Customer Engagement at a Chosen Business Entity Focused on Sport

Nowadays, a strong competitive environment prevails, and businesses are forced to do their best to retain customers. Therefore, engagement marketing focuses not only on products or services offered but is characterized by building customer relationships via customer engagement. The research aims of this paper are to (1.)describe specific methods and tools used for customer engagement at a chosen sports club and (2.)find out customers’ preferences in the context of customer engagement. A mixed research approach was applied to obtain data: a mix of qualitative content analysis and a quantitative online survey. As for research results, the following activities boosting customer engagement were detected firstly: (i.)sports club’s profiles on social networks and its websites, (ii.)workshops, seminars, lectures, and courses, (iii.)special offers, promotions, and discounts, and (iv.)charity events and support towards the local community. Secondly, customers of the chosen sports club feel mostly engaged and appreciate activities organized by the sports club.