Et loyalitetsstudie i Primo Tours Ligaen

Thomas Højgaard Ebbesen & Christian Wederking Röst

Student thesis: Master thesis


The purpose of this paper is to improve profitability of the elite handball teams in the Primo Tours League, through identifying loyal consumers and how to efficiently approach them. Especially the constructs club identification, the win/lose-phenomenon and disconfirmation of expectations have been utilized to produce a statistical model of loyal and profitable consumers in Denmark. The research design of the project is a quantitative empirical study of fans, that implements the conceptual model presented by Leeuwen, Quick & Daniel (2002). The projects empirical study was carried out on multiple platforms, including newsletters and social media. The research design included a highly structured questionnaire with a total of 643 respondents, which were subject to further investigation in the parametric analysis of this project. The analysis of this project was divided into three main parts, a factor -, a cluster -, a discriminant analysis. The results of the factor analysis included four factors, which are considered a marketing mix for the clubs represented in this project. Additionally, the factor analysis discovered crucial characteristics of consumer behavior, such as social identification, which presented tools the clubs could later utilize to improve the experience. The cluster analysis provided a total of five clusters, of which two could ultimately, through the discriminant analysis, be considered differentiated key segments. The key segments identified were the super-loyalists and the moderate, who significantly distinguished themselves from the remaining clusters, by portraying differentiated views on identity feelings. In conclusion, this thesis provides valuable knowledge in a rather unexplored area of the sports marketing literature, i.e. handball. The thesis conclusively presented a number of practical recommendations for improving profitability in an increasingly commercialized environment, where consumer needs are constantly in motion.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2020
Number of pages123
SupervisorsSven Junghagen