Web interfaces for e‐CRM in sports: Evidence from Romanian Football

Vlad Roșca
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Vlad Roșca: Bucharest University of Economic Studies, Bucharest, Romania

Management & Marketing, 2014, vol. 9, issue 1

Abstract: The commercialization of Romanian football has gained momentum during the past decade, as local clubs increasingly focused their efforts on marketing. At the same time, Romanian customers’ access to Internet has improved. The aim of this paper is to explore the nature of Romanian football club websites from a customer (fan) relationship management perspective. The research sets to investigate the level of customer‐orientation embedded in the design of club websites and the opportunities of establishing long‐term relationships with fans these websites provide. Therefore, the literature review tries to bring into foreground the importance electronic solutions play for CRM, and their applicability to the sports environment. A content research based on secondary data and website evidence, which were later integrated in computations so as to obtain quantitative evidence, has been chosen as a research method. Results show that while clubs use their websites as informational platforms, several issues have to be addressed regarding the use of websites as bonding factors between clubs and fans. Areas such as website functionality and emotionality could be improved so as to draw more attention from the fans. The research also reveals that Romanian clubs have failed to implement business solutions to help fans buy online merchandise products, which would also increase the revenues of the football clubs.

Keywords: sports marketing; customer relationship management; online marketing; relationship marketing; football. (search for similar items in EconPapers)
Date: 2014
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