Identificação com o time, satisfação e lealdade: um estudo com torcedores de clubes brasileiros de futebol

Abstract

In Brazil, soccer is a successful sport, with several traditional teams and a large numbers of fans. Soccer teams management, however, still needs further development given the transformations that has required from professionals involved more than the knowledge about what happens “inside the field”. More than just a sport, soccer has become a business. Based on this context, this research aims to analyze the brazilians fan's identification with their favorite club, satisfaction with team performance, satisfaction with their products/services, satisfaction with the stadium and satisfaction with the fan membership program, in addition to the loyalty of these individuals to your favorite team. Characterized as a descriptive-quantitative, this research is relevant as Brazilian fans are still little explored by systematic scientific studies capable of expanding knowledge about their consumption behavior. Data collection was carried out through the application of an online form that covered a final sample of 336 people. REsults revealed that the most identified fans consume more of the club's products, the traffic around the stadium is the factor that generates much more dissatisfaction among the fans, that the fans showed themselves to be identified and loyal to the their times and that this loyalty is independent of the results obtained by the team on the field.