Mapping Mobile Touchpoints in Sport Events

  • Alessandro InversiniEmail author
  • Jason Sit
  • Harry T. Pyle
Conference paper


Todays’ customers seemingly desire company and brands to be constantly in contact with them during the consumption journey. By consequence forward-looking companies and brands are increasingly embedding technology-enabled (often mobile) touchpoints into the consumption journey in order to establish a relationship with consumers and support their needs and wants. This research analysed the consumption journey of sport events, and identified five major categories of activities performed by sport fans: sensing, performing, linking, organizing and navigating. These major activity categories, which can be seen as relationships co-creation between companies/brand and their customers, are then assessed in terms of the possibility of being enabled or enhanced with mobile devices thus creating mobile touchpoints.


Mobile technology Mobile touchpoint Customer experience Sport marketing 


  1. Aquino, J. (2012). Tablets and Smartphones transform the in-store customer experience. CRM Magazine, 16(1), 17.Google Scholar
  2. Baron, N. (2008). Always on: Language in an online and mobile world. Oxford: Oxford University Press.CrossRefGoogle Scholar
  3. Barr, N., Pennycook, G., Stolz, J. A., & Fugelsang, J. A. (2015). The brain in your pocket: Evidence that Smartphones are used to supplant thinking. Computers in Human Behavior, 48, 473–480. doi: 10.1016/j.chb.2015.02.029.CrossRefGoogle Scholar
  4. Bee, C. C., & Kahle, L. R. (2006). Relationship marketing in sports: A functional approach. Sport Marketing Quarterly, 15(2), 102–110.Google Scholar
  5. Bicen, H., & Arnavut, A. (2015). Determining the effects of technological tool use habits on social lives. Computers in Human Behavior, 48, 457–462.CrossRefGoogle Scholar
  6. Brigman, H. (2005). Improving customer relationships: Beyond the buzz. Retrieved September 7, 2015, from
  7. Campbell, S. W. (2013). Mobile media and communication: A new field, or just a new journal? Mobile Media & Communication, 1(1), 8–13.CrossRefGoogle Scholar
  8. Carù, A., & Cova, B. (2003). Revisiting consumption experience a more humble but complete view of the concept. Marketing Theory, 3(2), 267–286.CrossRefGoogle Scholar
  9. Clatworthy, S. (2011). Service innovation through touch-points : Development of an innovation toolkit for the first stages of new service development (pp. 15–28). Retrieved from
  10. Court, D., Mulder, S., Elzinga, D., & Vetvik, O. (2009). The consumer journey. McKinsey Quarterly. Retrieved from journey_2373
  11. Deloitte. (2014). The Deloitte consumer review: Digital predictions 2014. Deloitte United Kingdom.Google Scholar
  12. Dhebar, A. (2013). Toward a compelling customer touchpoint architecture. Business Horizons, 56(2), 199–205. doi: 10.1016/j.bushor.2012.11.004.CrossRefGoogle Scholar
  13. Goggin, G. (2012). Cell phone culture: Mobile technology in everyday life. London: Routledge.Google Scholar
  14. Gretzel, U., Fesenmaier, D., & O’Leary, J. T. (2006). The transformation of consumer behaviour. In D. Buhalis & C. Costa (Eds.), Tourism business frontiers: Consumers, products and industry (pp. 9–18). Burlington, MA: Elsevier.CrossRefGoogle Scholar
  15. Grönroos, C., & Ravald, A. (2011). Service as business logic: Implications for value creation and marketing null. Journal of Service Management, 22(1), 5–22.CrossRefGoogle Scholar
  16. Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), 156–160.CrossRefGoogle Scholar
  17. Jae-Pil Ha, Kang, S. J., & Jaehyun Ha. (2015). A conceptual framework for the adoption of Smartphones in a sports context. International Journal of Sports Marketing & Sponsorship, 16(3), 161–178.Google Scholar
  18. Jenkinson, A. (2007). Evolutionary implications for touchpoint planning as a result of neuroscience: A practical fusion of database marketing and advertising. Journal of Database Marketing & Customer Strategy Management, 14(3), 164–185.CrossRefGoogle Scholar
  19. Kang, S. J., Ha, J.-P., & Hambrick, M. E. (2015). A mixed-method approach to exploring the motives of sport-related mobile applications among college students. Journal of Sport Management, 29(3), 272–290. doi: 10.1123/jsm.2013-0065.CrossRefGoogle Scholar
  20. Khambete, P. (2011). A pattern language for touch point ecosystem user experience: A proposal. In Proceedings of the 3rd International Conference on Human Computer Interaction (pp. 68–74). New York, NY: ACM.Google Scholar
  21. Kim, Y. K., Trail, G., & Ko, Y. J. (2011). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework. Journal of Sport Management, 25(6), 576–592.Google Scholar
  22. Kiremitci, O., Demiray, E., Aycan, A., & Gençer, R. T. (2014). Assessing the validity and reliability of the sport consumption behavior scale on Turkish football spectators. Pamukkale Journal of Sport Sciences, 5(2), 11–20.Google Scholar
  23. Korn, K., & Pine, B. (2011). The typology of human capability: A new guide to rethinking the potential for digital experience offerings. Strategy & Leadership, 39(4), 35–40. doi: 10.1108/10878571111147396.CrossRefGoogle Scholar
  24. Koszalka, T. A., & Ntloedibe‐Kuswani, G. S. (2010). Literature on the safe and disruptive learning potential of mobile technologies. Distance Education, 31(2), 139–157. doi: 10.1080/01587919.2010.498082.CrossRefGoogle Scholar
  25. Lee, Y.-K., Chang, C.-T., Lin, Y., & Cheng, Z.-H. (2014). The dark side of smartphone usage: Psychological traits, compulsive behavior and technostress. Computers in Human Behavior, 31, 373–383.CrossRefGoogle Scholar
  26. Liu, W., Sparks, B., & Coghlan, A. (2014). Mapping customer experiences: An examination of touchpoints and opportunities for enhancement. CAUTHE 2014: Tourism and Hospitality in the Contemporary World: Trends, Changes and Complexity, 996Google Scholar
  27. Martin, A. M., Rankin, Y. A., & Bolinger, J. (2011). Client touchpoint modeling: Understanding client interactions in the context of service delivery. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 979–982). New York, NY: ACM.Google Scholar
  28. McNaughton, D., & Light, J. (2013). The iPad and mobile technology revolution: Benefits and challenges for individuals who require augmentative and alternative communication. Augmentative and Alternative Communication, 29(2), 107–116. doi: 10.3109/07434618.2013.784930.CrossRefGoogle Scholar
  29. Mehmetoglu, M., & Engen, M. (2011). Pine and Gilmore’s concept of experience economy and its dimensions: An empirical examination in tourism. Journal of Quality Assurance in Hospitality & Tourism, 12(4), 237–255.CrossRefGoogle Scholar
  30. Merholz, P. (2009). A framework for building customer experiences. Retrieved August 19, 2015, from
  31. Meyer, C., & Schwager, A. (2007). Understanding customer experience. Retrieved August 19, 2015, from
  32. Ojiako, U., Chipulu, M., & Graesser, A. (2012). Correlating service touch‐point preferences with engagement parameters. Industrial Management & Data Systems, 112(5), 766–785. doi: 10.1108/02635571211232334.CrossRefGoogle Scholar
  33. Park, N., Kim, Y.-C., Shon, H. Y., & Shim, H. (2013). Factors influencing smartphone use and dependency in South Korea. Computers in Human Behavior, 29(4), 1763–1770. doi: 10.1016/j.chb.2013.02.008.CrossRefGoogle Scholar
  34. Persaud, A., & Azhar, I. (2012). Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence & Planning, 30(4), 418–443.CrossRefGoogle Scholar
  35. Rao, S., & Perry, C. (2003). Convergent interviewing to build a theory in under‐researched areas: principles and an example investigation of Internet usage in inter‐firm relationships. Qualitative Market Research: An International Journal, 6(4), 236–247.CrossRefGoogle Scholar
  36. Sheng, H., Nah, F. F.-H., & Siau, K. (2005). Strategic implications of mobile technology: A case study using value-focused thinking. The Journal of Strategic Information Systems, 14(3), 269–290.CrossRefGoogle Scholar
  37. Stone, D. (2012). Mobile—More than a magic moment for marketers? Journal of Direct Data and Digital Marketing Practice, 13(4), 280–294.CrossRefGoogle Scholar
  38. Suki, N. M. (2011). A structural model of customer satisfaction and trust in vendors involved in mobile commerce. International Journal of Business Science & Applied Management, 6(2), 17–30.Google Scholar
  39. Teboul, J. (2006). Service is front stage: Positioning services for value advantage. Basingstoke: Palgrave Macmillan.CrossRefGoogle Scholar
  40. TouchPoint Experience. (2004). TouchPoint experience. TouchPoint Experience LLC. Retrieved from
  41. Van Steenderen, M. (2000). Business applications of WAP. Retrieved from
  42. Walsh, S. P., White, K. M., Cox, S., & Young, R. M. (2011). Keeping in constant touch: The predictors of young Australians’ mobile phone involvement. Computers in Human Behavior, 27(1), 333–342.CrossRefGoogle Scholar
  43. Weed, M. (2009). Sport, tourism and lifestyles. Journal of Sport & Tourism, 14(4), 225–227.CrossRefGoogle Scholar
  44. Wilken, R., & Goggin, G. (2013). Mobile technology and place. London: Routledge.Google Scholar
  45. Williams, W., & Lewis, D. (2005). Convergent interviewing: A tool for strategic investigation. Strategic Change, 14(4), 219–229.CrossRefGoogle Scholar
  46. Yoshida, M., James, J. D., & Cronin, J. J., Jr. (2013). Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior. Sport Management Review, 16(1), 68–84.CrossRefGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Alessandro Inversini
    • 1
    Email author
  • Jason Sit
    • 1
  • Harry T. Pyle
    • 1
  1. 1.Faculty of ManagementBournemouth UniversityDorsetUK

Personalised recommendations