Customer engagement at a business entity in the field of sport
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
<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>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Customer engagement at a business entity in the field of sport
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
Customer engagement at a business entity in the field of sport
Popis výsledku anglicky
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.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2023
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
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
—
Počet stran výsledku
6
Strana od-do
123-128
Název nakladatele
Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta
Místo vydání
České Budějovice
Místo konání akce
České Budějovice
Datum konání akce
2. 11. 2023
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
—