Customer relationship management in sport management

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Chapter 5 in Services in Sport Management, 2024, pp 96-124 from Edward Elgar Publishing

Abstract: The chapter unfolds with a focus on customer retention through relationship marketing in sports, emphasizing the pivotal role of sustained connections in the dynamic sports industry. A systematic exploration of the components of CRM specific to sport marketing ensues, followed by a detailed examination of the steps of CRM and the CRM business cycle. The narrative extends to customer relationship analytics, elucidating the analytical tools essential for effective relationship management. Additionally, the concept of the lifetime value of a customer is expounded upon, highlighting its utility for sport marketing professionals in cultivating enduring and profitable customer relationships. The chapter fulfills its objectives by elucidating the service-profit chain model, identifying CRM components, discussing CRM steps and the business cycle, illustrating customer relationship analytics, and delineating the concept and practical relevance of lifetime value of a customer in the context of sport management.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2024
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