Thematic analysis of effective and susceptible indicators of service specialization in sports academies

This study aimed to identify and qualitatively analyze the indicators for developing a service specialization model in sports academies based on customer typology. From a paradigmatic perspective, the research adopts a postmodern approach. The study is qualitative in nature, based on the type of data and research objectives, and was conducted using a Thematic Analysis approach. Data were collected through semi-structured interviews with experts in sports management, as well as managers of football and futsal academies. MAXQDA software was used to analyze the qualitative data. The findings revealed that customer understanding and analysis, service personalization, customer relations, training and skill development, technology and digitalization, environment and equipment design, marketing and branding, and culture and awareness-building significantly influence the specialization of services in sports academies. The results of this study can assist academy managers in designing and implementing personalized training programs tailored to the characteristics and athletic goals of each athlete, establishing and applying continuous feedback systems to monitor and enhance service quality, and increasing athlete loyalty by aligning services and facilities with individual needs, preferences, and motivations. Furthermore, the findings can support managers in identifying different target groups, providing appropriate supportive and motivational services, and enhancing the overall athlete experience within the academy environment, thereby facilitating strategic decision-making and continuous performance improvement.