This study aims to examine the drivers of membership at the micro-level to influence club retention rates and promote positive health-related behaviours through encouraging active…
Abstract
Purpose
This study aims to examine the drivers of membership at the micro-level to influence club retention rates and promote positive health-related behaviours through encouraging active member participation.
Design/methodology/approach
The data for this study (n = 197) was obtained from four martial arts groups in Melbourne, Australia. Self-administered questionnaires assessed the importance of personal benefits, risk taking, personal values and enjoyment of specific benefits.
Findings
Hierarchical analysis identified shared values, excitement (ß = −0.066, p < 0.05), sense of belonging (ß = 0.644, p < 0.05), enjoyment of activities (ß = 0.179, p < 0.05), fitness level (ß = 0.564, p < 0.05), belt status (ß = 0.466 p < 0.05) and the expectations of instructor (ß = 0.144 p < 0.05) and others (ß = 0.483 p < 0.05) as predictors in attracting and retaining club membership. Adult Australians share socio-demographic characteristics and common desires to attain specific benefits which appear to evolve, as membership is not perceived as an interim engagement but rather as a lifelong lifestyle choice.
Practical implications
By advocating positive associations between lifetime membership and active participation, social marketing campaigns can inform and contribute towards a knowledge base for sports clubs to develop targeted strategies and practices towards membership retention.
Originality/value
This study contributes to evidence-based social marketing approaches in an era of ageing demographics, where there remains a need to learn more about how to manage active memberships to promote healthy lifestyles and well-being at a national, community and individual level. The approach of exploring club membership at micro-level to inform tailored macro-level strategic health-related messages is also novel.
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Foula Z. Kopanidis and Michael J. Shaw
Students’ values influence their choice of academic degrees that direct future careers. The purpose of this paper is to investigate measuring personal values by testing the…
Abstract
Purpose
Students’ values influence their choice of academic degrees that direct future careers. The purpose of this paper is to investigate measuring personal values by testing the relevance of the original nine personal values in the List of Values (LOV) scale in the situation-specific context of higher education in relation to student's educational choices in pursuing particular career pathways.
Design/methodology/approach
The study involved two stages of iterative analysis of data from undergraduate students (N=304) at an Australian university for the purpose of constructing a personal values importance scale (PVIS). The paper assesses construct dimensionality, and convergent and discriminate validities of PVIS.
Findings
Results suggest a two-factor PVIS scale of internal and external values is a valid and reliable psychometric diagnostic tool leading to better understanding of choice behaviour in an educational context. Business students reported both internal and external values as important; however, science, engineering and technology, and design and social context students perceived internally oriented values more aligned to their programme choice.
Practical implications
This research provides new insights into measuring the values influencing the programme choices with a career focus towards particular fields. It allows educational institutions to make more informed decisions for attracting and retaining those students most suited to the educational and career paths they choose. Marketing and educational implications are discussed.
Originality/value
This research offers a psychometrically rigorous measurement instrument valid in an education context.
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Foula Zografina Kopanidis and Michael John Shaw
Educational institutions are caught between increasing their offer rates and attracting and retaining those prospective students who are most suited to course completion. The…
Abstract
Purpose
Educational institutions are caught between increasing their offer rates and attracting and retaining those prospective students who are most suited to course completion. The purpose of this paper is to demonstrate the influence of demographic and psychological constructs on students’ preferences when choosing to study in a particular faculty through the application and testing of a student choice logit model based on data collected from a survey of existing students.
Design/methodology/approach
Logistic regression techniques were used to estimate the probability of undergraduate prospective students’ choices with reference to a set of variables that allows for the prediction and classification of students (n=304) at an Australian university. Using the estimated coefficients of both student characteristics and psychological variables, probability outputs were constructed to compute the faculty membership for student groups. Outputs were also illustrated via a set of simulation analyses.
Findings
The results of the student choice logit model are highly significant suggesting demographic, socioeconomic and psychological variables play a role in the prediction of faculty membership of undergraduate students.
Practical implications
These findings have implications for researchers, educational policy makers and career planners. The study also suggests that these policies should take into account the complexities of multi-attribute influences on students’ decision-making choices.
Originality/value
This research offers an innovative marketing use of logistics regression techniques with application of the student choice logit model through predicting the likelihood of faculty membership in an education context.