The article presents a study on increasing the role of personalization and customer orientation as important factors in the satisfaction of the swimmer in the context of increasing competition in the market of swimming services. Personalization is justified as an important factor in the satisfaction of the swimming student, client-orientation is highlighted as one of the necessary elements of personalization, the qualities of the swimming coach that contribute to client-oriented service are described.
personalization, customer orientation, sport, coach, recreational swimming
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