Mapping Mobile Touchpoints in Sport Events

Abstract

T he Diffusion of New Technology amongst Small-and-Medium-Sized Hot els (SMHs) in Malaysia Faizal Ayob Generat ion Y: evaluat ing services experiences t hrough mobile et hnography Birgit Muskat Download a PDF Pack of t he best relat ed papers  Abstract Todays' customers seemingly desire company and brands to be constantly in contact with them during the consumption journey. By consequence forward-looking companies and brands are increasingly embedding technology-enabled (often mobile) touchpoints into the consumption journey in order to establish a relationship with consumers and support their needs and wants. This research analysed the consumption journey of sport events, and identified five major categories of activities performed by sport fans: sensing, performing, linking, organizing and navigating. These major activity categories, which can be seen as relationships co-creation between companies/brand and their customers, are then assessed in terms of the possibility of being enabled or enhanced with mobile devices thus creating mobile touchpoints.