eThesis - School of Business electronic theses

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Abstract Team sport has become driven by commercial drivers, and increasingly clubs operate as limited companies. In sport there are obviously other drivers than just pure economic success that are also present in the environment. However, it seems to be extremely difficult to operate profitably in team sport business. In general Finnish team sport businesses seem to underperform in business terms, and therefore the topic is particularly relevant. Indeed, relatively little academic research has been made in this field. This research is looking for insight in how consumer customer relations could be enhanced in team sport leading to more sustainable business operations.

The research strategy A literature review is included in the research, which pays attention particularly on three subjects. The characteristics of team sport products are discussed. This is followed by review of team sports’ customers. Then special features of customer relations in a sport context are explored. Based on the review, a theoretical framework is constructed, which identifies five facets explaining different fans’ motivation to attend games. Also central elements in fans’ management are noticed. The framework is tested in a quantitative survey research. Based on survey results one strategy to classify fans is presented and elements explaining their attendance-motivations are discussed. The results provide views for customer relation enhancement in team sport context.

Implications The study identifies features which particularly explain the behavior of specific fan classes, and considers how their relations could be enhanced. In the end, the research suggests that building strong club identity and inclusive strategies are central in the enhancement of team sport customer relations.