Open AccessIdentifying the Role of Digital Technologies in Sport Spectators Customer Experiences through Qualitative Approach
Author(s) -
Ekaterina Glebova,
Michel Desbordes
Publication year - 2021
Publication title -
athens journal of sports
Language(s) - English
Resource type - Journals
ISSN - 2241-7915
DOI - 10.30958/ajspo.8-2-3
Subject(s) - digital marketing , sports marketing , perspective (graphical) , digital transformation , sport management , field (mathematics) , marketing , consumption (sociology) , knowledge management , business , computer science , advertising , sociology , public relations , political science , relationship marketing , marketing management , world wide web , social science , mathematics , artificial intelligence , pure mathematics
The massive uptake of digital technologies has changed the way how fans and the sports service field communicate and interact. In the current paper, we would like to emphasize the role of technology holistically in sport spectators customer experiences (SSCX) as a "game-changer" marketing in sports and the digitalization of SSCX. In this paper, we aim to explore and qualitatively describe by interviewees verbatim how new technologies impact SSCX. It draws on the literature review, combined with the primary data collected on unstructured interviews with international sport management and technology experts (N=10). It brings sports marketing insights followed by examples from industry professionals. Iterative analysis of data combined with literature review let us achieve to outline the crucial points and trends of technological transformations in sports spectacle. We offer an updated perspective on the SSCX through the prism of the impact of digital technologies and reshaping sports consumption culture. To this end, we develop a conceptual model that captures the nature of modern SSCX influenced by digital technologies. Keywords: technological transformation, sports spectacle, customer experience, co-creation, connectivity