An Empirical Investigation
of High Relational Orientation
Sport Club Members

Stewart Adam, Associate Professor in Electronic Marketing, Faculty of Business and Law, Deakin University, 221 Burwood Highway, Burwood, VIC, 3125. Telephone: +61.3.9244.6054. e-mail: stewarta@deakin.edu.au

Heath McDonald, Executive Director, Centre for Business Research, Faculty of Business and Law, Deakin University, 221 Burwood Highway, Burwood, VIC, 3125. Telephone: +61.3.9244.6206. e-mail: hmcd@deakin.edu.au

Hossein Zadeh, Lecturer, School of BIT, Faculty of Business, RMITU, 229 Bourke Street, Melbourne, VIC, 3000. Telephone: +61.3.9925.5086. e-mail: hossein.zadeh@rmit.edu.au

Keywords

Commitment, online data collection, marketing research, repertoire markets, relational orientation, relationship management, satisfaction, subscriber markets, trust.

Abstract

Relationships between businesses, businesses and end customers, as well as between customers are an important area of practical and scientific interest. In the present era, largely due to digital technologies such as the database, public and private networks, and data collection and information distribution via TCP/IP (Transmission Control Protocol/Internet Protocol) interface tools such as the World Wide Web (Web), the interest in relationships and related aspects such as trust as it relates to Web interactivity continues. An important antecedent empirical study established that arts patrons (customers) of a New York theatre company could be segmented according to their relational orientation, and that this orientation mediated between component attitudes and future purchase intentions. The study reported in this paper employs Web-based data collection and postal data collection methods in an investigation of the mediation effects of these data collection methods used with the same population of a premier football club in Australia. While a future aim is to more closely compare the outcomes established in the arts study with those from a similarly constructed study in the sporting arena, the focus of this initial paper is the differences in response exhibited by online respondents relative to postal survey respondents. The paper reports findings which do not support those of the antecedent arts and entertainment study concerning the weakness of overall satisfaction on the purchase intentions of high relational orientation customers. The paper also reports findings which give confidence to users of online surveys that despite differences in demographic profiles of these respondents and postal survey respondents, there is a degree of similarity in the responses of the two groups on the measures used in this study. The paper also suggests the need for further research into these data collection effects as they relate to relationship marketing.