Research question
How does the satisfaction of the consumer impact on their loyalty towards their team?
Participant briefing
First of all, thank you for taking the short time to complete this survey. Once it has commenced, it should take no longer than 5 minutes to complete. I am currently conducting some research into how fan satisfaction impacts their loyalty towards their team for work that will contribute to my degree. My degree is predominantly in football business so I and my colleagues are conducting this research to hopefully gain a greater insight into what is important to maintain fan satisfaction and establish loyalty. The answers you give will remain completely confidential between me and my colleagues unless you wish to be contacted about the overall study findings. Should you wish to be informed of what we discover, please let me an email address at the end of we can enlighten you on what your answers have helped us discover. Finally, should you wish to stop answering the questions at any point you may, just simply tell me and the survey will finish. Once again, thank you for agreeing to take part, we shall now begin.
Notes-
• Read notes published next to the question before reading the question to participant as it may impact on the question being asked
• Do not influence any answers but you may act as a prompt where necessary
• Where ‘name team’ is applied to a question, insert name of team the participant has said they support at start of survey
1. Please state which team, from which sport, you support
…………………………………. ………………………………….
(team) (sport)
2. Into what age bracket do you fall?
0-19 20-29 30-39 40-49 50-59 60+
3. What is your gender?
Male Female
Attendance
4. How often do you watch (name team) through any means possible i.e. live, TV, stream, highlights etc…?
Every game Most games Some (50/50) Few/Rarely None
5. Do you have a season ticket/card?
Yes No
6. IF NO, what reasons prevent you from purchasing one? (Please state)
……………………………………………………………………………………………
7. How often do you attend home matches? (note- if answer to Q5 is ‘Yes’, do not presume they attend every home match and not ask, ask anyway and perhaps start with “Am I right in saying you therefore attend home matches regularly? If so, how often?”)
Every game Most games Some (50/50) Few games None
8. How often do you attend away matches?
Every game Most games Some (50/50) Few games None
9. Who do you attend matches with? (Please state) (note- if answers to Q7 and Q8 have been “none”, discard this question and move on to question 11)
……………………………………………………………………………………………
10. What is the main contributor for your own attendance at games?
Team success Social Loyalty/Support Cost Other (Please State)
………………………..
11. Would anything prevent you from attending matches? (Note- if answer to Q7 and Q8 was “none”, begin this question with the word “Does”. If participant answers this question with “No” then act as prompt with suggesting ideas i.e. cost, quality of performance etc… but remain unbiased at all times)
……………………………………………………………………………………………………………………………………………………………………………………
12. Could (name club) do anything extra to maintain or increase your attendance to matches or other club events i.e. player awards dinner or academy fixtures?
Yes No
13. If yes, what could they do? If no, move on to question 14.
…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
14. On a scale of 1 and 10, 10 being the highest, how satisfied do you feel, personally, with your clubs attendances both home and away?
Low High
State below the number chosen (plot on arrow for statistical analysis)
………….
Performance
15. How well do you think (name team) are performing this season?
Exceeding expectations above expectations as expected
under performing massively under performing
16. Has (name team) performance affected your attendance and if yes has it positively or negatively? (Please state which)
Yes No Positive Negative
17. If (name team) achieved a promotion or a trophy win or exceeded expectations in their table finish, would it affect your attendance the following season?
Yes No
18. If (name team) were to be relegated or failed to meet an expected league finish, would it affect your attendance the following season?
Yes No
19. On a scale of 1 to 10, 10 being the highest, how satisfied are you with how (name club) treats you on a match day? (note, if answer to Q7 and Q8 earlier in survey was “none”, move on to section 3: Pricing beginning Q21)
Low High
State below the number chosen (plot on arrow for statistical analysis)
………………..
20. What areas do you think the club do well in on a match day? (Please pick one if more than one apply)
Hospitality Food + Drink Fan segregation Fan involvement
Other (please state)
……………………………………………………………………………………………
21. If (name club) treated you badly and left you feeling unsatisfied with the overall service, would you have second thoughts about attending again?
Yes No
Pricing
22. Do you think (name club) current home ticket pricing is fair and ‘value for money’?
Yes No
23. If no, why? If yes, proceed to Q24.
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
24. How much do you spend on average supporting (name club) monthly? (merchandise, match day, tickets etc…)
£0-£49 £50-£99 £100-£149 £150-£199 £200+
25. How important is ‘value for money’ to you as a supporter?
Extremely Very Average Not Particularly Not at all
26. Which factor is most important to you so you feel you have received value for money? (note- if answer to Q25 was “not at all”, discard question and move on to section 4: involvement/contribution.)
Success on the pitch Quality of service Matchday experience
Other (please state)
……………………………………………………………..
27. If (name club) did not meet your expectations in regards to (name factor(s)) named in Q26, would it affect your loyalty and expenditure in the future?
Yes No
Involvement/Contribution
28. Are you part of any supporters club and if so, how long for?
Yes No How long for? (Please state)
…………………………………
29. Are you a member of (name club) and if so, how long for?
Yes No How long for? (Please state)
………………………………….
30. Do you follow your club through any social media platforms or contribute to online club forums?
Yes No
31. Are you satisfied with what (name club) does to get you involved and to feel a greater part of the club?
Yes No
32. How well do you think (name club) communicate with its fans on the whole?
Extremely Well Very Well Moderately Poor Extremely Poor
33. More so, how well do you feel they communicate with yourself?
Extremely Well Very well Moderately Poor Extremely Poor
34. (note- if answer to Q33 is “extremely well” or “very well” ask Q34, if answer to Q33 is “poor” or “extremely poor” ask Q35) If this became worse, could it potentially impact your loyalty?
Yes No
35. How does this impact your feelings and loyalty to (name club)?
Yes No
Satisfaction
36. On a scale of 1 to 10, 10 being the highest, how satisfied are you with the following
• Team success …………………
• Clubs general pricing policy ………………..
• Clubs contribution to its community …………………
• Clubs ambition and future goals …………………
• Your relationship with (name club) ………………..
That concludes the survey. Thank you once again for taking the time out to answer these questions; the answers will be vital in our research. If you would like to be contacted in the future about the findings of our study please let me take a phone number or an email address from you now.
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Thank you for taking part in our survey! Goodbye! I’ve attached the survey for our coursework to this email, try get it filled out by 10 or so people. Everyone will email you their findings so you can write your report, everyone’s emails are…
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