Club membership satisfaction and commitment: Does rebranding matter?

Abstract

Member-owned organisations involved in a wide range of community-based activities are an important aspect of our social fabric. However, research exploring the drivers of member satisfaction and commitment specific to these professionally and socially oriented organisations is limited. Few studies have been devoted to achieving a greater understanding of this important aspect of membership management. Our investigation of 264 club members attempts to enrich theoretical development in both relationship marketing and, to some extent, brand management literature domains. The research findings demonstrate that a strategy such as rebranding can add significantly enhanced membership value, leading to increased levels of membership satisfaction. Additionally, with satisfaction proven as an antecedent of membership commitment, the importance of such improvements cannot be underestimated.