«Customer Oriented Strategy and Business Performance in Mini Football Clubs of Greece»

The primary purposes of this study were: (a) to determine the extent to which customer oriented strategy  is implemented  to Greek sports clubs of mini football, and (b) to examine the relationship between customer oriented strategy used by Greek sports clubs of mini football and business performance (profit, ROI, sales volume and market share). The study was a quantitative design using descriptive statistics and Pearson chi-square (χ2) statistics to examine the purpose of the study. A sample of 96 managerial and technical directors of 32 sports clubs of mini football was surveyed using a questionnaire, developed by Whiteley (1991). The results of this study indicated that customer oriented strategy is applied to a large extent by Greek sports clubs of mini football. In addition, the present study supported that there were significant and positive relationships between the customer-oriented strategy and business performance of Greek sports clubs of mini football. This study is useful in extending the concept of customer oriented strategy to sport sector. The study will be useful in helping sport directors to their further understanding of the customer oriented strategy process in their respective sport organizations.