engleski

Determinants of a sports fans’ loyalty to a sports club

Developing a loyal customer base is one of the goals of any business entity. If we focus on spectator-sports consumers - fans - previous research indicates that they are valuable to sport clubs because they contribute both directly and indirectly to the club’s revenue. There are many positive spin-offs associated with fans, such as providing free promotion for the sports club. Fans indirectly influence the various sponsors and media to take notice of the sports club, allowing the club to charge higher prices for the sale of its TV rights or sponsorship space. The main purpose of this paper is to investigate the determinants of sport clubs fans’ loyalty. The research methodology used previously established scales related to consumer motives in attending a sports game, satisfaction with the integral service experienced at the sporting event, identification with the sports club, and customer loyalty. The research was conducted on 155 fans of football club CFC Rijeka. The research results show that the most important motives for attending a sports match are enthusiasm for the game, pride in the local community and socializing with friends. Overall consumer satisfaction with stadium services has no influence on the general loyalty of CFC Rijeka fans. However, certain elements such as cleanliness of the stadium, comfort on the stadium and discipline of other fans in the stadium are highly related to sports fans’ loyalty. Moreover, research emphasises that highly identified fans are also very devoted to the sports club through their behavioural and attitudinal loyalty.

Loyalty ; Fans ; Satisfaction ; Identification ; Sport club

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