Sport industry marketers have long understood the importance of nurturing customer relationships. The new challenge is how best to face the shifts in customer relationship marketing posed by sports organizations and proactive consumers, or “prosumers.” In this article, the elements of the relationship-building process are presented with a focus on communication, interaction, and value, concepts identified in Gronroos’s (2004) relationship-marketing process model. An expanded version of Gronroos’s model is developed to include prosumers and to describe the interactions that occur through social-media exchanges. The value of specific social-media tools and Web 2.0 technologies in helping sport marketers meet their relationship-marketing goals is also discussed. Finally, directions for future research employing the expanded model are suggested.
Jo Williams and Susan J. Chinn
Claudia Meyer, Susan Williams, Frances Batchelor and Keith Hill
The aim was to identify barriers and opportunities facing community health physiotherapists in delivering a home-based balance exercise program to address mild balance dysfunction and, secondly, to understand the perspectives of older people in adopting this program.
Focus groups, written surveys, and data recording sheets were used with nine older people and five physiotherapists. Focus groups were audio taped, transcribed, and coded independently by two researchers.
Thematic content analysis was undertaken. Emerging themes were: engaging in preventive health (various benefits, enhancing independence); adoption of strategies (acceptable design and implementation feasibility); exercising in context (convenience, practicality, and safety); and broader implementation issues (program design, proactive health messages, and a solid evidence base).
The views of older people and physiotherapists were sought to understand the adoption of a previously successful home-based program for mild balance dysfunction. Understanding the unique context and circumstances for individuals and organizations will enhance adoption.
Susan Williams, Claudia Meyer, Frances Batchelor and Keith Hill
The objective of this study was to determine whether improved balance outcomes achieved in a randomized controlled trial (RCT) using balance screening to identify mild balance dysfunction and home exercises could be translated into community settings. Community-dwelling people aged over 65 who expressed concerns about their balance, had less than two falls in the preceding 12 months, and who had mild balance impairment on screening were given an individualized home-based balance and strengthening exercise program with intermittent home-visit support by a physiotherapist. Of 71 participants assessed (mean age 77.3 years, 76% female), 58 (82%) completed the six-month intervention. Twenty six percent of participants regained balance performance within normal limits—similar to those achieved in the previous RCT. Successful results from a previous RCT were able to be translated into community settings, with a similar magnitude of effect on balance and mobility.
Susan H. Backhouse, Panteleimon Ekkekakis, Stuart J.H. Biddle, Andrew Foskett and Clyde Williams
The exercise psychology literature includes an intriguing, albeit not frequently discussed, paradox by juxtaposing two conclusions: (a) that exercise makes most people feel better and (b) that most people are physically inactive or inadequately active. In this article, we propose that this might be an artifact rather than a paradox. Specifically, we question the generality of the conclusion that exercise makes people feel better by proposing that (a) occasional findings of negative affective changes tend to be discounted, (b) potentially relevant negative affective states are not always measured, (c) examining changes from pre- to postexercise could miss negative changes during exercise, and (d) analyzing changes only at the level of group aggregates might conceal divergent patterns at the level of individuals or subgroups. Data from a study of 12 men participating in a 90-min walk–run protocol designed to simulate the demands of sports games (e.g., soccer) are used to illustrate these points.