Monitoring customer groups: a sports event satisfaction study

Conference Publication ResearchOnline@JCU
Hamilton, John;Prideaux, Murray;Tee, Singwhat
John Hamilton
Abstract

Car racing draws local and travel tourism customers to the sports event's destination. These customers attend for a variety of reasons, and they may be clustered or grouped by their particular behavioral characteristics. Each group experiences different levels of engagement and of event satisfaction. Sports event managers may use the degrees of event satisfaction from each customer group to split and then refine their customer engagement approaches.

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11th International Conference on Electronic Business

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1683-0040

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4

Location

Bangkok, Thailand

Publisher

Thammasat University

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Publisher Location

Bangkok, Thailand

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