Development and Psychometric Evaluation of a Scale, Article Review Example

Sports Consumer-Team Relationship Quality: Development and Psychometric Evaluation of a Scale

The article by Kim et.al (2011) represents an opportunity to explore the different dimensions of relationship quality with respect to consumers in the world of sports marketing. This article establishes what is known as the Sports Consumer-Team Relationship Quality Scale (SCTRQS), which supports the belief that sports marketing professionals require a set a focused tools or approaches that will be effective in improving the visibility of sports teams, while attracting consumers to the mix through focused marketing efforts tailored to their needs and expectations (Kim et.al, 2011). The ability to build lasting relationships with consumers is of critical importance in the world of sports marketing to ensure brand loyalty and recognition over the long term (Kim et.al, 2011).

Background and Review of Literature

The concept of relationship marketing is visible throughout the article, and is further supported by various literature sources which prove how critical this process is to the world of sports marketing (Kim et.al, 2011). It was determined through prior research that there is a critical necessity for sports marketing professionals to recognize the contribution that consumers make to their brands, and in supporting a sustainable competitive advantage and the potential for growth (Kim et.al, 2011). However, literature also supports the implication that relationship marketing is a useful tool in a variety of business practice areas, such as banking and healthcare, amongst many others (Kim et.al, 2011). Therefore, this concept is instrumental in enabling organizations to improve their relationships with their customers, and in supporting the development of new perspectives that will retain their loyalty on a long-term basis (Kim et.al, 2011). Relationship marketing also serves as a useful tool in determining if any problems are evident in how customers perceive the company and its service offerings, which enables marketing personnel to make adjustments to the marketing strategy as necessary (Kim et.al, 2011).

Methodology Used for Research

Three separate studies were conducted to address the effectiveness of SCTRQS, and the first study focused on whether or not the scale could be used for the desired measurements (Kim et.al, 2011). This was a qualitative study that evaluated the responses of 40 students to determine which terminology was most essential in the discussion of relationship marketing in the world of sports (Kim et.al, 2011). The second study evaluated the responses of 631 participants, both male and female, who provided insight in regards to the criteria proposed in the first study (Kim et.al, 2011). The study explored heterogeneity in using both male and female participants (Kim et.al, 2011). Finally, the third study was established to explore the perspectives of 300 participants at two separate college baseball games (Kim et.al, 2011). A cross-validation approach was used across two different samples to determine the efficacy of the results in determining which focus areas are most critical to relationship marketing in the world of sports (Kim et.al, 2011). Each of these studies provides its own interpretation of these constructs, and supports how different perspectives are essential in order to enable customers to support a given brand or sports team in the desired manner (Kim et.al, 2011).

Results and Discussion

The study generated the use of several important items to ensure that the customer relationship was supported by the appropriate criteria, including commitment and trust, amongst others (Kim et.al, 2011). In addition, the study determined that there were significant factors associated with the ability of sports teams to effectively market to their customers in specific ways which capture their loyalty and support over the long term in many different ways (Kim et.al, 2011). This also provides a basis for the ability of marketing professionals to recognize what consumers truly want and expect from their sports teams, and to determine their true value to the organization in question (Kim et.al, 2011).

Opinion

This article provides a unique perspective regarding a topic that has not been adequately researched and evaluated, relationship marketing in the world of sports. The sports industry generates billions of dollars of revenue on an annual basis and is supported by millions of consumers, but it is not always known which criteria drive this level of brand loyalty and support. Therefore, the scale developed in the article supports the development of new perspectives and concepts that enable sports marketing professionals to recognize the value of different perspectives in supporting new marketing strategies to retain consumer loyalty. The article is effective in this respect, but it is also supported by significant statistical data which is sometimes difficult to decipher. These efforts support the ongoing ability of a sports organization to remain visible and well aware of its customer base’s likes and dislikes, as these criteria will play a significant in making decisions for the business, from selecting players and selling merchandise to game performance. Each of these criteria demonstrate that relationship marketing is essential in the sports community to ensure that sports organizations are aligned with consumer needs, wants, and expectations.