Customer Engagement in Sport: An Updated Review and Research Agenda

in Journal of Sport Management
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  • 1 School of Economics, Finance & Marketing, RMIT University, Melbourne, VIC, Australia
  • | 2 Department for Health, Faculty of Humanities and Social Sciences, University of Bath, Bath, United Kingdom
  • | 3 Department of Sports and Health Studies, Hosei University, Machida, Tokyo, Japan
  • | 4 Adelaide Business School, University of Adelaide, Adelaide, SA, Australia
  • | 5 Department of Tourism, Sport, and Hotel Management, Griffith Business School, Griffith University, Gold Coast, QLD, Australia
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Customer engagement (CE) is an emerging perspective that provides a holistic view of the ways in which customers’ interactive experiences with organizations create value for both the parties. Central to this, is the need to develop an understanding of why a customer would choose to invest their resources (cognitive, emotional, and behavioral) with an organization, to be able to better facilitate this engagement and properly value the outcomes from it. Sport, with its inherently strong interactions for both participants and fans, would seem an ideal setting to study CE. To date, however, the CE work in sport domains has largely followed established paths. Given CE’s potential to unify many disparate areas of sport research, this paper presents a comprehensive review of the CE work to date and highlights several ways sport can leverage and advance this work through both academic research and management practice.

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