TY - GEN
T1 - Sports Marketing and Its Relationship in the Value Creation for the Customers of Sport Center, Trujillo, 2019
AU - Albán Bartra, Carlos
AU - Alcántara Sánchez, Dalia
AU - Sagástegui Cruz, Julia
N1 - Publisher Copyright:
© 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2021
Y1 - 2021
N2 - In the company Sport Center, Trujillo, weaknesses in sports marketing strategies are distinguished in relation to the customer value creation since the media they use to promote their products are normally no longer used by customers. Therefore, this research aims to analyze the relationship between sports marketing and value creation for customers of Sport Center, Trujillo. The design of this research is non-experimental, correlational, and cross-sectional. To obtain the data, instruments such as a questionnaire were used, which was processed using software to measure the reliability value. For sports marketing, a value of 0.875 was achieved, showing a considerably high reliability; for value creation, a value of 0.808 was achieved, with a high reliability. Similarly, the relationship between sports marketing and customer value creation was analyzed, where a value of 0.791 was achieved, indicating a high positive correlation. The research results showed that sports marketing strategies have a high impact on customer value creation because they influence their purchase decision. However, it is important to bet on generating new alliances and implementing new strategies to attract and retain new customers.
AB - In the company Sport Center, Trujillo, weaknesses in sports marketing strategies are distinguished in relation to the customer value creation since the media they use to promote their products are normally no longer used by customers. Therefore, this research aims to analyze the relationship between sports marketing and value creation for customers of Sport Center, Trujillo. The design of this research is non-experimental, correlational, and cross-sectional. To obtain the data, instruments such as a questionnaire were used, which was processed using software to measure the reliability value. For sports marketing, a value of 0.875 was achieved, showing a considerably high reliability; for value creation, a value of 0.808 was achieved, with a high reliability. Similarly, the relationship between sports marketing and customer value creation was analyzed, where a value of 0.791 was achieved, indicating a high positive correlation. The research results showed that sports marketing strategies have a high impact on customer value creation because they influence their purchase decision. However, it is important to bet on generating new alliances and implementing new strategies to attract and retain new customers.
KW - Customers
KW - Organization
KW - Sports marketing
KW - Value creation
UR - http://www.scopus.com/inward/record.url?scp=85104857093&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-68083-1_3
DO - 10.1007/978-3-030-68083-1_3
M3 - Conference contribution
AN - SCOPUS:85104857093
SN - 9783030680824
T3 - Advances in Intelligent Systems and Computing
SP - 29
EP - 41
BT - Artificial Intelligence, Computer and Software Engineering Advances - Proceedings of the CIT 2020
A2 - Botto-Tobar, Miguel
A2 - Cruz, Henry
A2 - Díaz Cadena, Angela
T2 - 15th Multidisciplinary International Congress on Science and Technology, CIT 2020
Y2 - 26 October 2020 through 30 October 2020
ER -