Lojalnost potrošača u sportskom marketingu

master's thesis

• Title: Lojalnost potrošača u sportskom marketingu : primjer sportskog tima
• Title (english): Customer loyalty in sports marketing : sports team example
• Author: Romana Dujmović
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Lojalnost potrošača predstavlja bitan faktor poslovanja, koji diferencira određenu organizaciju od drugih. Za sportski marketing, lojalnost potrošača je jedan od najbitnijih faktora jer sportski klubovi ovise o svojim potrošačima, posebno segmenta lojalnih potrošača. U radu se analiziraju i interpretiraju čimbenici koji imaju utjecaj na stvaranje lojalnih potrošača u segmentu sporta, pomoću istraživanja mišljenja sportskih obožavatelja i sportskih profesionalaca. Rezultati istraživanja prikazuju mišljenja sportskih profesionalaca o samoj važnosti lojalnih potrošača kako za industriju sporta tako i za njihove omiljene sportske timove putem izviđajnog istraživanja, te količinu lojalnosti sportskih obožavatelja prema omiljenom timu putem opisnog istraživanja. Interpretacijom spomenutih rezultata dolazi se do ključnih spoznaja o lojalnim potrošačima, odnosno do njihove izuzetne važnosti za daljnji razvitak sportskih klubova, njihove uključenosti u sportske događaje vezane za njihov omiljeni tim, te njihovu lojalnost prema omiljenom timu na koju rijetko koji interni ili eksterni faktor može utjecati.

Abstract (english)

Consumer loyalty is an important business factor, which differentiates a certain organization from others. For sports marketing, consumer loyalty is one of the most important factors because sports clubs depend on their consumers, especially the segment of loyal consumers. The paper analyzes and interprets the factors that have an impact on the creation of loyal consumers in the sports segment, using a survey of the opinions of sports fans and sports professionals. The results of the research show the opinions of sports professionals about the importance of loyal consumers for both the sports industry and their favorite sports teams through reconnaissance research, and the amount of loyalty of sports fans to their favorite team through descriptive research. Interpretation of the mentioned results leads to key insights into loyal consumers, i.e. their exceptional importance for the further development of sports clubs,
their involvement in sports events related to their favorite team, and their loyalty to a favorite team that can rarely be influenced by internal or external factors.

• Keywords: lojalnost potrošača; sport; sportski marketing; sportski tim; upravljanje marketingom
• Keywords (english): consumer loyalty; sport; sports marketing; sports team; marketing management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:448722
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-09-30 07:19:52