探索精英足球球迷客户参与的前提和结果

Q3 Business, Management and Accounting Services Marketing Quarterly Pub Date : 2023-05-04 DOI:10.1080/15332969.2023.2207433

Erik Winell

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引用次数: 0

摘要

摘要由于客户参与（CE）推动品牌忠诚度和口碑，它是品牌成功的基础。然而，尽管之前的研究已经考察了CE的性质，但很少有人探讨CE对焦点公司或品牌以外的参与者的影响。因此，本研究分析并比较了两种类型的CE的前因和结果：与焦点品牌的CE（CEF）和与其他客户的CE（CEC）。对2031名瑞典精英足球客户进行了SEM模型调查和分析。研究结果表明，CEC对品牌忠诚度和口碑的影响比CEF更重要。

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Exploring Antecedents and Outcomes of Customer Engagement Among Elite Football Fans

Abstract As Customer Engagement (CE) drives brand loyalty and word-of-mouth, it is fundamental to the success of brands. Yet, while previous studies have examined the nature of CE, few have explored CE toward actors other than the focal firm or brand. Therefore, this study analyses and compares antecedents and outcomes of two types of CE: CE with a focal brand (CEF), and CE with other customers (CEC). 2031 customers of Swedish elite football were surveyed and analyzed in a SEM-model. Among others, the results indicate that CEC is more important to brand-loyalty and word-of-mouth than CEF.

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.