Examining the relationship of customer equity drivers (CEDs) on behavioural intentions of spectators from Singapore's professional football clubs

• Main Author: Cheong, Yue Seng
• Other Authors: Cho Hee Tae
• Format: Final Year Project
• Language: English
• Published: 2019
• Subjects: DRNTU::Science::General::Careers and profession
• Online Access: http://hdl.handle.net/10356/76864
• Institution: Nanyang Technological University

Background: The decline of spectatorship in the Singapore Premier League (SPL) for the past decade is a concern. Nowadays, sports organisations face strong competition for attention and interest. According to the consumer-equity theory, consumer loyalty-intentions can be effectively attained by designing strategic marketing investments that directly strengthen clubs’ customer equity drivers (CED). With little research incorporating relationship equity and simultaneously studying the impact of CEDs, this study examines the relationship and impact of CED on behavioural intentions of spectators who have watched SPL matches during the 2018 season. Methods: Survey questionnaires were distributed using convenience sampling via online platforms such as Facebook and WhatsApp as well as face-to-face distribution during matchdays. A total of 261 participants who met the criteria participated in the study. Data screening, Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) were performed to analyze the convergent and discriminant validity of the scale and test the study’s hypotheses. Results: Brand and relationship equity were found to significantly impact behavioural intention, with brand equity deemed the strongest influencer. Value equity was also found to significantly influence brand equity. However, no significant relationships were found between value equity and behavioural intentions, as well as relationship equity and brand equity. Conclusion: The results suggest that finite marketing resources should be first spent on initiatives increasing brand equity, followed by enhancing value and relationship equity. Results also emphases improving brand management and developing a strong relationship with spectators by offering preferential treatment and incentives.