Managing Athletic Department Touch Points
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Kansas Libraries
2013-12-01
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| Series: | Journal of Intercollegiate Sport |
| Subjects: | |
| Online Access: | https://journals.ku.edu/jis/article/view/10154 |
| _version_ | 1797449045489221632 |
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| author | Chris Chard Joanne MacLean Brent Faught |
| author_facet | Chris Chard Joanne MacLean Brent Faught |
| author_sort | Chris Chard |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-09T14:19:11Z |
| format | Article |
| id | doaj.art-efda2b761f6d481ba9517effd7c849c7 |
| institution | Directory Open Access Journal |
| issn | 1941-6342 1941-417X |
| language | English |
| last_indexed | 2024-03-09T14:19:11Z |
| publishDate | 2013-12-01 |
| publisher | University of Kansas Libraries |
| record_format | Article |
| series | Journal of Intercollegiate Sport |
| spelling | doaj.art-efda2b761f6d481ba9517effd7c849c72023-11-28T18:42:17ZengUniversity of Kansas LibrariesJournal of Intercollegiate Sport1941-63421941-417X2013-12-016210.1123/jis.6.2.196Managing Athletic Department Touch PointsChris Chard0Joanne MacLean1Brent Faught2Brock UniversityUniversity of the Fraser ValleyBrock UniversityAthlete 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.https://journals.ku.edu/jis/article/view/10154university athleticsbrandtouch pointsrecruitmentretentionimportance-performance analysis |
| spellingShingle | Chris Chard Joanne MacLean Brent Faught Managing Athletic Department Touch Points Journal of Intercollegiate Sport university athletics brand touch points recruitment retention importance-performance analysis |
| title | Managing Athletic Department Touch Points |
| title_full | Managing Athletic Department Touch Points |
| title_fullStr | Managing Athletic Department Touch Points |
| title_full_unstemmed | Managing Athletic Department Touch Points |
| title_short | Managing Athletic Department Touch Points |
| title_sort | managing athletic department touch points |
| topic | university athletics brand touch points recruitment retention importance-performance analysis |
| url | https://journals.ku.edu/jis/article/view/10154 |
| work_keys_str_mv | AT chrischard managingathleticdepartmenttouchpoints AT joannemaclean managingathleticdepartmenttouchpoints AT brentfaught managingathleticdepartmenttouchpoints |