THE SATISFACTION OF FOOTBALL SPECTATORS IN MALE FOOTBALL CLUBS OF SIDAMA REGION IN ETHIOPIA PREMIER LEAGUE

Abstract

Football is one of the most popular games in the world, which is not simply played by the teams for entertainment only; it’s played because of its biggest role in terms of once economy, politics, social advantage. The purpose of this study was to assess the satisfaction of football spectators in male football clubs of Sidama Region in Ethiopia premier league. The study sought to assess were mainly focused on the current level of spectator satisfaction in terms of team performance, Desire of spectators to Stay at the stadium, Space allocation of play field, Facility parking, Facility aesthetics, seat comfort, Layout accessibility and team management. A cross-sectional survey research design was employed to implement the study. To realize the objective of the study simple random sampling method was implemented. To do so, a sample of 382 respondents was selected from the existing 8,600 spectators of the clubs depending up on Taro Yamane’s formula which is comprised of spectators of Ethiopia premier league participant male football clubs of Sidama Region (Sidama Buna and Hawassa City Football Clubs). A standard questionnaire was used to collect data. The collected data was analyzed and summarized through descriptive statistics of frequencies and percentages. Data presentation was carried out by tables. The variables' relationship was tested using the Chi-Square and logistic regression test at p < 0.05 level of association/agreement using SPSS 26. On the current status of satisfaction level of spectator, the findings revealed that the “consistent performance of the team, available enough walkways”, were viewed by a high proportion of the respondents as associated in determinant of satisfaction level of spectator. Regarding the major hindering factor, respondents identified the following problem, lack of advanced ticket selling system, lack of regulation number of spectator, and lack of communication among staff members are the major hindering factors to spectator satisfaction level. Based on the findings, it is recommended that the management of the club should give special consideration on the determinant of spectator satisfaction, and staff enforcement, to improve to high -level satisfaction. Further studies on identifying satisfaction level need to be carried out in other sports in Ethiopia