An Investigation of the Customer Orientation of Professional Sports Organizations: Development of the Sports Fan Orientation Scale (SFOS)

Abstract

ABSTRACT Professional sports marketers face a dynamic and challenging marketplace that offers fans a variety of relatively expensive entertainment venues. Professional sports organizations are showing increasing interest in the marketing concept and a focus on consumer orientation. The primary objective in this study was to develop and empirically test a multi-item scale called the Sports Fan Orientation Scale (SFOS). The results of the study showed that the SFOS demonstrated adequate internal reliability. Implications of the results and managerial applications for the new scale are discussed. Finally, avenues for future research are presented.