Customer Engagement at a Chosen Business Entity Focused on Sport

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Customer Engagement at a Chosen Business Entity Focused on Sport

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Customer Engagement at a Chosen Business Entity Focused on Sport

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

INPROFORUM 2024. Proceedings of the 18th International Scientific Conference INPROFORUM. Entrepreneurship for Sustainability

ISBN

978-80-7694-102-1

ISSN

—

e-ISSN

2336-6788

Počet stran výsledku

7

Strana od-do

83-89

Název nakladatele

Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

7. 11. 2024

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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