In Pursuit of Understanding What Drives Fan Satisfaction

Hamburg University of Technology (TUHH), Management@TUHH Research Paper Series No. 7

26 Pages Posted: 26 Jul 2012 Last revised: 4 Feb 2014

See all articles by Marko Sarstedt

Marko Sarstedt

Otto-von-Guericke-Universität Magdeburg; University of Newcastle (Australia)

Christian M. Ringle

Hamburg University of Technology (TUHH); Waikato Management School

Sascha Raithel

Ludwig Maximilians University of Munich - Munich School of Management

Siegfried Gudergan

University of Technology Sydney (UTS)

Date Written: July 25, 2012

Abstract

With economic considerations exerting an ever-increasing influence on soccer clubs’ activities, fan satisfaction becomes an essential strategic management objective for these institutions. Despite this topic’s obvious relevance, the literature has paid little attention to the measurement of fan satisfaction. Based on a thorough literature review, as well as interviews with soccer fans and industry experts, this paper develops an analytical model for measuring soccer fan satisfaction (FANSAT). A large-scale sample of soccer fans permits subsequent application of the FANSAT approach. The impact-performance map results of the driver analysis show that stadium features, aspects of the stadium, club management, and fan-based support for the club are the most important determinants of fan attendance. The results of this study provide implications of major relevance for international sports organizations, national sports organizations, and clubs. FANSAT is useful beyond this application, and other sports disciplines can adopt this tool for measuring and improving their fans’ satisfaction.

Keywords: sports service, success drivers, fan satisfactions, PLS-SEM, impact-performance matrix analysis

Suggested Citation

Sarstedt, Marko and Ringle, Christian M. and Raithel, Sascha and Gudergan, Siegfried, In Pursuit of Understanding What Drives Fan Satisfaction (July 25, 2012). Hamburg University of Technology (TUHH), Management@TUHH Research Paper Series No. 7. Available at SSRN: https://ssrn.com/abstract=2117000 or http://dx.doi.org/10.2139/ssrn.2117000

Marko Sarstedt

Otto-von-Guericke-Universität Magdeburg ( email )

Universitätspl. 2
PSF 4120
Magdeburg, D-39106
Germany

University of Newcastle (Australia) ( email )

University Drive
Callaghan, NSW 2308
Australia

Christian M. Ringle (Contact Author)

Hamburg University of Technology (TUHH) ( email )

Schwarzenbergstr. 95 (D)
Hamburg, D-21071
Germany

HOME PAGE: http://www.tuhh.de/hrmo

Waikato Management School ( email )

Te Raupapa
Private Bag 3105
Hamilton, 3240
New Zealand

Sascha Raithel

Ludwig Maximilians University of Munich - Munich School of Management ( email )

Kaulbachstr. 45
Munich, DE 80539
Germany

Siegfried Gudergan

University of Technology Sydney (UTS) ( email )

15 Broadway, Ultimo
PO Box 123
Sydney, NSW 2007
Australia

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