Αθλητικό μάρκετινγκ και ποιότητα αθλητικών υπηρεσιών : η περίπτωση της ΚΑΕ Ολυμπιακός
KeywordsΑθλητικό μάρκετινγκ ; Ποδόσφαιρο ; Καταναλωτές ; Ικανοποίηση ; Ποιότητα υπηρεσιών ; Καλαθοσφαίριση ; Ολυμπιακός ; Sports ; Marketing ; Consumer ; Satisfaction ; Service quality ; Basketball ; Olympiacos
Sports is regarded as a leisure activity which holds a dominant position in the consumers’ preferences both in Greece and all over the world due to its ability to offer special experiences and to create intense sentiments. However, the managers’ effort to satisfy spectators’ desires is a really complicated task owing to both the plurality of alternative entertainment choices and the increased demands of spectators concerning the services offered in the stadium. The objective mentioned above can be achieved with the contribution of the sports marketing science which can succeed in remarkably improving the quality of the services offered in spectators and resulting in their satisfaction and their return in the stadium for future events which will take place. Concerning this thesis, it should be pointed out that it covers the theoretical background of the concepts of sports marketing and service quality while it takes place a primary research in order to investigate the quality of the services offered by the “Olympiacos Basketball Team to its fans and visitors to the stadium.