Male and Female Sports Fans: Team Identification, Satisfaction With Team Performance, and Consumption Behavior

Abstract

This research examines the relationships between sports teams and various fan basis. The path of inquiry recognizes that a sports organization that successfully implements relationship marketing programs can develop long-term relationships with its fans, thus improving the likelihood of customer retention. Two factors, fan identification with a team and fan satisfaction with a team’s performance, have been identified as critically important in retaining a sports team’s customers. Results suggest differences between male and female fans in team identification and sports event attendance, but not in satisfaction with team performance or other consumption behaviors.