International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Exploratory Study on Professional Baseball Fan Experience Management: Based on In-Depth Interview and Customer Journey Map

  • Kim, Se-yun (Department of Sport management, Dankook University) ;
  • Byun, Kyung-Won (Department of graduate school of business Administration, Dankook University)
  • Received : 2021.02.22
  • Accepted : 2021.03.03
  • Published : 2021.03.31
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Abstract

The purpose of this study is was to analyze customer experience attribute of professional baseball. To achieve objectives of this study, a method was used the in-depth interview and experts' consultation which understanding the attributes and structure of customer experience attribute of professional baseball. As a result, the professional baseball customer experience attributes are 'viewing plan & purchase', 'stadium movement', 'entrance stadium', 'move to seat', 'game viewing', 'amenities/services', 'events/cheering', 'move after match'. The review of the experience section and attributes derived through in-depth interviews with professional baseball fans was verified through an expert' consultation to secure content validity. Through this process, 8 experience section and 41 attributes were analyzed. The customer experience journey was analyzed for a more in-depth analysis of the viewing experience of professional baseball fans. The customer experience journey was presented based on the needs of fans and discomfort in each experience section activity.

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