Exploring the customer satisfaction in a global context: The case of elite soccer league websites

This paper describes the use of Quality Function Deployment and Benchmarking technique to evaluate Sport Organizations Web sites, in the particular the case of Elite Soccer leagues. We used the 22 basic questions of WebQual 2.0 as the customer expectations; then, we evaluated the perceived quality and performance (customer satisfaction) of five professional soccer leagues websites. Using the dimensions of WebQual as the voice of the customers, we analyzed the impact of the website on the customers in order to evaluate the current online marketing strategy. Five international well known soccer teams from the most competitive and financially wealthy leagues are assessed using a survey. Data are collected from students using an on-line questionnaire and a Likert scale was used (1 to 5). Analyses of the results explain a rigorous and well planned marketing strategy in the professional leagues to keep the public informed and to increase the position of their brands. The findings and their implications for e-commerce and design of online marketing strategy are discussed and conclusions will be provided.