Analýza spokojenosti zákazníků fotbalového klubu

Abstract

This bachelor’s thesis focuses on measuring customer satisfaction within the specific context of a professional soccer club. The main objective of this thesis is to assess fan satisfaction and, based on the results of the questionnaire survey, to provide suggestions and recommendations for the club’s management. The theoretical section discusses concepts related to consumer behavior, the specifics of the sports environment, and loyalty building, and explains the theoretical foundations of the methods used to measure customer satisfaction. The practical section introduces the soccer club under study, describes the survey methodology, and focuses primarily on the analysis of the collected data. It examines the perception of the services provided in terms of previous spectator experience and the spatial segmentation of the stadium. The methods used to measure customer satisfaction include the ECSI method and the Customer Window. Based on the results of these analyses, specific solutions and strategies are recommended that should lead to increased fan satisfaction and deeper fan loyalty.