Customer Engagement at a Chosen Business Entity Focused on Sport
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F24%3A43908908" target="_blank" >RIV/60076658:12510/24:43908908 - isvavai.cz</a>
Result on the web
<a href="https://inproforum.ef.jcu.cz/artkey/inf-990000-0900_Proceedings.php" target="_blank" >https://inproforum.ef.jcu.cz/artkey/inf-990000-0900_Proceedings.php</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.32725/978-80-7694-102-1.12" target="_blank" >10.32725/978-80-7694-102-1.12</a>
Alternative languages
Result language
angličtina
Original language name
Customer Engagement at a Chosen Business Entity Focused on Sport
Original language description
Nowadays, a strong competitive environment prevails, and businesses are forcedto do their best to retain customers. Therefore, engagement marketing focuses not only onproducts or services offered but is characterized by building customer relationships viacustomer engagement. The research aims of this paper are to (1.) describe specific methodsand tools used for customer engagement at a chosen sports club and (2.) find out customers’preferences in the context of customer engagement. A mixed research approach was appliedto obtain data: a mix of qualitative content analysis and a quantitative online survey. As forresearch results, the following activities boosting customer engagement were detected firstly:(i.) sports club’s profiles on social networks and its websites, (ii.) workshops, seminars,lectures, and courses, (iii.) special offers, promotions, and discounts, and (iv.) charity eventsand support towards the local community. Secondly, customers of the chosen sports club feelmostly engaged and appreciate activities organized by the sports club.
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
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
INPROFORUM 2024. Proceedings of the 18th International Scientific Conference INPROFORUM. Entrepreneurship for Sustainability
ISBN
978-80-7694-102-1
ISSN
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e-ISSN
2336-6788
Number of pages
7
Pages from-to
83-89
Publisher name
Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta
Place of publication
České Budějovice
Event location
České Budějovice
Event date
Nov 7, 2024
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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