FAN EXPERIENCE MANAGEMENT IN THE OFFICIAL STORE OF UNIVERSITATEA CRAIOVA SPORTS CLUB: ONLINE AND OFFLINE PERSPECTIVES

Popescu Marius Catalin, Dumitru Roxana, Sandu Vlad Antonius, Popa Marian Gabriel, Diaconescu Dragos Laurentiu, Pasarin Leonardo Daniel, Tiu Roberto Nicusor and Costin Dan Eugen
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Popescu Marius Catalin: UNIVERSITY OF CRAIOVA, ROMANIA
Dumitru Roxana: UNIVERSITY OF CRAIOVA, ROMANIA
Sandu Vlad Antonius: UNIVERSITY OF CRAIOVA, ROMANIA
Popa Marian Gabriel: UNIVERSITY OF CRAIOVA, ROMANIA
Diaconescu Dragos Laurentiu: UNIVERSITY OF CRAIOVA, ROMANIA
Pasarin Leonardo Daniel: UNIVERSITY OF CRAIOVA, ROMANIA
Tiu Roberto Nicusor: UNIVERSITY OF CRAIOVA, ROMANIA
Costin Dan Eugen: DUNAREA DE JOS UNIVERSITY OF GALATI, ROMANIA

Annals - Economy Series, 2025, vol. 5, 85-97

Abstract: The digital transformation of sports organizations has reshaped fan engagement and merchandising practices, with official stores becoming a key link between clubs and their supporters. This study examines fan experience management in the official store of Universitatea Craiova Sports Club, taking into account both the physical and online dimensions. The research was based on a structured questionnaire applied between January and February 2025, from which 133 valid responses were collected. The instrument included questions on purchasing habits, frequency of visits, levels of satisfaction, and assessments of product quality, pricing, and staff interaction. The results show that supporters are generally highly satisfied with both forms of retail. The online store is valued for its accessibility, user-friendly design, and reliability, while the physical store is appreciated for the personal contact with staff members, many of whom share the supporters’ passion for the club. Textile products are the main driver of purchases, with online sales encouraged by convenience and special offers. Differences between age, income, and education groups highlight the importance of tailoring strategies to specific categories of fans. The findings suggest that official stores function not only as sales outlets but also as spaces that reinforce identity and community. Enhancing digital integration and adapting services to diverse audiences can strengthen loyalty and support sustainable revenue growth.

Keywords: Fan experience management; Officialstore; Online and offline retail; Fan loyalty, Community identity (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2025:v:5:p:85-97

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