Analýza image sportovního klubu

Abstract

The aim of this study is to understand the image of FC Banik Ostrava amongst fans and non supporters participating in this survey. In this work, emphasis is placed on finding problematic factors that negatively affect the perception in the eyes of customers. To achieve this, an objective method of electronic polling was used, in which individual respondents answered questions, focusing on the analysis of the various factors affecting the image of the club. After collecting the data, analysis was used in SPSS, which examined responses to individual questions and these questions were subsequently evaluated and graphically presented. The key finding from this analysis is the fact that the biggest problem in the eyes of both fans and the remaining respondents is club management. To improve the image of the club, according to more than 54% of respondents, there would need to be a change in leadership of the club. The most mentioned reason for this was the poor communication with fans and unprofessional conduct of club management. For other respondents the biggest problem for the image of the club FC Baník Ostrava is its fans. Nearly 25% of respondents judged the impact of the image of the club fans as being the worst possible negative affect. In conclusion, some recommendations have been made to improve the image of the club. The most signifigant recommendation is to improve communication between the club and the fans. A specific example is to have regular joint discussions with the management of the fans.