A strategy for managing customer
relations on the internet: evidence
from the football sector
Thanos Kriemadis
Department of Sport Management, University of Peloponnese,
Athens, Greece
Andreas Kotsovos
Hellenic Army Academy, Department of Sport Management,
University of Peloponnese, Athens, Greece, and
Nikos Kartakoullis
Cyprus Sport Organization, School of Business,
University of Nicosia, Nicosia, Cyprus
Abstract
Purpose – The purpose of this paper is to provide a better understanding of how the internet is used as
a strategic tool in electronic customer relationship management (e-CRM) in the football sector. In
particular, the research questions this paper addresses are: How can the online environment be
described? How are the customers served in this online environment? The first research question
provides an overview of the online environment and the second research question describes the services
offered in this online environment.
Design/methodology/approach – The qualitative research is the appropriate approach, in order
to collect the required data, as the particular research characterizes a complete and comprehensive
view and understanding of a phenomenon in its entity. The research is based on the use of double
case study approach combining two data collection methods, participant observation and
documentation. This particular research adopts the approach of participant observation and
documentation. Primary data are collected through an observation checklist, with the help of browse
target web sites related to the study. In order to get additional information about the clubs’ specific
data, the paper used e-mails. Secondary data were collected through documents from different sources
to verify the collected data. In documentation are used official publications, newspapers, journals, and
brochures.
Findings – The study indicates that the design of a web site needs to be viewed primarily as a
business task, which is consistent with previous research, not a technical task. The web site design
needs to be appropriate to the needs of the club and should focus supporting business goals. Managers
need to increase web site self-problem solving functions. It helps to decrease customer’s interactivity
with company’s representatives. The contents match with the theory mostly. They are match efficient
in providing online services but they still need to provide complete shipping information. This study
contributes to previous theory since it has investigated the use of the internet in customer relationship
management (CRM). However, due to the lack of research concerning the e-CRM in the football sector
this study needs further consideration by collecting data through interviews with CRM managers and
fans. Finally, the same study can be conducted on a larger sample of web sites.
Originality/value – CRM and internet as strategic tools in the football sector is a new research area
and not covered adequately in recent and past publications in recognized international journals.
Keywords Customer relations, Customer service management, Football, Internet
Paper type Case study
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1750-5933.htm
Managing
customer
relations
229
Direct Marketing: An International
Journal
Vol. 3 No. 4, 2009
pp. 229-243
q Emerald Group Publishing Limited
1750-5933
DOI 10.1108/17505930911000847