ABSTRACT
Sport in the Czech Republic has become a part of lifestyle. That is the reason why people use a lot of sport and sporting services, thanks to which they can take up a specific sporting activity for a certain payment. Among the highest values within image are indicators examining "organization awareness" and "range of sport activities". Other measurable variables are "trust" which is highly important for all firms or companies. Although the electronic form of questioning offers an easy and fast way to address the respondents, without being limited by their place of residence, it poses certain problems because the system of sending the link to the questionnaire to the clients is quite complicated. The most important step when applying the European Customer Satisfaction Index (ECSI) to any new area and thus modifying it is to create a set of adequate measurable variables, according to personal experience.
