FEEDBACK FROM CONSUMERS IN THE MARKETING OF PHYSICAL EDUCATION AND SPORTS SERVICES (USING THE EXAMPLE OF ATHLETICS ARENAS IN ST. PETERSBURG)

Maslennikov A. V., Fedorchenko N. V.

Marketing activity is an important factor in the management of sports industry organizations in the provision and implementation of physical education and sports services. At the same time, many organizations ignore the management opportunities that can be provided by analyzing customer opinions, needs and impressions. In the realities of today's competitive sports market, organizations cannot afford to remain ignorant of what consumers think about them, so managers need to analyze consumer feedback regularly. The article proposes a methodology for analyzing online consumer reviews and contains an example of the application of this methodology to assess the feedback communications of consumers of athletics arenas in St. Petersburg.

Keywords:sports management, marketing in sports, physical culture and sports services, reverse marketing in sports, athletics arena