ABSTRACT
Although it is central in the mainstream marketing literature and the sport marketing literature dealing specifically with sport spectatorship, consumer loyalty has probably not received the attention this concept deserves in the field of sport participation organizations. As an illustration, we can notice the interesting and relevant article of Heere and Dickson (2008), who analyzed the nature of the concept of loyalty in sport marketing but only through the lens of sport fanship and spectatorship and only acknowledged in the conclusion of their study that the analysis could also matter to membership organizations. Not only does it apply to sport participation organizations but it also represents a crucial element for the development and the continuity of these organizations. As noticed by Robinson (2006), consumer expectations in sport participation services have been increasing whereas for other authors, such as Bodet (2009) and Seippel (2006) for instance, the nature of these expectations has also changed, creating a growing mismatch between participants’ demands and sport organizations’ offers. The mismatch created represents a serious threat for these sport organizations from a long-term perspective. Consumer loyalty appears then an almost necessary aim for sport participation organizations to maintain steady financial revenues and ensure a sustainable development.
