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An Examination of Nhlfans' Reactions to the Cancelled 2004-2005 Season

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An Examination of Nhlfans' Reactions to the Cancelled 2004-2005 Season AN EXAMINATION OF NHLFANS' REACTIONS TO THE CANCELLED 2004-2005 SEASON Chad Asselstine A thesis submitted for completion of the requirements for the degree of Master of Arts in Applied Health Science Supervisor: Lucie Thibault, PhD Faculty of Applied Health Science Brock University St. Catharines, Ontario Chad Asselstine © December 2006 ACKNOWLEDGEMENTS The past two years have been a great experience in my life. I have had a wonderful time examining the impact that the NHL lockout had on fans. There Were many times that I was lost in my search and needed guidance, and for that I would like to thank my committee members. Lucie Thibault, I would like to thank you for ail the support you showed me over the past two years. You taught me a great deal of what it is to conduct meaningful research. I appreciate all of the help and will cherish all the work that you did to help me produce a final product that I can be proud of. Craig Hyatt, I would like to thank you for all of your expertise that you were able to share with me. This thesis has come a long way from the first day when you and I were sitting in your office discussing the potentials that existed in fan loyalty research. I was presented with a unique situation when I began my graduate studies, the commencement of the lockout. You helped me design a research project that would allow me to examine the phenomena, and for that I thank you. Seigyoung Auh, I would like to thank you for your support throughout the thesis process. I thank you for aiding me in combining business literature with sport management research. Your expertise in service failure allowed me to expand my focus and produce the research that I did. Thank you to all of the NHL fans who participated in the research. Each of you opened up and allowed me to share in your experiences as fans. I appreciated the wannth that you showed me and I would like to extend my gratitude. 2 I would like to thank all of my friends and my family for all of their support in my life. I have said many times that I believe I am such a lucky person to be associated with all of the high quality people that I am, and I would like to thank you all for allowing me to share in your lives. Thank you to my brothers and sister for all the support and love that you have shown me in our lives. I would also like to thank my parents for all of the love that they have shown me. Education was always instilled as a priority in life, and thanks to their support it has been a reality, thank you. To my beautiful fiance, Sue thank you for all of the support that you have shown me over the past years. I only hope that I can show you the same support over the many years to follow. 3 ABSTRACT AN EXAMINATION OF NHL FANS' REACTIONS TO THE CANCELLED 2004- 2005 SEASON Chad Asselstine Faculty of Applied Health Sciences, Brock University Gary Bettman, the Commissioner of the National Hockey League (NHL) stepped in front of the worldwide media on February 16, 2005 to announce that there would be no NHL games played during the 2004-2005 season. Two sides were prominent during the labour dispute; the NHL owners and the NHLPA, however a third side that became the forgotten party was the fans (NHLFA, 2005). The fans are the consumers of the NHL and all the brands associated with its franchises, they are the people who provide the revenues that allow owners to pay the players' salaries. The present study is situated within the sport marketing framework, particularly within the fan loyalty literature to provide an understanding of the impact of the 2004- 2005 lockout on the forgotten party, NHL fans. This study examines 16 fans' experiences in four stages: becoming a fan of the NHL, being a fan prior to the lockout, being a fan during the lockout including their anticipated reaction to the return of the NHL, and their actual reaction to the return of the NHL. Data was collected using face-to-face interviews with each ofthe participants, resulting in 16 fans' stories of how the lockout impacted them specifically. Through analysis of the data themes began to emerge including the fans' understanding that there was a need to restructure game play, the business operations of the NHL, a desire for service recovery strategies which would exceed fans' expectations, 4 and the desire for alternative forms of consumption including alternative hockey leagues as well as the growing popularity of poker playing. The study summarizes the effects that the NHL lockout had on the relationship between 16 individual fan~ and their favourite teams, and concludes with Suggestions for Future Research and Implications for Sport Marketers that emerged from this unique case in the history of North American professional sport. 5 TABLE OF CONTENTS Page INTRODUCTION .................................................................................. 10 Professional Sports in North America ................................................... 11 Positioning this Study..................................................................... 13 Methodology ............................................................................... 16 An Introduction to Fan Loyalty Research .............................................. 17 Limitations .................................................................................. 19 The Author as a Sport Fan ................................................................20 Rationale for the Study ....................................................................21 Outline of the Thesis .......................................................................23 CONTEXT ...........................................................................................25 National Hockey League (NHL) .......................................................... 25 Collective Bargaining Agreement. .......................................................26 Salary Cap ...................................................................................35 Summary .................................................................................... 37 REVIEW OF LITERATURE ..................................................................... 39 Service Recovery........................................................................... 40 Sport Fans/Consumers .....................................................................45 Becoming a Loyal Consumer ............................................................ .47 Small vs. Large Market. ................................................................... 55 Labour Disputes in Professional Sport .................................................. 57 1994-1995 MLB Player Strike ........................................................... 60 6 Reactions to Labour Disputes in Professional Sports ................................. 63 Summary of Labour Disputes in Professional Sports ................................. 65 Summary of Review of Literature .......................................................66 MElliODOLOGY................................................................................. 68 The Interpretive Paradigm ........... : .......... " ........................................68 Design of the Study........................................................................ 68 The Fans ...................... ~ ............................................................. 71 Finding the Fans ........................................................................... 74 The Questions .............................................................................. 75 The Interview .............................................................................. 76 Data Analysis .............................................................................. 76 Trustworthiness ............................................................................78 Screening ...........................................................................78 MeIl1ber Checking................................................................ 78 Expert Consultation ........ ~ ......., ............................................... 78 FAN EXPERIENCES .............................................................................. 80 Becoming a Fan ............................................................................ 81 Family Influences ................................................................ 82 A Father's Influence .............................................................84 A Mother's Influence ............................................................ 87 A Grandfather's Influence ...................................................... 90 Cultural Influences ...............................................................92 Youth Hockey Participation ....................................................94 7 Geographical Influences ........................................................96 Being a Fan Prior to the Lockout.. .....................................................97 A Part of the Team ...............................................................97 The Long Distance Fan ......................................................... 99 Hockey Night in Canada ....................................................... 100 Some Were Frustrated with the NHL. ....................................... 102 Montreal Canadiens Fans Expressed Their Displeasure ................... 104 Playoff Time ..................................................................... 106 Being a Fan During the Lockout. .....................................................
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