This
study was conducted in an attempt to examine effect of public relations
activities conducted in professional football clubs on fan satisfaction. In
this study, survey model was employed to uncover current situation. The
research sample was composed of a total of 699 fans (nmale=535 and nfemale=164)
including 200 Fenerbahçe fans (nmale=179 and nfemale=21),
100 Beşiktaş Fans (nmale=2 and nfemale=98), 201
Galatasaray Fans (nmale=178 and nfemale=23) and 198
Gençlerbirliği Fans (nmale=176 and nfemale=22), who were
selected with random sampling method from football teams played in Super Toto
Super League at Turkey Football Federation 2011-2012 Football Season. “Fan
Satisfaction Scale of Public Relations Activities” consisting of a total of 25
items and 5 sub-dimensions (recognition-identification, social responsibility,
service activity, corporate governance and sportive activity) was developed in
an effort to serve the purpose of the study. Research data were collected using
developed relevant scale and “Personnel Information Form”. In analyzing the data,
necessary statistical analyses were carried out in accordance with the rules
needed to be followed in the development process. Mann-Whitney U Test and
Kruskal-Wallis One-Way Analysis of Variance have been used, respectively, for
pairwise comparisons and multiple comparisons since all sub-dimensions were not
shown normal distribution after test of normality performing for sub-dimensions
of the scale that had provided its validity and reliability. Mann-Whitney U
Test was employed to determine this difference arising from which groups in the
cases where statistically significant difference was found in consequence of
Kruskal–Wallis one-way analysis of variance in multiple comparisons. α=0.05 was
chosen for level of significance in the study. As a result of the study, it was
determined that, on the one hand, team fans were “satisfied with” the
dimensions “recognition-identification, service activity, corporate governance
and sports activity" of Public Relations Activities performed by football
clubs which they support, on the other hand, they were “neither satisfied nor
dissatisfied with” the dimension “social responsibility”, namely, levels of
their satisfaction were lower than those of other dimensions. It was determined
that, on the one hand, the fans participated in the research differed
significantly in the sub-dimension “sportive activity" of Fan Satisfaction
Scale of Public Relations Activities according to the variable “gender”, on the
other hand, they did not differ significantly in other sub-dimensions according
to the variable “gender”. It was determined that the fans taken part in the
research differed significantly in all the sub-dimensions of Fan Satisfaction
Scale of Public Relations Activities according to the variables “age,
educational level and marital status”. It was determined that, on the one hand,
the fans involved in the research differed significantly in the sub-dimensions
“social responsibility, service activity and corporate governance” of Fan
Satisfaction Scale of Public Relations Activities according to the variable
“level of income”, on the other hand, they did not differ significantly in
other sub-dimensions according to the variable “level of income”.
Bölüm | Makeleler |
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Yazarlar | |
Yayımlanma Tarihi | 30 Nisan 2017 |
Yayımlandığı Sayı | Yıl 2017 Cilt: 19 Sayı: 1 |