Sustaining the golden goose and gander: an investigation into AFL season ticket holders motivation and attachment and their satisfaction with the service experience

Dr Fouvy investigated sports fans motives, attachments and the service experience with financial members of the St Kilda Football Club. The research found that the provision of a safe and secure stadium environment was the largest positive contributor to a member’s purchase intentions. Additionally the motives of excitement, vicarious achievement and knowledge acquisition were important and contributed to satisfaction and basking in reflected glory (BIRGing). Although satisfaction was a significant factor in purchase intention, its impact was small and marginally less than BIRGing. The findings provide insights to AFL club membership and event managers for enhanced member retention.