Preliminary communication
https://doi.org/10.17818/DIEM/2026/1.9
MEMBERSHIP MODEL AS PART OF RELATIONSHIP MARKETING ON THE EXAMPLE OF FOOTBALL CLUB
Zoran Mihanović
; University of Split, Faculty of Economics, Business and Tourism, Croatia
Bruno Sarić
; University of Split, Faculty of Economics, Business and Tourism, Croatia
Abstract
Under increasing competitive pressure in the global market, companies are increasingly implementing relationship marketing strategies to establish long-term and profitable customer relationships. At the same time, the sports industry is experiencing rapid growth, while sports marketing is emerging as a distinct and specialized discipline within the broader field of marketing. Like other market-oriented organizations, sports associations and clubs apply membership models as a key relationship marketing tool to foster long-term, profitable relationships with customers and supporters. This study examines the factors influencing member satisfaction, differences in attitudes and behavior between members and non-members, and the factors affecting members’ identification with the organization. The research was conducted among fans of the Croatian football club Hajduk, including both members and non-members. Data were collected through a questionnaire distributed online and in person. The results indicate that member satisfaction is influenced more strongly by members’ involvement in the club’s operations than by the first team’s on-field performance. Furthermore, members are significantly larger consumers of club products than non-members and demonstrate a higher likelihood of long-term purchasing behavior. The findings also reveal a positive direct relationship between member identification and organizational satisfaction, organizational reputation, frequency of contact with the organization, and satisfaction with the benefits provided to members.
Keywords
relationship marketing in sports; member identification and satisfaction; football club Hajduk Split
Hrčak ID:
344342
URI
Publication date:
10.2.2026.
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