Relationship bonding tactics scale
| Constructs | Dimensions | Reference sources | Code | Modified items | Code | Revised items | |
|---|---|---|---|---|---|---|---|
| Relationship bonding tactics | Financial bonding tactics | Caliskan and Esmer (2019) | Fin1 | (The club) offers a discount (e.g. tickets, merchandise) to club members/fans | → | Fin1 | |
| Chen and Chiu (2009) | Fin2 | (The club) offers free gifts (e.g. tickets, team goods, stadium giveaways) to club members/fans | → | Fin2 | |||
| Lin and Chung (2013) | Fin3* | I can receive cumulative points programs (e.g. membership, loyalty) from (the club) | → | Fin3 | (The club) provides club members/fans with cumulative points programs (e.g. membership, loyalty) | ||
| Chen and Chiu (2009) | Fin4* | I can receive rebates if I buy more than a certain amount (e.g. tickets, merchandise) | → | Fin4 | (The club) offers rebates for club members/fans | ||
| Lin and Chung (2013) | Fin5* | I can receive faster services or transactions than non-club members/fans | → | Fin5 | (The club) offers faster services or transactions to club members/fans than most customers | ||
| Social bonding tactics | Caliskan and Esmer (2019) | Soc1 | (The club) keeps in touch with me through multiple means (e.g. phone calls, personal visits, emails, SNS, etc.) | → | Soc1 | ||
| Chen and Chiu (2009) | Soc2 | (The club) concerns me and asks my opinions about matchday experience, service, merchandise through multiple means (e.g. customer service, customer surveys, SNS, etc.) | → | Soc2 | |||
| Lin and Chung (2013) | Soc3* | I can receive greeting cards or gifts from (the club) on special days or occasions | → | Soc3 | (The club) offers more special treatment to club members than most customers | ||
| Lin and Chung (2013) | Soc4* | I can receive more special treatment from (the club) than non-club members/fans | |||||
| Chen and Chiu (2009) | Soc5* | (The club) offers opportunities for club members/fans to interact with the club or other fans on the club’s SNS | → | Soc4 | (The club) offers opportunities for club members/fans to interact with the club on the club’s SNS | ||
| Chen and Chiu (2009) | Soc6* | (The club’s players or coaches) entertain members through multiple occasions (e.g. team dinners, lunches, match day events, team meet-and-greets at the stadium, rugby clinics, etc.) | → | Soc5 | (The club) interact socially with club members/fans through multiple occasions (e.g. club dinners, lunches, match day events, meet-and-greets at the stadium, rugby clinics, customer-facing role, etc.) | ||
| Caliskan and Esmer (2019) | Soc7* | (The club’s employees) interact socially with club members/fans through multiple occasions (e.g. customer-facing role, employees meet-and-greets at the stadium, etc.) | |||||
| Structural bonding tactics | Lin and Chung (2013) | Str1* | I can receive customized products or services according to my need from (the club) | → | Str1 | (The club) offers different types of customized products (e.g. tickets, memberships, events, etc.), or working methods (e.g. tickets purchase, merchandise purchase, etc.) according to my need | |
| Chen and Chiu (2009) | Str2* | (The club) provides innovative products (e.g. seats options, services, events, merchandise) to club members/fans | → | Str2 | (The club) provides innovative products (seat options, stadium events, merchandise, etc.) or fan services to club members/fans | ||
| Chen and Chiu (2009) | Str3* | (The club) offers integrated products or services with the club’s partners or sponsors to club members/fans | |||||
| Lin and Chung (2013) | Str4* | (The club) provides a long-term service or after-sales service according to my need | → | Str3 | (The) club provides long-term customer service (e.g. follow-up calls during the season or season-end greetings) to club members/fans | ||
| Chen and Chiu (2009) | Str5 | (The club) deals with club members’/fans’ complaints toward services or products quickly | → | Str4 | |||
| Chen and Chiu (2009) | Str6* | I can efficiently receive updated and detailed information that I need (e.g. the club, relevant tickets, services, events, merchandise) through multiple means (e.g. TV, radio, newspaper, SNS, website, etc.) | → | Str5 | (The club) efficiently provides updated and detailed information that I need (e.g. relevant tickets, services, events, merchandise) through multiple means (e.g. SNS, club’s website, newsletters, DMs, etc.) | ||
| Caliskan and Esmer (2019) | Str7* | (The club) provides customized operating or working methods to deal with my transaction (e.g. tickets purchase, merchandise purchase, etc.) | |||||
| Caliskan and Esmer (2019) | Str8* | I can receive value-added benefits or experiences from (the club) that are difficult to acquire from others | → | Str6 | (The club) provides special experiences that are difficult to acquire from others |
| Constructs | Dimensions | Reference sources | Code | Modified items | Code | Revised items | |
|---|---|---|---|---|---|---|---|
| Relationship bonding tactics | Financial bonding tactics | Fin1 | (The club) offers a discount (e.g. tickets, merchandise) to club members/fans | → | Fin1 | ||
| Fin2 | (The club) offers free gifts (e.g. tickets, team goods, stadium giveaways) to club members/fans | → | Fin2 | ||||
| Fin3* | I can receive cumulative points programs (e.g. membership, loyalty) from (the club) | → | Fin3 | (The club) provides club members/fans with cumulative points programs (e.g. membership, loyalty) | |||
| Fin4* | I can receive rebates if I buy more than a certain amount (e.g. tickets, merchandise) | → | Fin4 | (The club) offers rebates for club members/fans | |||
| Fin5* | I can receive faster services or transactions than non-club members/fans | → | Fin5 | (The club) offers faster services or transactions to club members/fans than most customers | |||
| Social bonding tactics | Soc1 | (The club) keeps in touch with me through multiple means (e.g. phone calls, personal visits, emails, SNS, etc.) | → | Soc1 | |||
| Soc2 | (The club) concerns me and asks my opinions about matchday experience, service, merchandise through multiple means (e.g. customer service, customer surveys, SNS, etc.) | → | Soc2 | ||||
| Soc3* | I can receive greeting cards or gifts from (the club) on special days or occasions | → | Soc3 | (The club) offers more special treatment to club members than most customers | |||
| Soc4* | I can receive more special treatment from (the club) than non-club members/fans | ||||||
| Soc5* | (The club) offers opportunities for club members/fans to interact with the club or other fans on the club’s SNS | → | Soc4 | (The club) offers opportunities for club members/fans to interact with the club on the club’s SNS | |||
| Soc6* | (The club’s players or coaches) entertain members through multiple occasions (e.g. team dinners, lunches, match day events, team meet-and-greets at the stadium, rugby clinics, etc.) | → | Soc5 | (The club) interact socially with club members/fans through multiple occasions (e.g. club dinners, lunches, match day events, meet-and-greets at the stadium, rugby clinics, customer-facing role, etc.) | |||
| Soc7* | (The club’s employees) interact socially with club members/fans through multiple occasions (e.g. customer-facing role, employees meet-and-greets at the stadium, etc.) | ||||||
| Structural bonding tactics | Str1* | I can receive customized products or services according to my need from (the club) | → | Str1 | (The club) offers different types of customized products (e.g. tickets, memberships, events, etc.), or working methods (e.g. tickets purchase, merchandise purchase, etc.) according to my need | ||
| Str2* | (The club) provides innovative products (e.g. seats options, services, events, merchandise) to club members/fans | → | Str2 | (The club) provides innovative products (seat options, stadium events, merchandise, etc.) or fan services to club members/fans | |||
| Str3* | (The club) offers integrated products or services with the club’s partners or sponsors to club members/fans | ||||||
| Str4* | (The club) provides a long-term service or after-sales service according to my need | → | Str3 | (The) club provides long-term customer service (e.g. follow-up calls during the season or season-end greetings) to club members/fans | |||
| Str5 | (The club) deals with club members’/fans’ complaints toward services or products quickly | → | Str4 | ||||
| Str6* | I can efficiently receive updated and detailed information that I need (e.g. the club, relevant tickets, services, events, merchandise) through multiple means (e.g. TV, radio, newspaper, SNS, website, etc.) | → | Str5 | (The club) efficiently provides updated and detailed information that I need (e.g. relevant tickets, services, events, merchandise) through multiple means (e.g. SNS, club’s website, newsletters, DMs, etc.) | |||
| Str7* | (The club) provides customized operating or working methods to deal with my transaction (e.g. tickets purchase, merchandise purchase, etc.) | ||||||
| Str8* | I can receive value-added benefits or experiences from (the club) that are difficult to acquire from others | → | Str6 | (The club) provides special experiences that are difficult to acquire from others |
Note(s): *Items combined or modified by the pre-test process
Source(s): Authors’ own creation