Correlates of season ticket renewal behavior in college football
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The purpose of this study is to assist The University of Texas Athletic Department (UT) better understand why some of their football season ticket holders did not renew for the upcoming 2017-2018 season. This study examines and analyzes secondary data (n=14,503) about UT football season ticket holders provided by the athletic department to the researcher. By understanding who decided not to renew, UT can infer why they did not renew and ultimately design better marketing strategies to continue developing their relationship with season ticket holders. The implications of findings about these persons will provide a rational basis for the improvement of strategies to promote continued season ticket renewal.
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