Customer engagement at a business entity in the field of sport
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F23%3A43906966" target="_blank" >RIV/60076658:12510/23:43906966 - isvavai.cz</a>
Result on the web
<a href="https://omp.ef.jcu.cz/index.php/EF/catalog/book/88" target="_blank" >https://omp.ef.jcu.cz/index.php/EF/catalog/book/88</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.32725/978-80-7694-053-6.19" target="_blank" >10.32725/978-80-7694-053-6.19</a>
Alternative languages
Result language
angličtina
Original language name
Customer engagement at a business entity in the field of sport
Original language description
Customer engagement captures interactions among customers and companies (brands). It is one of the hot topics, also thanks to the development of various social networks, enabling an easy and fast realization of customer-brand interactions. This paper is designed as a case study describing the phenomenon of customer engagement at a chosen business entity in the field of sport. A particular hockey club from the Czech Republic was selected as an example. The aim was to identify ways and methods of engaging sports customers at the chosen business entity. A mixed research approach was used to obtain data: it was a mix of an online survey, content analysis of relevant materials, and semi-structured interviews with two managers from the chosen hockey club. Results indicate that there is a range of engaging activities, both online and offline. Overall, respondents think they are sufficiently engaged in the company's activities (92%), in which social networks play an important role in engaging customers at the analyzed company.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 17th International Scientific Conference:Challenges and Opportunities in the Digital World.
ISBN
978-80-7694-053-6
ISSN
2336-6788
e-ISSN
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Number of pages
6
Pages from-to
123-128
Publisher name
Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta
Place of publication
České Budějovice
Event location
České Budějovice
Event date
Nov 2, 2023
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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