Customer-oriented strategy in Greek sport business sector: The case of the sport enterprise “Holmes place Glyfada”

Alkistis Papaioannou, Thanos Kriemadis, Georgia Yfantidou, Aikaterini Patrikiou, Vasiliki Avgerinou


The primary objectives of this research were: (a) to determine the extent to which the customer oriented strategy (customers’ perspective) is implemented to Greek sport business sector and more specifically in sport enterprise “Holmes Place Glyfada”, and (b) to investigate if differences exist between the customer oriented strategy (according to its members’ evaluation) and demographic characteristics of the participants (gender, work experience and educational level of the participants).

The particular research project is an on-going research and up to now data has been gathered from a random sample of 200 members of a large sport enterprise in Attica. For the purpose of this study a 43-item questionnaire, was used (developed by Whiteley 1991) focusing on customer oriented strategy and demographic characteristics of the participants, using a five point Likert scale. The reliability of the scale was found to be α= .95. Descriptive statistics and Pearson chi-square (χ2) statistics were used to examine variables relationship using SPSS software (version 22).

The results highlighted the strong and weak points of customer oriented strategy application by the sport enterprise and significant differences between the customer oriented strategy and demographic characteristics of the participants.

This study is useful in extending the concept of customer oriented strategy to the sport business sector. The study will be useful in helping managers to their further understanding of the customer oriented strategy process in their respective organization.


Customer oriented strategy; sport business; customers

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