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Mapping Mobile Touchpoints in Sport Events

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

Abstract

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.

Keywords

Mobile technology Mobile touchpoint Customer experience Sport marketing 

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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

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