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http://dx.doi.org/10.7236/IJASC.2021.10.1.176

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)

Publication Information

International journal of advanced smart convergence / v.10, no.1, 2021 , pp. 176-183 More about this Journal

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.

Keywords

Professional Baseball; Customer Experience Management; In-Depth Interview; Customer Experience Journey;

Citations & Related Records

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