A longitudinal analysis of the halo effect of team success on season ticket holder attitudes

Although it seems counter-intuitive, past studies have found that the attitudes to the on-field performance of a team have only a small direct impact on the overall satisfaction of members (season ticket holders). By managing other aspects of the package well (e.g., ticketing, customer service, communications), membership can satisfy even when the on-field results do not. In this research, we examine whether on-field performance, measured both objectively and subjectively, has an indirect "halo" effect on attitudes towards those other aspects of the membership offering. An examination of data collected through 63 member satisfaction surveys of 14 different AFL clubs in the period 2003 - 2007 suggests that, predictably, a change to the win-loss ratio has a strong impact on attitudes to on-field performance and overall satisfaction. However, changes in on-field performance are also significantly correlated with changes in attitudes to areas like the extent to which one feels personally involved with the club and the administration of the club. The data allows the determination of the extent ofthis halo effect where a change in on-field performance (win percentage) has a predictable impact on attitudes to other aspects of the clubs activities, allowing club management to benchmark their performance in these areas even when on-field results fluctuate year to year.