MEMBERSHIP MODEL AS PART OF RELATIONSHIP MARKETING ON THE EXAMPLE OF FOOTBALL CLUB

Under increasing competitive pressure in the global market, companies are increasingly implementing relationship marketing strategies to establish long-term and profitable customer relationships. At the same time, the sports industry is experiencing rapid growth, while sports marketing is emerging as a distinct and specialized discipline within the broader field of marketing. Like other market-oriented organizations, sports associations and clubs apply membership models as a key relationship marketing tool to foster long-term, profitable relationships with customers and supporters. This study examines the factors influencing member satisfaction, differences in attitudes and behavior between members and non-members, and the factors affecting members’ identification with the organization. The research was conducted among fans of the Croatian football club Hajduk, including both members and non-members. Data were collected through a questionnaire distributed online and in person. The results indicate that member satisfaction is influenced more strongly by members’ involvement in the club’s operations than by the first team’s on-field performance. Furthermore, members are significantly larger consumers of club products than non-members and demonstrate a higher likelihood of long-term purchasing behavior. The findings also reveal a positive direct relationship between member identification and organizational satisfaction, organizational reputation, frequency of contact with the organization, and satisfaction with the benefits provided to members.