Article
The purpose of the study is to to evaluate service attributes for football match attendees using an Importance-performancematrix and, on this basis, substantiate priorities for key decisions regarding the management of fan service quality.
Research Methods and Organization. A survey of spectators at the Gazovik Stadium was conducted during two FC Orenburg home matches in the Russian Premier League (2025-2026 season) using a questionnaire based on a 5-point Likert scale. Based on the data obtained, an Importance-performance matrix was constructed, serving as the basis for logically grounded practical recommendations.
Research Results and Discussion. Based on a review of domestic and international publications, fifteen service attributes offered to football stadium visitors were identified as key. Survey results provided the mean scores for the importance and performance levels of each attribute, which were required to construct the corresponding matrix. A modified version of the Importance-performance matrix was selected as the analytical framework, utilizing a coordinate system that the author considers best suited for addressing practical challenges. Using the resulting matrix, the study outlines potential strategic options for managing service attributes for football fans.
Conclusion. The application of the Importance-performance matrix enables a differentiated approach to managing service attributes at a football stadium, ensuring a necessary balance among key aspects of service delivery for match attendees. The study results indicate that this method can be effectively employed in service management for various sports and entertainment events, in conjunction with other qualitative and quantitative analysis techniques.
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