Managing Athletic Department Touch Points
A Case Study of One Institution Using Importance-Performance Analysis
Keywords:university athletics, brand, touch points, recruitment, retention, importance-performance analysis
AbstractAthlete recruitment and delivery of the sport experience are critical components in determining the success of intercollegiate athletic teams and programs. Here, the athletic department brand and the associations of the brand achieved through “touch points” influence student-athletes’ perceptions of the athletic department. The purpose of this study therefore was to understand the perceptions held by student-athletes about the brand of the athletic department. Importance-Performance Analysis (IPA) and brand touch point theory were used to accomplish the study’s objective. Specifically, the authors analyzed surveys from 149 student-athletes based at one university in Ontario, Canada to consider athletic department “touch points.” The results proved beneficial for highlighting areas of discrepancy between deemed importance and performance on key recruitment and delivery attributes including scholarship support, spectator support, special treatment, recognition, and quality of facilities.
How to Cite
Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC-BY-NC-ND) License
1. License. You retain the copyright for your work. You here by grant to us a worldwide, non-exclusive, perpetual, irrevocable, royalty-free, sublicensable license to:
• Reproduce, distribute and display the edited manuscript in the Journal of Intercollegiate Sport (and other publications prepared by us or on our behalf) in any media now or hereafter known (including without limitation electronic publications such as the Internet, Google Scholar, and social media)
We do not restrict your distribution or use of the manuscript following publication in the Journal of Intercollegiate Sport (in fact, we encourage it!). However, we have the right to publish the manuscript first on the journal website. Thus, the foregoing licenses are exclusive to us prior to our publication of the manuscript. You confirm that you have disclosed to us all previous or pending public disseminations of the manuscript, including without limitation any publications or acceptances by other journals or disseminations via websites or conference proceedings.
2. Other Confirmations. You confirm that you are the manuscripts sole author(s); you have the right to convey the foregoing licenses; the manuscript does not infringe any third party copyright, publicity/privacy right or other proprietary right; and the manuscript is not defamatory or otherwise unlawful. You shall defend and indemnify us against all claims based on any alleged breach of your confirmations in this contract.
Compensation: You will receive one (1) free copy (PDF) of the article published online in the Journal of Intercollegiate Sport. You will receive no royalty or other monetary return from the Journal of Intercollegiate Sport for use of the article. You do, however, have our extreme gratitude!
3. Entire Contract. This contract is the sole and exclusive agreement between the parties regarding the manuscript and supersedes all prior conversations and understandings regarding its subject matter. This contract may be modified or supplemented only by a mutually signed writing.