Sparka tränaren - En fråga om kommunikation En studie om svenska fotbollsfans syn på tränarbyten i Allsvenskan och hur kunskap om fanlojalitet kan förbättra kommunikationen mellan klubbar och fans

Sammanfattning: The purpose of the study was to explore to which degree swedish football fans believe in the idea that managerial change leads to greater results in football. It also investigates how much fan loyalty affects this belief. The study roots itself in previous work on managerial change literature and examines the phenomenon from a new perspective of fan loyalty. The thesis is of an empirical nature and data were collected about the opinions of fans through a survey, distributed through Swedish football internet forums. The results show that Swedish football fans seem to believe in the idea that managerial changes lead to improved results. The results are also suggesting that there might exist a correlation between this belief and level of fan loyalty. The belief in managerial change among football fans is suggested to be an explanation as to why football clubs often fire the manager in times of poor results. This even though statistics on managerial change in sports show no clear positive impact on results. The potential correlation between fan loyalty and the belief in managerial change suggests that football clubs should communicate decisions made differently to different groups of fans.