Business Advantages of Supporter Community ... - Supporters Direct

11 Supporter Satisfaction
Key question
Does community supporter ownership increase supporter
satisfaction
Key Findings
● In all areas, supporters of supporter community owned clubs tended to
be more satisfied than supporters of other clubs, although the variance in
categories of ‘overall off the pitch’ and ‘overall on the pitch’ was slim.
● The variance in satisfaction with the club’s customer-facing operations
was highest in favour of supporter community owned clubs in terms of
membership, consultation and merchandise.
● However, we must be aware of the ‘health warning’ on these statistics
because of the variance in response rates, the self selection nature of the
questionnaire and particularly low response rates for some clubs.
In our supporter survey we asked fans to rate how satisfied they were with a
range of areas of club operation. These were:
● Overall – off the pitch
● Overall – on the pitch
● Club Operations:
– Ticket Office
– Membership
– Merchandise
– Supporter consultation
– Match day /atmosphere
We take each of these in turn in the sections below.
Average Satisfaction Figures
Using responses we were able to score the average response from supporter
community owned clubs and others 13 . Below we provide a table of the
average score of responses from all the supporter community owned clubs
as well as all the other clubs.
13 Scores were based on the following responses: very satisfied (5); satisfied (4); neither
satisfied nor unsatisfied (3); unsatisfied (2) and very unsatisfied (1).
44 Supporters Direct Briefing Paper No.4