Enhancing customer relations through special events by professional sports leagues - An exploratory case study of the NHL Premiere

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Kurri, Joonas
dc.date.accessioned 2013-01-24T02:30:22Z
dc.date.available 2013-01-24T02:30:22Z
dc.date.issued 2012
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/7568
dc.description.abstract Abstract Research objectives – In recent years professional sports leagues have faced increasing pressure to innovate and to internationalize. In order to build, develop and enhance customer relations internationally professional sports leagues have employed special events as an international promotional tool. However, this recent phenomenon has not yet been explored. The central objective of the research is to examine how special events are utilizable as an international promotional tool for enhancing customer relations for professional sports leagues. The theoretical part of the research aims to understand the relationship between the professional sports product and the professional sports customer, and how special events can be used as an international promotional tool in developing and enhancing customer relations. The empirical part of the research explores the NHL Premiere as special event by the NHL and analyzes it as an international promotional tool for enhancing customer relations. Research Method – The empirical research consisted of an explorative qualitative single case study of the NHL Premiere where the primary source of data was personal interviews. Four indepth semi-structured interviews were conducted with executives of the NHL (and NHL teams) and event organizers. Data were also supported by the author’s own observation of the phenomenon and secondary sources such as NHL websites and media and press releases. Data was analyzed using appropriate qualitative data analysis methods. Main Findings – The findings indicate special events are an effective international promotional tool for enhancing customer relations. The reciprocal relationship between the professional sports league product and the professional sports league customer provides a strong foundation from which to enhance the relationship. Special events encompass an array of integrated promotions that increase their awareness potency and strengthen the bond between the league and the customer. However, as a one-off event its effectiveness lies in increasing exposure and heightening awareness among customers, but developing loyalty requires greater persistence and support from other communications means. The findings also suggest that player association and customer engagement are the most important drivers for loyalty. Additionally, the findings suggest that a standardized concept with local integrated promotions design and adaptation would prove most effective. Keywords Customer relations, sports marketing, promotional tools, special events, professional sports leagues, NHL en
dc.format.extent 96
dc.language.iso en en
dc.title Enhancing customer relations through special events by professional sports leagues - An exploratory case study of the NHL Premiere en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Department of Management and International Business en
dc.contributor.department Johtamisen ja kansainvälisen liiketoiminnan laitos fi
dc.subject.keyword customer relations
dc.subject.keyword sports marketing
dc.subject.keyword promotional tools
dc.subject.keyword special events
dc.subject.keyword professional sports leagues
dc.subject.keyword NHL
dc.identifier.urn URN:NBN:fi:aalto-201301251237
dc.type.dcmitype text en
dc.programme.major International Business en
dc.programme.major Kansainvälinen liiketoiminta fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon kansainväliset yhtiöt
dc.subject.helecon international companies
dc.subject.helecon asiakashallinta
dc.subject.helecon customer relationship management
dc.subject.helecon suhdetoiminta
dc.subject.helecon public relations
dc.subject.helecon tapahtumat
dc.subject.helecon events
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon urheilu
dc.subject.helecon sports
dc.ethesisid 13113
dc.date.dateaccepted 2012-11-30
dc.location P1 I


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