Abstract
In this paper, we explore the factors that drive customer choices for courses in the context of UK sport professional development service providers. We develop a synthesised model of the attributes customers consider important, drawing upon random utility theory and using a discrete choice model to analyse the results of a survey of potential course attendees. Findings show a strong demand for alternative style courses and highlight the importance of both word of mouth and on-line feedback from previous course attendees. We make both theoretical and practical contributions and provide an alternative methodological approach to understanding continuing professional development course choices made by sports service providers
Original language | English |
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Title of host publication | 2013 Australia New Zealand Marketing Academy Conference (ANZMAC) |
Editors | Rod Brodie |
Place of Publication | Auckland |
Publisher | Auckland University of Technology |
Pages | 1-7 |
Number of pages | 7 |
ISBN (Print) | 9780646563305 |
Publication status | Published - 2013 |
Event | Australian and New Zealand Academy of Management, ANZMAC 2013: Engineering in Our Future - Auckland, Auckland, New Zealand Duration: 1 Dec 2013 → 4 Dec 2013 |
Conference
Conference | Australian and New Zealand Academy of Management, ANZMAC 2013 |
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Abbreviated title | ANZMAC 2013 |
Country/Territory | New Zealand |
City | Auckland |
Period | 1/12/13 → 4/12/13 |