The fan as customer: Customer service in sports marketing

Mike Tomlinson*, Francis Buttle, Brian Moores

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

25 Citations (Scopus)


Why do sports fans attend games? To watch a winning team? Not necessarily. Attendance is more likely to be connected to the entertainment value of the event and the general atmosphere, interactions and services experienced in the stadium. These motives give important guidance to sports marketers who must recognize the centrality of customer service issues in producing fan satisfaction. Conversely, a different set of factors are more powerful in causing fan non-attendance.

Original languageEnglish
Pages (from-to)19-36
Number of pages18
JournalJournal of Hospitality and Leisure Marketing
Issue number1
Publication statusPublished - 25 Jul 1995
Externally publishedYes


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