STUDY ON THE IMPACT OF PUBLICITY ON DEMAND MANAGEMENT EVIDENCE FROM A ROMANIAN PRIVATE SPORTS CLUB

Liviu Ilie?, Hora?iu C?t?lin S?l?gean and Cosmin Moca

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2014, vol. 8, issue 1, 1040-1050

Abstract: The present research attempts to identify the impact of publicity on business demand in order to improve in order to improve the private sports clubs management. The study allowed an in-depth analysis on customer perception regarding the informative character of publicity, the attractiveness and credibility of the publicity message, respectively, confidence, design and easy access of webpage in a Romanian private tennis club. The study aims to analyze the individual impact of the variable publicity on the variable demand, identifying important information regarding the quality assurance and the customer perception improvement of sports club services with effects in increasing demand and increasing customer loyalty. The study was based on an exploratory type of research, realizing on the random sample consisting of 200 actual and potential clubs customers (which represents 200 valid questionnaires). The study revealed the fact that between private sports club publicity and its demand is a strong correlation, thus, the publicity explains the variation of private sports club demand.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:8:y:2014:i:1:p:1040-1050

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