Enhancing Customer Loyalty with a New Multi-Sport Season Ticket : case Ilves-Hockey Oy
Fonsén, Rasmus (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504096049
https://urn.fi/URN:NBN:fi:amk-202504096049
Tiivistelmä
Increased worth of loyalty of customers to sports organizations have driven research into innovative
measures for enhancing the retention of fans. This study examined the creation of a subscription-based
season ticketing system to enhance customer loyalty at Ilves-Hockey Oy. The objectives were to determine
the determinants of loyalty, to identify characteristics of subscription models that maximize retention, and
to explore the use of customer relationship management (CRM) in the process of implementation.
The study was conducted via theoretical review and quantitative data collection. The theory was grounded
on the literature of customer loyalty, subscription business models, and CRM practice in sport business.
Quantitative data were collected using a structured questionnaire distributed to the season ticket holders
of the current season, collecting information on attendance behavior, loyalty, and subscription offering
preferences. Statistical techniques were applied in analyzing the data to identify trends and correlation.
The results showed that customer loyalty is strongly influenced by emotional attachment to the team and
perceived value of subscription benefits. Fans were very interested in flexible payment, special benefits,
and community-building features. The study also highlighted the importance of CRM systems in fan personalization and effective communication throughout the subscription life cycle.
Based on the findings of the research, a customized implementation proposal was developed for IlvesHockey Oy. This included a detailed subscription plan with multi-sport access, membership tiers, and targeted activation plans. The strategy aims to develop higher fan engagement and affinity with the organization, increase retention, and produce a consistent revenue stream.
In conclusion, the subscription model was shown to hold immense potential in increasing customer loyalty
by meeting the evolving needs of sports consumers. Future research recommendations include examining
the long-term implications of the model on revenue and fan interaction, as well as determining its applicability in other sporting environments
measures for enhancing the retention of fans. This study examined the creation of a subscription-based
season ticketing system to enhance customer loyalty at Ilves-Hockey Oy. The objectives were to determine
the determinants of loyalty, to identify characteristics of subscription models that maximize retention, and
to explore the use of customer relationship management (CRM) in the process of implementation.
The study was conducted via theoretical review and quantitative data collection. The theory was grounded
on the literature of customer loyalty, subscription business models, and CRM practice in sport business.
Quantitative data were collected using a structured questionnaire distributed to the season ticket holders
of the current season, collecting information on attendance behavior, loyalty, and subscription offering
preferences. Statistical techniques were applied in analyzing the data to identify trends and correlation.
The results showed that customer loyalty is strongly influenced by emotional attachment to the team and
perceived value of subscription benefits. Fans were very interested in flexible payment, special benefits,
and community-building features. The study also highlighted the importance of CRM systems in fan personalization and effective communication throughout the subscription life cycle.
Based on the findings of the research, a customized implementation proposal was developed for IlvesHockey Oy. This included a detailed subscription plan with multi-sport access, membership tiers, and targeted activation plans. The strategy aims to develop higher fan engagement and affinity with the organization, increase retention, and produce a consistent revenue stream.
In conclusion, the subscription model was shown to hold immense potential in increasing customer loyalty
by meeting the evolving needs of sports consumers. Future research recommendations include examining
the long-term implications of the model on revenue and fan interaction, as well as determining its applicability in other sporting environments