Customer satisfaction assessment and brand perception of a football school
Diogo José Ribeiro Gonçalves, Alan Carvalho Dias Ferreira
Abstract
The general objective of the study is to determine and analyze the perception of the brand of this club for its customers. The specific objectives are focused on: identifying and characterizing the sports organization's customers and building personas that allow the creation of personalized content; select dimensions of the service provided and assess consumers' perception; identify the value given by customers to the addition of new services. The results of the study offer a different perspective from previous studies, from the point of view of parents, who show greater interest in their students practicing a sport and are simultaneously looking out for their health and well-being, than precisely because they aspire to for them a career in football. Therefore, clubs should pay attention to this trend and try to respond to them. These principles apply both in Portugal and internationally, where opportunities, in financial terms and in terms of raw talent, present themselves as important growth prospects for the sports projects of Portuguese football clubs. To this end, the importance of developing and disseminating a differentiating brand, centered on customer needs, with quality and visible results is highlighted, allowing for an increase in the club's reputation and the opening of more football schools.
Keywords
References
Aaker, D. A. (1998). Marcas: Brand Equity: Gerenciando o valor da marca. Gulf Professional Publishing. https://books.google.com/books?hl=pt-PT&lr=&id=T9ptSlQBT78C&oi=fnd&pg=PA1&dq=marca&ots=Z7S8sTVTcT&sig=nrs2iI7loWBXTRe-QrjJli1MmiI
Aaker, D. A. (2009). Managing Brand Equity. Simon and Schuster. https://www.google.com/books?hl=pt-PT&lr=&id=r_TSY5sxnO8C&oi=fnd&pg=PT10&dq=managing+brand+equity+aaker+1991&ots=AxZLggDZT9&sig=_YLW_wSmfFhEfx-RrZGUBRmsvig
Abosag, I., Roper, S., & Hind, D. (2012). Examining the relationship between brand emotion and brand extension among supporters of professional football clubs. European Journal of Marketing, 46(9), 1233–1251. https://doi.org/10.1108/03090561211247810/FULL/HTML
Acharya, A. S., Prakash, A., Saxena, P., & Nigam, A. (2013). Sampling: Why and How of it? . Indian Journal of Medical Specialties, 4(2), 330–333. https://doi.org/10.7713/ijms.2013.0032
American Marketing Association. (2020). Branding | American Marketing Association. Branding. https://www.ama.org/topics/branding/
Antwi, B. B., & Hauso, L. R. (2018). PAY TO PLAY: Exploring parental motives to enroll children into commercial football academies in Norway. https://himolde.brage.unit.no/himolde-xmlui/bitstream/handle/11250/2572865/master_antwi.pdf?sequence=1
Arnett, D. B., & Badrinarayanan, Vishag. (2005). Enhancing customer-needs–driven CRM strategies: Core selling teams, knowledge management competence, and relationship marketing competence. Journal of Personal Selling & Sales Management, 25(4), 329–343. https://doi.org/10.1080/08853134.2005.10749068
Bastos, J. L. D., & Duquia, R. P. (2007). Um dos delineamentos mais empregados em epidemiologia: estudo transversal. Scientia Medica, 17(4), 229–232. https://revistaseletronicas.pucrs.br/ojs/index.php/scientiamedica/article/download/2806/7864/0
Baumann, C., Elliott, G., & Burton, S. (2012). Modeling customer satisfaction and loyalty: survey data versus data mining. Journal of Services Marketing, 26(3), 148–157. https://doi.org/10.1108/08876041211223951
Beccarini, C., & Ferrand, A. (2006). Factors affecting soccer club season ticket holders’ satisfaction: The influence of club image and fans’ motives. European Sport Management Quarterly, 6(1), 1–22.
Bouzaabia, R., Bouzaabia, O., & Capatina, A. (2013). Retail logistics service quality: A cross-cultural survey on customer perceptions. International Journal of Retail and Distribution Management, 41(8), 627–647. https://doi.org/10.1108/IJRDM-02-2012-0012
Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213–217. https://doi.org/10.1108/09596110110395893
Bradish, C., & Cronin Joseph J. (2009). Corporate social responsibility in sport. Journal of Sport Management, 23(6), 691–697.
Burns, A. C., Veeck, Ann., & Bush, R. F. (2019). Marketing Research (9th edition). Pearson.
Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 2(3), 244–249. https://doi.org/10.1177/002224376500200303
Cavalcanti, R. J. v. (2017). Ações para captação de renda e público pelo Botafogo Futebol Clube da Paraíba: bola dentro ou fora? https://repositorio.ufpb.br/jspui/handle/123456789/4381
Cevallos, D. M., Alguacil, M., & Moreno, F. C. (2020). Influence of Brand Image of a Sports Event on the Recommendation of Its Participants. Sustainability, 12(12). https://doi.org/10.3390/su12125040
Comité Olímpico de Portugal. (2015). Valorizar e afirmar socialmente o desporto: Um desígnio nacional. In comiteolimpicoportugal.pt. Disponível em: http://comiteolimpicoportugal.pt/wp-content/uploads/2015/03/Documento-Orientador-do-COP-sobre-a-situa%C3%A7%C3%A3o-desportiva-Nacional.pdf. Acedido a 29, 11, 2020.
Constantino, J. M. (2013). Dentro e fora do estádio: o espetáculo, a globalização e o seu significado social. Revista USP, 99, 31–44.
Costa, B. A. P. (2014). O impacto do Social Media Marketing na qualidade dos relacionamentos dos fans desportivos com os clubes de futebol. https://repositorium.sdum.uminho.pt/handle/1822/29352
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Dulock, H. L. (1993). Research Design: Descriptive Research. Journal of Pediatric Oncology Nursing, 10(4), 154–157. https://doi.org/10.1177/104345429301000406
Edvardsson, B., Gustafsson, A., & Enquist, B. (2007). Success factors in new service development and value creation through services. In Advances in services innovations. Springer. https://link.springer.com/content/pdf/10.1007/978-3-540-29860-1_9.pdf
Ejjaberi, E. A., Triadólvern, X. M., & Chueca, A. P. (2015). Customer satisfaction in municipal sports centres in Barcelona. Apunts. Educació Fisica i Esports, 109–117. https://www.cabdirect.org/cabdirect/abstract/20153138677
Emanuel, R., & Adams, J. N. (2006). Assessment & Evaluation in Higher Education Assessing college student perceptions of instructor customer service via the Quality of Instructor Service to Students (QISS) Questionnaire. Assessment & Evaluation in Higher Education, 31(5), 535–549. https://doi.org/10.1080/02602930600679548
F.C. Porto. (2020). FC Porto 2020/21: um equipamento para toda a “Nação Porto.” Disponível em: https://www.fcporto.pt/pt/noticias/20200703-pt-fc-porto-2020-21-um-equipamento-para-toda-a-nacao-porto. Acedido a 23,11,2020.
FIFA. (2020). The FIFA/Coca-Cola World Ranking - FIFA.com. https://www.fifa.com/fifa-world-ranking/
Fricker, R. D., & Schonlau, M. (2012). Advantages and disadvantages of Internet research surveys: Evidence from the literature. Field Methods, 14(4), 347–367. http://hdl.handle.net/10945/38734
Giese, J. L., & Cote, J. A. (2002). Defining consumer satisfaction. Academy of Marketing Science Review, 1(1), 1–22. https://www.researchgate.net/publication/235357014
Gladden, J. M., Milne, G. R., & Sutton, W. A. (1998). A Conceptual Framework for Assessing Brand Equity in Division I College Athletics. Journal of Sport Management, 12(1), 1–19. http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=830b6e18-c2fa-44c0-ac82-5d95dd9b6151%40pdc-v-sessmgr03
Grisaffe, D. B. (2007). Questions about the ultimate question: conceptual considerations in evaluating Reichheld’s net promoter score (NPS). Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 20(36).
Haigh, R. (2020). Football Annual 2020 | The Annual Brand Value Ranking. Disponível em: https://brandirectory.com/rankings/football/. Acedido a 6, 12, 2020.
Hamilton, D. F., Lane, J. v., Gaston, P., Patton, J. T., MacDonald, D. J., Simpson, A. H. R. W., & Howie, C. R. (2014). Assessing treatment outcomes using a single question: The Net Promoter Score. Bone and Joint Journal, 96 B(5), 622–628. https://doi.org/10.1302/0301-620X.96B5.32434
Heeringa, S. G., West, B. T., & Berglund, P. A. (2017). Applied survey data analysis. CRC Press.
Hill, N., & Alexander, J. (2000). Handbook of customer satisfaction and loyalty measurement. In Gower Publishing, Ltd. (Issue 7). https://doi.org/10.1108/ijrdm.2001.29.7.347.1
Javadein, S. R., Khanlari, A., & Estiri, M. (2008). Customer loyalty in the sport services industry: the role of service quality, customer satisfaction, commitment and trust. Journal of Human Sciences, 5(2).
Karjalainen, T. M., & Snelders, D. (2010). Designing visual recognition for the brand. Journal of Product Innovation Management, 27(1), 6–22. https://doi.org/10.1111/j.1540-5885.2009.00696.x
Koehler, M., & Lima, E. O. (2016). Apoio de uma rede para retenção de talentos em pequenos clubes de futebol. Revista de Ciências Da Administração, 19(49), 10–28. http://bibliotecatede.uninove.br/handle/tede/1461
Koh, E. T., & Owen, W. L. (2000). Descriptive Research and Qualitative Research. In Introduction to Nutrition and Health Research (pp. 219–248). Springer. https://doi.org/10.1007/978-1-4615-1401-5_12
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
KPMG. (2021). The European Champions Report 2021.
Krol, M. W., de Boer, D., Delnoji, D. M., & Rademakers, J. J. (2015). The Net Promoter Score–an asset to patient experience surveys? Health Expectations, 18(6), 3099–3109. https://doi.org/10.1111/hex.12297
Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: consumers’ conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47(3), 551–568. https://doi.org/10.1007/S11747-018-00625-7
Kurtzman, J., & Zauhar, J. (2005). Sports tourism consumer motivation. Journal of Sport and Tourism, 10(1), 21–31. https://doi.org/10.1080/14775080500101478
Lambert, V. A., & Lambert, C. E. (2012). Qualitative descriptive research: An acceptable design. Pacific Rim International Journal of Nursing Research, 16(4), 255–256.
Leblanc, G. (1992). Factors Affecting Customer Evaluation of Service Quality in Travel Agencies: An Investigation of Customer Perceptions. Journal of Travel Research, 30(4), 10–16. https://doi.org/10.1177/004728759203000402
Leoncini, M. P., & Silva, M. T. D. (2005). Entendendo o futebol como um negócio: um estudo exploratório. Gestão & Produção , 12(1), 11–23. https://www.scielo.br/scielo.php?pid=S0104-530X2005000100003&script=sci_arttext&tlng=pt
Lobato, P. L., Dias, T. R., & Teixeira, M. M. (2012). Futebol: A importância das ferramentas de gestão para o sucesso do negócio. Motricidade, 8(2), 240–248. https://www.redalyc.org/pdf/2730/273023568030.pdf
Lucena, J. P. de, & Casaca, J. (2013). Branding no futebol: O valor económico das marcas dos «três grandes» do futebol português. Revista de Gestão Dos Países de Língua Portuguesa, 12(3), 33–46. http://www.scielo.mec.pt/scielo.php?script=sci_arttext&pid=S1645-44642013000300005&lng=pt&tlng=pt
Madrigal, R. (1995). Cognitive and Affective Determinants of Fan Satisfaction with Sporting Event Attendance. Journal of Leisure Research, 27(3), 205–227. https://doi.org/10.1080/00222216.1995.11949745
Maslow, A., & Lewis, K. J. (1987). Maslow’s hierarchy of needs. Salenger Incorporated.
Matias, E. J. I. (2020). Estágio na Unlimited Group: a qualidade do serviço em clubes de futebol. https://www.repository.utl.pt/handle/10400.5/21069
McCarthy, J., Rowley, J., Ashworth, C. J., & Pioch, E. (2014). Managing brand presence through social media: The case of UK football clubs. Internet Research, 24(2), 181–204. https://doi.org/10.1108/IntR-08-2012-0154
McGlynn, J., Boneau, R. D., & Richardson, B. K. (2020). “It Might Also Be Good for Your Brain”: Cognitive and Social Benefits That Motivate Parents to Permit Youth Tackle Football. Journal of Sport and Social Issues, 44(3), 261–282. https://doi.org/10.1177/0193723520903226
Mcleod, S. (2007). Maslow’s Hierarchy of Needs. Simply Psychology.
Melo, R. A. dos S. R. de. (2007). O impacto do Euro 2004 na percepção da Marca Portugal. http://www.repository.utl.pt/handle/10400.5/871
Miranda, Y., Barros Filho, M. A., de Queiroz Pedroso, C. A. M., Silva, V. H. R., Sarmento, J. P., Biscaia, R., & Brandão, A. (2021). O VALOR DA MARCA DAS EQUIPES ESPORTIVAS PROFISSIONAIS NA PERSPECTIVA DO CONSUMIDOR: UMA REVISÃO INTEGRATIVA. Movimento (ESEFID/UFRGS), 27(27039). https://doi.org/10.22456/1982-8918.104762
Mohsin, A., & Lockyer, T. (2010). Customer perceptions of service quality in luxury hotels in New Delhi, India: An exploratory study. International Journal of Contemporary Hospitality Management, 22(2), 160–173. https://doi.org/10.1108/09596111011018160
Morley, M. (2016). The global corporate brand book. In Springer.
Morris, R., Tod, D., & Oliver, E. (2015). An analysis of organizational structure and transition outcomes in the youth-to-senior professional soccer transition. Journal of Applied Sport Psychology, 27(2), 216–234. https://doi.org/10.1080/10413200.2014.980015
Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis. SAGE Publishing, 19(2), 129–132. https://doi.org/10.1177/1362168815572747
Nicholls, J. A. F., Roslow, S., & Dublish, S. (1999). Brand recall and brand preference at sponsored golf and tennis tournaments. European Journal of Marketing, 33(3/4), 365–387. https://doi.org/10.1108/03090569910253198
Nolasco, C. (2004). Futebol: Desporto e emoção. Con (m) Textos de Sociologia, 3, 16–20.
Oliveira, J. C. P. de, Oliveira, A. L. de, Morais, F. D. A. M., Silva, G. M. D., & Silva, C. N. M. D. (2013). O questionário, o formulário e a entrevista como instrumentos de coleta de dados: vantagens e desvantagens do seu uso na pesquisa de campo em ciências humanas. In editorarealize.com.br (Vol. 3322, Issue 83).
Ornelas, K. dos S. (2019). Personas : a importância da sua criação na otimização de um website : caso TAP air Portugal. https://run.unl.pt/handle/10362/71586
Peirce, C. S. (1992). The essential Peirce: selected philosophical writings (Vol. 2). Indiana University Press.
Piovesan, A., & Temporini, E. R. (1995). Pesquisa exploratória: procedimento metodológico para o estudo de fatores humanos no campo da saúde pública. Revista de Saúde Pública, 29(4), 318–325. https://www.scielo.br/scielo.php?pid=S0034-89101995000400010&script=sci_arttext
Reichheld, F. (2011). The ultimate question 2.0 (revised and expanded edition): How net promoter companies thrive in a customer-driven world. Harvard Business Review Press.
Richelieu, A., & Desbordes, M. (2009). Football teams going international - The strategic leverage of branding. Journal of Sponsorship, 3(1).
Robinson, L. (2006). Customer Expectations of Sport Organisations. European Sport Management Quarterly, 6(1), 67–84. https://doi.org/10.1080/16184740600799204
Rossi, C. A. V., & Slongo, L. A. (1998). Pesquisa de satisfação de clientes: o estado-da-arte e proposição de um método brasileiro. Revista de Administração Contemporânea, 101–125.
Ross, S. D. (2006). A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management, 20(1), 22–38.
https://www.sciencedirect.com/science/article/pii/0022435993900032
Santos, D. P., & Santana, L. S. (2016). Marketing Empreendedor e vantagem competitiva: analisando as influências dos stakeholders em escolas de futebol. http://repositorio.uninove.br/xmlui/handle/123456789/1103
Santos, J. R. C. D. (2009). Atributos da qualidade da competição desportiva escolar: estudo comparativo entre as percepções dos praticantes e respectivos encarregados de educação. https://repositorio.uma.pt/handle/10400.13/43
Saueressig Neto, E. E. (2011). Marketing esportivo: uma análise das expectativas dos consumidores do futebol brasileiro. https://bdm.unb.br/handle/10483/2411
Sauer, P., Spradley, B. D., & Cromartie, F. J. (2017). Influence of service in a sports environment: Case study on Borussia Dortmund. The Sport Journal. https://thesportjournal.org/article/tag/customer_satisfaction/
Shakina, E., Gasparetto, T., & Barajas, A. (2020). Football fans’ emotions: Uncertainty against brand perception. Frontiers in Psychology, 11, 659. https://doi.org/10.3389/FPSYG.2020.00659/FULL
Shilbury, D., Quick, S., Funk, D., Westerbeek, H., & Karg, A. (2020). Strategic sport marketing. Routledge.
Smith, I. (2012). Meeting customer needs. Routledge.
Theodorakis, N. D., & Alexandris, K. (2008). Can service quality predict spectators’ behavioral intentions in professional soccer? Managing Leisure, 13(3–4), 162–178.
Theodorakis, N. D., Alexandris, K., & Ko, Y. J. (2011). A service quality framework in the context of professional soccer in Greece. International Journal of Sports Marketing and Sponsorship, 12(4), 337–351.
Theodorson, G. A., & Theodorson, A. G. (1969). A modern dictionary of sociology. Crowell.
Timoshenko, A., & Hauser, J. R. (2019). Identifying Customer Needs from User-Generated Content. Marketing Science, 38(1), 1–20. https://doi.org/10.1287/mksc.2018.1123
van den Bosch, A. L., de Jong, M. D., & Elving, W. J. (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10(2), 108–116. https://doi.org/10.1108/13563280510596925
Vieira, V. A. (2002). As tipologias, variações e características da pesquisa de marketing. Revista Da FAE, 5(1), 61–70.
Villarejo Ramos, Á. F., & Velicia Martin, F. A. (2007). A proposed model for measuring the brand equity in sports organizations. Revista Internacional de Economía y Empresa, 331–374.
Walker, M., & Kent, A. (2009). Do fans care? Assessing the influence of corporate social responsibility on consumer attitudes in the sport industry. Journal of Sport Management, 23(6), 743–769.
Walsh, P., Kim, Y., & Ross, S. (2008). Brand Recall and Recognition: A Comparison of Television and Sport Video Games as Presentation Modes. Sport Marketing Quarterly, 17(4). https://www.researchgate.net/publication/265671838
Watson, R. (2015). Quantitative research. Nursing Standard, 29(31), 44.
Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes. Journal of Marketing Research, 24(3), 258. https://doi.org/10.2307/3151636
Williams, J., & Chinn, S. J. (2010). Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers. Intemationai Joumal of Sport Communication, 3, 422–437. Disponível em: https://journals.humankinetics.com/view/journals/ijsc/3/4/article-p422.xml. Acedido a 29, 11, 2020.
Wottrich, L., Mazer, D. H., Clara, M., Monteiro, S., Coruja Da Fonseca, P., Teodoro Da Silva, R., & Moralejo Da Costa, S. (2019). A definição do problema e dos objetivos de pesquisa: reflexões sobre o fazer metodológico na Comunicação 1.
Yüksel, A., & Rimmington, M. (1998). Customer-satisfaction measurement: Performance counts. Cornell Hotel and Restaurant Administration Quarterly, 39(6), 60–70. https://doi.org/10.1177/001088049803900611
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1–12. https://doi.org/10.1177/0092070393211001
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster.
Submitted date:
10/06/2021
Accepted date:
12/03/2021
