Customer at the center of a live sport event : case: Motonet GP Lahti 2022

Abstract

The thesis examined how to increase customer experience in a live sport event and how to attract new customer groups to participate focusing especially for people aged 16 to 34. The theoretical part of the study approached the research problem from service design, branding, digitalization, and marketing point of view. While the empirical part divided the main research question into sub-research questions based on the theoretical framework. The objective was to find answers to the sub-research questions using both qualitative and quantitative research methods. The research focused on the development of the Motonet GP Lahti track-and-field event, but the development strategy can also be utilized in other live sports events. The thesis used a consumer survey that sought to find answers to a research problem from a consumer perspective and interviewed five professionals using thematic interviews. The study revealed that for both attracting new customers and increasing customer experience, it is vital to first define the existing customer profiles based on which the customer journey can be designed and divided into touchpoints. By looking at each touchpoint from the perspective of multiple customer profiles, the organization can perform more individual and holistic experience to their customers as well as engage the customer by creating positive emotional connections. The thesis defines several different customer profiles for Motonet GP Lahti event and designs and evaluates customers touchpoints before, during and after the event after which it presents on