Minor League Fan Satisfaction with the Season Ticket Selling Process

Abstract

The purpose of this study was to assess satisfaction with the season ticket selling process administered by a minor league baseball franchise. Minor league sport organizations rely heavily on season ticket sales and retention, therefore, knowing the perceptions of consumers gives organizations an opportunity to fulfill consumer needs. Respondents (N=615) to a consumer satisfaction survey included season (N=365) and non-season (N=250) ticket holders of a southern Triple-A baseball team. Results indicate ineffective television and radio advertisements, favorable experience with the purchasing process, fair and appropriate price, consumer ticket use related to perceived team connection, and repurchase intention was not based on club’s win-loss. Future investigations should distinguish if perceptions change longitudinally when managers attempt to address consumer needs.