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Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1999
Version: 10 August 2004
Length: 10 pages
Data source: Field research

Abstract

The marketing head of the Boston Red Sox is reviewing the team''s ''Friendly Fenway'' fan satisfaction program. The program is described in the context of the team''s on-the-field performance, the ballpark''s character, and team marketing and fan-building in general. The revenue implications of increased customer satisfaction are also raised, within the framework of team economics. The teaching purpose is to understand ''customer satisfaction'' in the setting of sports management.

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Abstract

The marketing head of the Boston Red Sox is reviewing the team''s ''Friendly Fenway'' fan satisfaction program. The program is described in the context of the team''s on-the-field performance, the ballpark''s character, and team marketing and fan-building in general. The revenue implications of increased customer satisfaction are also raised, within the framework of team economics. The teaching purpose is to understand ''customer satisfaction'' in the setting of sports management.

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