Nascar's “Customer Gap”: Are Fans’ Perceptions Keeping up with Their Expectations?

Abstract

While NASCAR is the largest spectator sport in the United States, it faces many challenges as it enters the new millennium. Increasing cost of race attendance, expansion, and a reorganization of corporate leadership are just a few of these challenges. This paper examines the expectations and perceptions of the NASCAR fan in this dynamic industry. Through a series of focus groups, we explore fan expectations and perceptions of both NASCAR and Winston Cup events. We look at how these expectations and perceptions are changing due to several factors, including the increasing cost of event attendance and the increasing corporate influence in the industry. Our results center around the idea that NASCAR's customer gap— the difference between fans’ expectations and their perceptions of what actually happens—is increasing. We conclude by offering suggestions to close this gap.

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