An exploratory study into supporter orientation in the League of Ireland : with specific interest in the factors of servicescape, competition, season structure and relationship marketing

Abstract

The purpose o f this research is to examine the factors that affect supporter orientation and the Football Association o f Irelands’ League o f Ireland, the national senior championship o f association football in the Republic in Ireland. Specifically the research paper examines servicescape, competition / season structure and relationship marketing between supporters and the League and its member clubs and how these factors impact upon supporter orientation. A literature review provides the foundation for the paper. Qualitative methodology was the approach taken to find primary information and examined three sample groups in relation to their perspective o f supporter orientation and the League o f Ireland. The research found that although on field activities such as quality and winning are the greatest attractions to supporters, o f f field factors, like servicescape, competition / season structure and relationship marketing between supporters and the League & its member clubs, do have an impact upon supporters perception o f the League o f Ireland. I f the League o f Ireland is more aware o f these o ff field aspects, the League can become more supporter orientated and by doing so, both retain and create supporters for the League o f Ireland.