College athletics departments are making more money than ever and spending it even faster (Fulks, 2017). As athletics departments look to increase their individual schools’ revenue year-to-year, ticket sales stands out as one of the only revenue streams without a long term contract. The current study examined the effect of relationship selling on several purchase behaviors in Division I college football. A study of over 90 FBS schools concluded the factor of customer disclosure predicted all football-related purchase behaviors, while interaction intensity was found as a non-predictor or even negative predictor. Cooperative intentions predicted some but not all behaviors. Cross-selling behaviors were uniquely predicted by agent disclosure, which did not predict any other outcomes, suggesting that while relationship selling may have a positive effect on the bottom line, not all factors are positive. Additionally, findings suggest positive selling relationships appear differently, cross-selling the customer to another sport.

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NCAA Division I 门票销售中关系销售有效性的检验

大学体育部门赚的钱比以往任何时候都多，而且花得更快（Fulks，2017 年）。由于体育部门希望逐年增加各自学校的收入，因此门票销售是唯一没有长期合同的收入来源之一。目前的研究考察了关系销售对一级大学橄榄球赛中几种购买行为的影响。一项针对 90 多所 FBS 学校的研究得出结论，客户披露因素预测了所有与足球相关的购买行为，而互动强度被认为是一个非预测因素，甚至是负预测因素。合作意向预测了一些但不是所有的行为。代理披露唯一地预测了交叉销售行为，它没有预测任何其他结果，这表明虽然关系销售可能对底线产生积极影响，但并非所有因素都是积极的。此外，调查结果表明积极的销售关系看起来不同，将客户交叉销售到另一项运动。