Leveraging fan's global football allegiances to build domestic league support

Purpose – It is not uncommon for sports fans to follow multiple sports teams across different sports and even several teams across different leagues of the same sport. Whereas this might be considered a competitive situation, the purpose of this paper is to examine how interest in overseas football (soccer) leagues played a symbiotic role in the successful development of an Australian national soccer league.

Design/methodology/approach – Results of survey data are presented from two clubs in Australia’s newly formed A-League. Three surveys were conducted over a two year period with over 3,700 season ticket holders. Specific attention is paid to fans’ previous interest and exposure to football, which is then related to attitudes and behaviour associated with the new clubs.

Findings – Interest in overseas clubs and leagues is found to be a major antecedent of interest in the Australian league. Those who follow teams in overseas leagues are more likely to be heavy consumers of the new local league than those who follow local leagues or had no prior experience. They also exhibit stronger attitudinal and behavioural loyalty, such as higher attendance and renewal rates of season tickets.

Practical implications – Recognising fan interest in multiple teams/leagues as positive involves a shift in management thinking away from a competitive to a collaborative stance. In this case, rapid adoption of new teams is encouraged by capitalising on strong interest in overseas leagues. This requires careful structuring and branding of the competition that mimicks familiar foreign leagues, while minimising unfavourable comparisons in areas like quality of play.

Originality/value – This study capitalises on the rare opportunity to examine foundation teams in a new national league. The findings highlight the importance and value of taking a ‘‘global’’ perspective to the marketing of sports, and of carefully leveraging the interest in other elite competitions to build interest in new leagues.

An empirical investigation of customer satisfaction and loyalty across two divergent bank segments

Customer satisfaction is an important indicator for customer loyalty, and numerous studies have identified the benefits that customer loyalty delivers to an organisation. Nevertheless, research also suggests that satisfied customers still defect. This study investigated the relationship between customer satisfaction and loyalty intentions within the Australian banking industry for two distinct customer segments, retirees and university students. Results indicate no significant difference in the satisfaction levels of either group; however, there were differences with respect to two of the five behavioural intentions dimensions: loyalty and switch. Satisfaction was found to have a significant impact on three of the five behavioural intentions dimensions: loyalty, pay more and external response, suggesting that management should initiate service policies aimed at securing improvements in customer satisfaction. However, there are also other constructs at work aside from satisfaction in determining future behavioural intentions.

The robustness of the behavioural-intentions battery in services scenarios

The consensus among researchers is that loyalty is a very complex construct (Javalgi & Moberg 1997). Various typologies have been developed to measure the loyalty construct (e.g., Curassi and Kennedy 2002; Hoare 2000; Knox 1998; Zeithaml, Parasuraman & Berry 1996). Zeithaml, Berry & Parasuraman (1996) developed a service loyalty framework comprising 13 items across five dimensions: “loyalty”, “switch”, “pay more”, “external responses”, and “internal responses”. This framework was criticised by Bloemer, de Ruyter & Wetzels (1999) for having conceptual and empirical limitations. Upon re-examination of the same 13 items, they concluded that the loyalty construct comprised only four factors: “word-of-mouth”, “purchase intentions”, “price sensitivity”, and “complaining behaviour”. Questions remain as to the precise dimensionality of the service loyalty construct as proposed by Zeithaml, Parasuraman & Berry (1996), and its stability or robustness generically, i.e., to what extent is there an invariant factor structure across the range of marketing contexts to which the battery may be applied? This paper reports on the testing of the goodness-of-fit of the five and fourfactor models to data collected in a study of consumer reaction to the service supplied by an Australian Internet Service Provider (ISP), through a series of hypothetical scenarios. In addition, comparisons were conducted with the results of exploratory factor analyses of the eight scenarios. The results suggested that factor structures are unstable across the data subsets, thereby limiting the generalisability and utility of the proposed models.

Relational bonds and loyalty : the bonds that tie

This paper explores the effect of financial, social and structural bonds on the loyalty of Arabic five star hotel guests. Three different measures of loyalty are used; attitudinal, behavioural and combined to identify how the three relational bonds affect loyalty. The results show that social and structural bonds increase all types of loyalty whereas financial bonds only increase attitudinal and combined loyalty. It is also found that bonds are perceived to be more important for high-loyal consumers as compared to low-loyal consumers. This all suggests that firms seeking to increase loyalty may need different strategies depending on the consumers being targeted.

Visitor loyalty in sport tourism: an empirical investigation

This paper reports research regarding the relationship between consumer loyalty, satisfaction,and novelty seeking, including an analysis of these constructs as reflected in the published literature. A telephone survey was conducted of 500 city residents, focusing on their visitation of special events, including sporting events. It was found that satisfaction was somewhat positively related to interest in attending the same sporting event, and the intention to actually visit the sporting event again. However, novelty seeking was virtually unrelated to both interest in attending the same sporting event, and the intention to actually visit the sporting event, and unrelated to satisfaction. Novelty seeking in general, or in relation to special events particularly,performed similarly as a predictor. Further research is needed to clarify the role of other moderating variables, such as the feeling of involvement in sporting events, and to investigate segmentation aspects which might be operating in relation to specific sporting events and tourists.

Behavioural determinants of the obesity epidemic

Obesity is a serious and growing public health problem affecting developed and developing countries. It is generally agreed that the causes of the current obesity epidemic are not genetic in origin, but are the result of changes in the environments in which we live. While acknowledging the importance of environmental factors, the central role of behaviour in the obesity epidemic cannot be ignored. It is our eating, physical activity and sedentary behaviours that form the interface between our biology and the environments to which we are exposed. However, a lack of understanding of the specific behaviours that are important in the aetiology of obesity poses a major constraint to preventing obesity. A better understanding of the behaviours that contribute to weight gain and obesity is critical in order to plan and implement effective obesity prevention initiatives.Theory-driven investigations of eating, physical activity and sedentary behaviours, their determinants, and their role in weight gain and obesity among different population groups are urgent research priorities. Without an understanding of the key behaviours that contribute to weight gain, and the influences on these behaviours, it will remain difficult to identify where to intervene in the environment and be confident that action will prevent obesity.

The behavioural and demographic contexts of white bread consumption

The aim of this study was to examine the demographic, health habits and personal values associations of white bread use. A total of 474 randomly selected consumers completed a questionnaire about bread consumption, health habits and personal values. The findings showed that compared with non-consumers white bread users were younger, less educated, more likely to have children and to be smokers. They were less likely to follow vegetarian, low fat or special diets or use alternative therapies. Non-consumers were more likely to hold pro-nature universalistic values. This suggests that the use of this staple food is associated with demographic, behavioural and ideological domains. Their causal inter-relationships require further investigation.

Personality and responses to appetitive and aversive stimuli: the joint influence of behavioural approach and behavioural inhibition systems

Gray’s reinforcement sensitivity theory (RST) posits two separable neurological systems involved in the regulation of personality and behaviour. The behavioural approach and inhibition systems facilitate the expression of appetitive (impulsive-sensation seeking traits) and aversive motivation (anxiety traits), respectively. Inconsistent findings regarding associations between measures of personality and behavioural responses to appetitive and aversive stimuli has led to a modification of RST including the notion that, rather than separable as first hypothesised, the two systems jointly influence behaviour. The current study was designed to investigate this proposal with an additional focus on the role of reinforcement expectancies. Seventy-eight participants completed two questionnaire measures of BIS/BAS activity (EPQ-R, SPSRQ) and two behavioural measures (Q-TASK, Card Arranging Reward Responsivity Objective Task). Findings were in general consistent with the original separable systems approach, however they also showed that aversive responses were highest in high BAS/high BIS individuals, thus suggesting an interactive account of BIS/BAS processes. Further, stronger positive correlations between self-report BAS traits and behavioural reward responsiveness were found for participants who perceived the task as more rewarding than initially expected. Discussion focuses on the role of reward expectancies and on the issue regarding separable vs. joint BIS/BAS systems.

Segmentation of special event attendees using personal values: relationships with satisfaction and behavioural intentions

This article presents the findings from research undertaken within a conceptual framework that included personal values, satisfaction and post-consumption behavioural intentions. The findings of a quantitative study (n = 354) conducted at a theatre-event indicate that attendees who were more inclined to place importance on their 'connectedness' with others were generally more satisfied with their attendance overall and with most of the attributes of the special event that were measured. Similar results were also found for attendees' post-con-sumption behavioural intentions; however, other personal value systems, such as that associated with hedonism, also emerged as important. These results can be used by managers and marketers of special events to enhance the special event experience and contribute to the industry's sustainability.

Behavioural characteristics of rapists

A substantial proportion of past research on rapists has focused on their motives. This paper reports on two studies that investigated the behavioural characteristics of rapists. The first study gathered behavioural data from police rape files to determine the types of behaviours exhibited by 130 men charged with rape. The second study was designed to validate the behavioural clusters found in study 1, using the transcripts of court cases from a sample of 50 accused rapists. The results demonstrated a high level of consistency in the behaviours of the accused rapists in the two studies. Rapists were most frequently a stranger, the rape occurred frequently in the victim's home, and the rapist used a range of different ways to communicate verbally with his victim. Five behavioural themes were identified in both studies: vaginal, kissing/fondling, oral, anal and brutal/physical themes. This analysis of the behavioural aspects of rape provides an understanding of the types of behaviours exhibited by men who reach the stage of court proceedings for the crime of rape. The difference between the current behavioural profile and that reported by members of the general community who have experienced rape is discussed.

Indirect approaches to obesity: are they likely to be more successful than 'direct' behavioural interventions?

The article comments on the paper of Manfred Müller and Sandra Danielzik about the indirect approaches to obesity. They are looking for alternatives that are both insighful and well-grounded in experience of single or multiple behavioral interventions on obesity prevalence. The author suggested various approaches including community capacity, counter commercialism, cultural change and contagion creation.

The influence of demographic, behavioural and treatments characteristics on problem gambling counselling outcomes

The paper considers the influence of client characteristics and gambling behaviour as well as treatment modality on the resolution of gambling behaviour for 591 clients who sought help from the publicly funded BreakEven counselling services in the state of Victoria between 1 July 1996 and 30 June 1997. Statistical data about clients and their consultations was collected in the form of a Minimum Data Set. On their own, client demographics accounting for 12% of the variance were identified as discriminating between problem gamblers who achieved some resolution of their gambling behaviour and those whose behaviour did not change. Variables associated with gambling behaviour accounted for 10% of variance and treatment variables for 12% of variance in treatment outcomes. Collectively, the three types of data could explain 26% of the variance in problem resolution. Importantly, these findings demonstrate that the resolution of problematic gambling behaviour is affected by a complex interplay of client characteristics, their gambling behaviour and the treatment they receive. It is argued that the evaluation of treatment programs for problem gambling, and potentially all counselling programs in the primary health arena, needs to include measures from each of these domains.

Randomised controlled trial evaluating the effectiveness of behavioural interventions to modify cardiovascular risk factors in men and women with imparied glucose tolerance: outcomes at 6 months

Aims: To evaluate the efficacy of interventions to promote a healthy diet and physical activity in people with impaired glucose tolerance (IGT). Methods: A randomised controlled trial in Newcastle upon Tyne, UK, 1995–98. Participants included 67 adults (38 men; 29 women) aged 24–75 years with IGT. The intervention consisted of regular diet and physical activity counselling based on the stages of change model. Main outcome measures were changes between baseline and 6 months in nutrient intake; physical activity; anthropometric and physiological measurements including serum lipids; glucose tolerance; insulin sensitivity. Results: The difference in change in total fat consumption was significant between intervention and control groups (difference −21.8 (95% confidence interval (CI) −37.8 to −5.8) g/day, P=0.008). A significantly larger proportion of intervention participants reported taking up vigorous activity than controls (difference 30.1, (95% CI 4.3–52.7)%, P=0.021). The change in body mass index was significantly different between groups (difference −0.95 (95% CI −1.5 to −0.4) kg/m2, P=0.001). There was no significant difference in change in mean 2-h plasma glucose between groups (difference −0.19 (95% CI −1.1 to 0.71) mmol/l, NS) or in serum cholesterol (difference 0.02 (95% CI −0.26 to 0.31) mmol/l, NS). The difference in change in fasting serum insulin between groups was significant (difference −3.4 (95% CI −5.8 to −1.1) mU/l, P=0.005). Conclusions: After 6 months of intensive lifestyle intervention in participants with IGT, there were changes in diet and physical activity, some cardiovascular risk factors and insulin sensitivity, but not glucose tolerance. Further follow-up is in progress to investigate whether these changes are sustained or augmented over 2 years.

Testing the factor structure of the behavioral-intentions battery: an empirical study of the Australian banking industry

The five-factor ‘Behavioural-Intentions Battery’ was developed by Zeithaml, Berry and Parasuraman (1996), to measure customer behavioural and attitudinal intentions. The structure of this model was re-examined by Bloomer, de Ruyter and Wetzels (1999) across different service industries. They concluded that service loyalty is a multi dimensional construct consisting of four, not five, distinct dimensions. To date, neither model has been tested within a banking environment. This research independently tested the ‘goodness of fit’ of both the four and five-factor models, to data collected from branch bank customers. Data were collected via questionnaire with a sample of 348 banking customers. A confirmatory factor analysis was conducted upon the two opposing factor structures, revealing that the five-factor structure has a superior model fit; however, the fit is ‘marginal’.