution to the success of the symposium. I also would like to thank the sponsors and our collaborators: the Finnish Academy of Science and Letters, the French National Research Agency project EMC (ANR-09-BLAN-0164), Turku Centre for Computer Science, the University of Turku, and Centro Hotel. Finally, I sincerely thank the members of the local organizing committee for making the conference possible. These proceedings are published both in an electronic format and in print. The electronic proceedings are available on the electronic repository HAL, managed by several French research agencies. The printed version is published in the general publications series of TUCS, Turku Centre for Computer Science. We thank both HAL and TUCS for accepting to publish the proceedings.

Sponsor Satisfaction in a Regional Charity Sport Event

The purpose of this Master’s thesis is to study sponsor satisfaction in charity sport events. Lack of research in regional charity sport events, emergence of corporate social responsibility and increasing popularity of charity sport events have created a research gap to be further explored. Theoretical part of the thesis focuses in development of sponsorships, charity sport event sponsorships and sponsorship as a marketing tool. Concept of satisfaction is discussed by implementing marketing theories to weight options on measuring sponsor satisfaction as a part of sponsorship evaluation process. Empirical analysis of the thesis was conducted in a regional charity sport event – Maailman Pisin Salibandyottelu. Evidences were collected in qualitative research method through semi-structured theme interviews. Altogether 12 major and minor sponsors were selected for the primary source of data. The data was analyzed by comparing sponsors’ expectations and experiences, and by displaying sponsors’ perceived satisfaction. The results indicated that sponsors were involved by partly altruistic and partly selfish motives as suggested by previous research. Respondents expressed very few, mainly non-financial expectations, yet were hoping to gain positive image association via event exposure. Negative experiences appear to have relatively small impact in overall satisfaction. Exceeding or fulfilling expectations appears to increase perceived satisfaction which was mainly driven by contribution towards the goodwill, perceived success of the event (successful record attempt, visibility (on- and off-line) and event execution.

Why to invest more in women's football for your brand and your business?

The aim of this master’s thesis is to study the role of sponsorship in the business value of companies and clubs. In order to achieve this goal, the French women’s football context is studied. The main research question is formulated as follows: What is the business value in sport sponsorship? The literature and theory part consists of three chapters that clearly follow the theoretical framework: from the sport sponsorship to the sponsor brand, from the sponsor brand to the brand equity, from the brand equity to the business value. The empirical part of the master’s thesis is based on qualitative research method. Face-to-face interviews were conducted with 4 participants who are Sponsorship Manager or General Manager of French women’s football clubs or sponsors and thus considered as specialists of the study context. The results of the study show that the planning process, the objectives, the sponsor brand, the brand equity components such as the customer behaviour, the economic, financial and immaterial values have positive impacts on the business value in sport sponsorship in the French women’s football context.

Value-based selling of the column connection solution as part of project sales

The objective of this study was to find out how third party influencers can facilitate value-based selling in a network and how suppliers should aim to impact on these third party influencers to facilitate value-based selling. The study considers construction industry, selling the column connection solution and third party influencers. Third party influencers examined in this study were structural designers. The study also aims to find out structural designers’ value drivers and the differences between the market areas that this study related to. The theoretical part of the study focuses on two separate areas. The first part of the theory focuses on a value-based selling concept: what it is, what it requires and what are the main barriers for value-based selling. The second part of the theory examines value creation in networks. The present knowledge over value creation in networks and different network actors are presented. Project marketing is also discussed briefly because this study’s topic, which is highly related to project business. The results reveal structural designers’ value drivers considering the usage of the column connection solution and present ways how suppliers should aim to impact structural designers to facilitate value-based selling. The main result of the study indicates that third party influencers can have a positive impact on facilitating value-based selling. Structural designers are communicating more or less with all the salient actors in different project phases and they can act as sponsors to support the sales of Peikko’s column connection solution and promote solution to other actors involved to the project. This requires that structural designers can understand the actual benefits of how the solution can improve their and their customers’ business.