Měření spokojenosti fanoušků hokejového klubu

Abstract

This bachelor thesis focuses on measuring fan satisfaction in the ice hockey club HC Oceláři Třinec, a long-standing top performer in the Czech Tipsport Extraliga. The aim of the thesis is to examine how fans perceive various aspects of their experience when attending home games, to identify discrepancies between expectations and actual experience, and to propose specific measures to improve satisfaction and strengthen loyalty. The theoretical part introduces key concepts related to customer behavior, perceived value, satisfaction, and the characteristics of services, all of which are contextualized within the sports environment. The practical part is based on quantitative research conducted through an online questionnaire distributed among the club's fans. The core of the analysis is the importance–satisfaction model, which enables the identification of areas where the greatest mismatch occurs between the perceived importance of certain factors and the fans’ actual satisfaction. The results highlight the club’s strengths (e.g., team performance, arena atmosphere) as well as its weaknesses (e.g., refreshments, community involvement) that affect the overall fan experience. In the final part of the thesis, specific recommendations are formulated to help the club strengthen its relationship with fans, increase their loyalty, and maintain high attendance in the long term.