Research Abstract
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This thesis studied how a customer profile of Finnish football spectators could be used as the basis for customer relationship management. The author conducted a survey of 1424 spectators of a Finland vs Greece Euro 2016 qualifying match. The results showed that the typical spectator is a 30-40 year old married man living in the metropolitan area who has a university degree and works in a leadership position. The profile included demographic, satisfaction, motivations for attending, and willingness to recommend information. This data collection could form the basis for a CRM system. The thesis concluded the profile and perspectives studied justified using a CRM approach and future research could analyze buying behavior and potential new customers.
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Research Abstract
- 1. Description Author(s) Palsa, Jami Type of publication Bachelor’s thesis Date 16.3.2015 Language of publication: English Number of pages 97 Permission for web publi- cation: x Title of publication Customer Relationship Management in Sport Business Case: The Spectator Profile of the Finnish National Football Team Degree programme Degree Programme in Business Administration Tutor(s) Rasku, Risto Assigned by The Football Association of Finland Abstract The purpose of the research was to study how a determined Finnish football spectator profile could be used as the basis of customer relationship management. The collected customer data of the research included the specific information which can be used as the basis of systematic data collection and implementation of CRM-system. In the study, the profile of a typical Finnish football spectator included customer information about their socio-economics, satisfaction levels, attendance motives and willingness to recommend a particular event. The data of the football spectators that was collected, was discussed in terms of customer relationship management in sport business. The research was conducted after a EURO2016-qualifying match event Finland against Greece which was played on 11 October 2014 at the Helsinki Olympic Stadium. The imple- mented customer questionnaires were sent to 6912 spectators via the Webropol Online survey system on 16 October 2014. The contact information of 6912 spectators was pro- vided by Lippupalvelu Oy Ltd. 1424 respondents filled in the customer questionnaire be- tween 16 October 2014 and 26 October 2014. The research results indicated that, according to socio-economics, the most typical football spectator of the men’s national football team of Finland is 30 to 40 year-old married man living in the Metropolitan area. Furthermore, he has graduated from a university and is working in a leading position. In addition to the profile, the perspectives of the satisfaction levels, the attendance motives and the willingness to recommend were justified as the basis of customer relationship management. In the future, it would be possible to continue the study by analyzing the buying behavior of sport customers in terms of more effective customer relationship management. Fur- thermore, a future study on the potential customers of sport events can be utilized in fan relationship management. Keywords/tags (subjects) sport business, football, sport consumer, sport customer, customer relationship manage- ment, fan relationship management Miscellaneous