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In pursuit of satisfaction & fortification: Stakeholder Perceptions of NCAA Wrestling Entertainment Value. Coyte G. Cooper, Ph.D. West Virginia University Erianne Weight, Ph.D. Bowling Green State University. Introduction to Research. Introduction Review of Related Literature

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Presentation Transcript
slide1

In pursuit of satisfaction & fortification:

Stakeholder Perceptions of NCAA Wrestling

Entertainment Value

Coyte G. Cooper, Ph.D.

West Virginia University

Erianne Weight, Ph.D.

Bowling Green State University

slide2

Introduction to Research

  • Introduction
  • Review of Related Literature
  • Methodology
  • Purpose of Research
  • Results
  • Discussion
  • Conclusion/Questions

NCAA Wrestling Entertainment (i)

slide3

I. Introduction to Research

  • The dire situation facing amateur wrestling
    • Program eliminations: 363 in 1981 to 234 in
    • 2005 (Student-athlete, 2006)
    • Recent eliminations: Four college programs in first
    • month of 2009 (Moyer, personal interview, January
    • 26, 2009)
    • Blaming Title IX?
  • How to improve sustainability?
    • Improve revenues realized at local level
    • Enhancement of marketing efforts
    • Critical: Analysis of core product

NCAA Wrestling Entertainment (1)

slide4

II. Review of Literature

(Theoretical Framework)

  • Customer Satisfaction Theory:
  • “A judgment that a product or service feature, or the product
  • or service itself, provided (or is providing) a pleasurable level
  • of consumption-related fulfillment” (Oliver, 1997).
  • Implications:
    • Enhancement of loyalty levels (Trail, Anderson, & Fink, 2005; Oliver, 1977; Oliver, Rust, & Varki, 1997)
    • Increased revenues through repeat purchases (Anderson, Fornell, & Lehmann, 1994; Anderson & Mittal, 2000; Laverie & Arnett, 2000)
    • Increase in positive word-of-mouth advertising (Kotlar, 1994)

NCAA Wrestling Entertainment (2)

slide5

Review of Literature

(Importance of Entertainment)

  • Core product is made up of the following elements (Mullin, Hardy, & Sutton, 2007):
    • Game form (rules/techniques)
    • Players (athletes/coaches)
    • Equipment and apparel
    • Venue
  • “In game” rules have a significant impact on the
  • entertainment value offered at sport events (Aylott &
  • Aylott, 2007; Partori & Corredoira)
  • Must implement rules that increase action and
  • scoring to maximize consumer interest (Paul &
  • Weinbach, 2007)

NCAA Wrestling Entertainment (3)

slide6

III. Purpose of Research

  • Purpose: To survey stakeholders of college wrestling to identify their level of satisfaction with the core wrestling product being offered in intercollegiate athletics
  • Implications
    • Gain base understanding of fan’s perceptions of core product being offered
    • Understanding of fan’s perceptions based on segmentation
    • Suggestions for improvements
    • Improve core product to maximize consumer appeal

NCAA Wrestling Entertainment (4)

slide7

IV. Methodology

  • Survey Instrument:
    • Wrestling Consumer Satisfaction Scale (WCSS):
    • based on past similar scales (Tsuji et al., 2007)
    • Construct validity: Four collegiate wrestling
    • coaches, four collegiate wrestlers, four
    • professors, and one survey compilation specialists
  • Survey Distribution:
    • Stratified: national message board; regional
    • message boards
    • Test-Retest reliability (Correlation; Spearman-
    • Brown Coefficient)

NCAA Wrestling Entertainment (5)

slide8

V. Results

  • Surveys returned (n=1095); Usable surveys
  • (n=1023 [93.4%])
  • Demographics:
    • Gender (Male = 95.1%; Female = 4.9%)
    • Age (Mean = 26-34)
    • Background
      • Fan (n = 583; 53.6%)
        • High School Coach (n =475; 43.7%)
      • College Coach (n = 112; 10.3%)

NCAA Wrestling Entertainment (6)

slide9

Fan Satisfaction: Core Product

NCAA Wrestling Entertainment (7)

slide10

Fan Satisfaction: Rules & Regulations

NCAA Wrestling Entertainment (8)

slide11

Fan Segmentation

(ANOVA’s – Age)

NCAA Wrestling Entertainment (9)

slide12

Fan Segmentation

(ANOVA’s – Affiliation)

NCAA Wrestling Entertainment (10)

slide13

Suggestions for Change

(Open-Ended Responses)

NCAA Wrestling Entertainment (11)

slide14

Summary of Key Points

NCAA Wrestling Entertainment (12)

slide15

VI. Discussion

  • Attempt to cease the elimination of college
  • wrestling programs (Cooper, 2008)
  • Importance of marketing effectively at all levels
  • in the future (emphasis: grassroots level)
  • Build your foundation first: You must have a
  • strong core product to build fan base effectively
  • in future years
    • Rules dictate action and level of entertainment
    • experienced at wrestling events (Paul &
    • Weinbach, 2007)
  • Continue to adapt as industry changes

NCAA Wrestling Entertainment (13)

slide16

VII. Conclusions

  • Limitations of study:
    • Sample limited to loyal wrestling fans (online)
    • Broad analysis of rules and regulations
  • Future research:
    • More specific analysis of rules (casual and loyal fans)
    • Marketing based assessment
    • Changes to college wrestling schedule
      • Academic progress
      • Athletic competition enhancement
      • Consumer interest

NCAA Wrestling Entertainment (14)

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Thanks for your time!

Any Questions?

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