CUSTOMERS’ PERFORMANCE EXPLORING IMAGE OF WOMEN’S VOLLEYBALL IN LITHUANIA

References: 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017, www.sgemsocial.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-17-1 / ISSN 2367-5659, 24 - 30 August, 2017, Book 1, Vol 5, 279-286 pp, DOI: 10.5593/sgemsocial2017/15/S05.036

ABSTRACT

Customer orientation is essential for long term success competing between sports organizations in this dynamic business world. Customer performance might be essential providing competitive advantage of sport’s organization. Accordingly customer orientation in strategy might create value for the customers and increase customers’ loyalty.
Customers’ of sport’s organization might behave differently according to the type of sport and even gender of sport’s team. In this case customers’ (fans’) performance of women’s volleyball is analyzed as important factor exploring its image.
The aim of this article is to determine customers’ performance of women’s volleyball in Lithuania.
Accordingly there was used a quantitative research method with women’s volleyball customers. During survey there were questioned 112 respondents. The coefficient of Cronbach-alpha for questionnaire was 0.919.
The results of the research showed that the main customers of women’s volleyball are retired professional players of volleyball and their family members. Accordingly their interest to women’s volleyball is personal and influence by family culture. Thus there could be stated that respondents were deeply introduced with this game and its management. For this reason they were assumed as experts of women’s volleyball.
According to respondents opinion there were found very strong and statistically significant correlation among image of women’s volleyball and several factors as sport’s events, sport’s facilities, team players, and sport’s culture.

Keywords: customer performance, fans, image of volleyball, management of women’s sport.