Publicação
Footfall in football - optimising the in-store customer experience
| Resumo: | The study hereby presented explores how to optimise the In-Store Customer Experience (CX) at FC Porto´s Store. In order to understand this, a mixed-approach was used. On the one hand, we conducted interviews to understand the perceptions of the FC Porto´s consumers and benchmark them against other stores from esteemed football clubs. On the other hand, we developed a survey exploring people´s interest in visiting the store with new innovating enhancements. This study proposes new strategies for FC Porto´s store and contributes to the existing literature by offering a new perspective on sport retail and CX. |
|---|---|
| Autores principais: | Seabra, Catarina Nunes |
| Assunto: | In-store customer experience Servicescape Football Sports retail Fan behaviour |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The study hereby presented explores how to optimise the In-Store Customer Experience (CX) at FC Porto´s Store. In order to understand this, a mixed-approach was used. On the one hand, we conducted interviews to understand the perceptions of the FC Porto´s consumers and benchmark them against other stores from esteemed football clubs. On the other hand, we developed a survey exploring people´s interest in visiting the store with new innovating enhancements. This study proposes new strategies for FC Porto´s store and contributes to the existing literature by offering a new perspective on sport retail and CX. |
|---|