Improving Customer Relationships in the Sports Industry through the Use of E-Business

A Case Study on VfL Bochum

Philipp Sauer

• Publisher: Examicus Verlag
• Year: 2015
• eBook ISBN:
  9783656983910
• Edition: 0

Table of contents

• I. Introduction
• I.I Introduction to the Study
• I.II The Need of Marketing of Sport Organizations
• I.III Aims and Objectives of the Research
• I.IV Research Questions
• I.V Methodological Approach
• I.VI Structure
• I.VII Summary
• II. Literature Review
• II.I Introduction
• II.II Consumer Behavior in Sports
• II.III Relationship Marketing in Sports
• II.III.I Principles of Relationship Marketing
• II.III.II The Fan Perspective
• II.IV Online Marketing in Sports
• II.IV.I The Importance of Online Marketing
• II.IV.II Common Internet Applications used in the Sports Industry
• II.V Characteristics of Successful E-Business in the Sports Industry
• II.VI Summary
• III. Research Methodology
• III.I Introduction
• III.II Research Design
• III.II.I Research Data Acquisition
• III.II.II Research Objectives
• III.II.III Interview Design
• III.II.IV Survey Design
• III.III Validity and Reliability of the Research
• III.IV Ethics and Confidentiality
• III.V Summary
• IV. Results, Analysis, and Discussion of Research Findings
• IV.I Introduction
• IV.II Results
• IV.I.I Summary of the quantitative survey results
• IV.I.II Summary of the qualitative survey results
• IV.II Discussion of the Research Findings
• IV.II.I Consumer Preferences when Making Use of E-Business
• IV.II.II Consumer Satisfaction and Perception of E-Business Quality
• IV.II.III Influence of E-Business on Customer Relationships and Loyalty
• IV.II.IV Additional Thoughts from the Fan’s Perspective
• IV.III Summary
• V. Conclusions and Recommendations
• V.I. Introduction
• V.II Key Findings of the Study
• V.III Recommendations for Sports Marketers
• V.IV Limitations of the Research
• V.V Recommendations for Further Research
• References
• Appendices
• Appendix 1: Questionnaire