Determinants of customer experience in sport events

Abstract

The purpose of the study was to understand what factors influence customer experience in sport events context within customer journey perspective. Moreover, it was essential to investigate the holistic nature of customer experience phenomenon in the given context. Specifically, the study investigated how determined factors influence customer experience within customer journey and in multichannel environment. The research contains both literature review on relevant concepts, that was a base for creating customer experience model, and empirical investigation, where interview method was implemented to collect qualitative data for deeper understanding of the phenomenon.

The main factors (touchpoints) through which interactions between the sport spectators and sport organizations occur were identified as technological, organizational, social, sport performance and external. They were tested within customer journey perspective that contains three stages: pre-event, event and post-event. The main finding is that sport spectators experience interactions through these touchpoints on every stage of their journey. Moreover, all of the touchpoints can be encountered several times and on each journey stage.