Managing Athletic Department Touch Points

A Case Study of One Institution Using Importance-Performance Analysis


  • Chris Chard Brock University
  • Joanne MacLean University of the Fraser Valley
  • Brent Faught Brock University



university athletics, brand, touch points, recruitment, retention, importance-performance analysis


Athlete 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.

Author Biography

Chris Chard, Brock University

Chard is with the Dept. of Sport Management, Brock University, St. Catharines, Ontario, Canada. MacLean is with the Faculty of Health Sciences, University of the Fraser Valley, Chilliwack, BC, Canada. Faught is with the Dept. of Community Health, Brock University, St. Catharines, Ontario, Canada.




How to Cite

Chard, C., MacLean, J., & Faught, B. (2013). Managing Athletic Department Touch Points: A Case Study of One Institution Using Importance-Performance Analysis. Journal of Intercollegiate Sport, 6(2), 196–212.