Presenting a Transformation Model of Online Customer Orientation among Football Fans
Keywords:
transformation, customer orientation, online, fans, footballAbstract
The aim of this research was to design a transformation model of online customer orientation among football fans using a mixed-method (qualitative–quantitative) approach, in order to identify causal, contextual, intervening, strategic, and consequential factors related to customer behavior in virtual environments. This exploratory study employed a sequential mixed-method design. The qualitative phase involved a case study with 19 football fans, using semi-structured interviews and thematic analysis via open, axial, and selective coding. The quantitative phase included a survey with 384 football fans selected via convenience sampling. A researcher-made questionnaire was used, and statistical analysis was performed using SPSS, AMOS, and MaxQDA. Instrument validity was ensured through face and content validity (CVR=0.89), and reliability was assessed via Cronbach's alpha. Results identified causal conditions including improving perceptions, decision-making by fans, enhancing communication, and knowledge improvement. Contextual factors encompassed audience empowerment, commitment enhancement, socialization, infrastructure development, ease creation, and ownership feeling. Intervening conditions were categorized into individual and environmental turbulences. The core phenomenon was identified as the transformation of online customer orientation, featuring self-confidence, psychological factors, incentives, and tangible income generation for clubs. Strategies focused on creating information transactions, while consequences included social dynamism, social vitality, stylistic development, and growth-oriented outcomes. The findings suggest that the proposed model for online customer orientation transformation—emphasizing psychological, social, and technological dimensions—serves as an effective framework for enhancing football clubs' engagement with fans in digital environments. Implementation of this model is expected to increase fan loyalty, participation, and social capital within the sports industry.
Downloads
References
Abedvandi, F., Pashaei, S., & Ghafari, M. (2021). The Mediating Role of Customer Appreciation in the Impact of Communication Marketing Components in Sports on Loyalty. Scientific Journal of Communication Management in Sports Media, 9(1), 10-20. https://sportmedia.journals.pnu.ac.ir/article_7946.html
Ahmed, Z., Fan, X., & Billah, M. (2022). Persuasive Communications, Online Reviews and Service Performances-A Study on Hotel Industry of New Zealand. Australasian Accounting Business and Finance Journal, 16(1). https://doi.org/10.14453/aabfj.v16i1.2
Alam, A., & Usman, O. (2024). The Effect Of Customer Trust, Satisfaction And Easy On Buying Interest In E-Commerce. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3767881
Alon, A. T., & Shuv-Ami, A. (2021). Applying the Customer-Centric Model to the Investigation of Brand Communities of Professional Sports Teams. Sport Marketing Quarterly, 30(3). https://doi.org/10.32731/smq.303.0921.05
Bahrami, S., Karimi, A., & Rasekh, N. (2022). Developing a Paradigmatic Model of the Role of Advertising on Customer Willingness for Sports Products (With a Focus on Social Media). Scientific Journal of Communication Management in Sports Media, 9(3). https://ensani.ir/fa/article/533836/
Banerji, R., & Singh, A. (2024). Do social media marketing activities promote customer loyalty? A study on the e-commerce industry. LBS Journal of Management & Research. https://doi.org/10.1108/LBSJMR-04-2023-0016
Duan, Y. (2024). Factors Influencing E-Commerce Live-Streaming Shopping Customers Purchase Intention in Malaysia: A Conceptual Paper. Advances in Economics Management and Political Sciences, 93(1), 19-30. https://doi.org/10.54254/2754-1169/93/20241104
Elsafty, A., & Hesham, S. (2025). Impact of AI on Customer Experience in E-commerce in Egypt. International Journal of Business Administration, 16(1). https://doi.org/10.5430/ijba.v16n1p16
Faria, S., Pereira, M. S., Ferreira, P., & Rodrigues, P. (2022). Understanding the effect of social media marketing activities on football fans' satisfaction and engagement: A study of Portuguese 2nd League Professional Football Clubs. https://doi.org/10.5171/2022.448483
Giang, N. T. P., Hung, D. M., Huong, T. T., Quyên, H. T. T., Thơm, N. T., Tran, T. B., & Dong, T. T. (2025). Researching User Experience With Artificial Intelligence Application for Customer Care Services on E-Commerce Platform. Jurnal Ekonomi Perusahaan, 31(2), 149-174. https://doi.org/10.46806/jep.v31i2.1319
Jamaiyan, B., Amir Hosseini, S. E., & Torkfar, A. (2021). Designing a Customer Relationship Management Model in Sports Stores Using ISM Approach. Scientific Journal of Communication Management in Sports Media. https://sportmedia.journals.pnu.ac.ir/article_7975.html
Jamaluddin, J., Alam, R., Hatidja, S., & Mariana, L. (2024). Customer Service Management Strategies in the E-Commerce Era: Enhancing Customer Loyalty Through Digital Experiences. Jurnal Nawala, 1(6), 139-152. https://doi.org/10.62872/k8savq47
Koay, K. Y., Cheah, C. W., & Chang, Y. X. (2022). A model of online food delivery service quality, customer satisfaction and customer loyalty: a combination of PLS-SEM and NCA approaches. British Food Journal. https://doi.org/10.1108/BFJ-10-2021-1169
Mohammadi, M., & Dehghani, M. (2022). The Role of Team Identity in the Enjoyable Experience and Revisit Intention of Football Fans on the Esteghlal Club Website. Scientific Journal of Communication Management in Sports Media. https://sportmedia.journals.pnu.ac.ir/article_8684.html
Mohammadi, S., & Qeysavandi, K. (2022). Application of the Technology Acceptance Model in the Use of Team Sports Applications. Sports Management Studies, 14(72). https://smrj.ssrc.ac.ir/article_1757.html
Prionidis, I. (2021). What do football fans really want. A case study about how Greek football clubs can maximize customer satisfaction. https://www.openarchives.gr/aggregator-openarchives/edm/rep_ihu/000180-11544_29752?language=en
Qian, T. Y. (2022). Watching sports on Twitch? A study of factors influencing continuance intentions to watch Thursday Night Football co-streaming. Sport Management Review, 25(1), 59-80. https://doi.org/10.1080/14413523.2021.1930700
Rai, A. (2022). Role of Perceived Customer Service, Quality, and Price Fairness on Attitude Formation: An Empirical Evidence from Nepal's Online Business Context. Journal of Management, 5(1), 01-10. https://doi.org/10.3126/jom.v4i1.38657 10.3126/jom.v3i1.30907 10.3126/jom.v5i1.47734 10.3126/jom.v6i1.58861
Rascher, D. A., Cortsen, K., Nagel, M. S., & Richardson, T. (2021). Who Are Our Fans: An Application of Principal Component-Cluster Technique Analysis to Market Segmentation of College Football Fans. Journal of Applied Sport Management, 13(1), 1. https://doi.org/10.7290/jasm130172
Savila, I. D., Wathoni, R. N., & Santoso, A. S. (2024). The Role of Multichannel Integration, Trust and Offline-to-Online Customer Loyalty Towards Repurchase Intention: an Empirical Study in Online-to-Offline (O2O) e-commerce https://scispace.com/papers/the-role-of-multichannel-integration-trust-and-offline-to-15se301dad https://scispace.com/papers/the-role-of-multichannel-integration-trust-and-offline-to-15se301dad
Shobana, J., Gangadhar, C., Arora, R. K., Renjith, P. N., Chincholkar, J. B., & Devidas, Y. (2023). E-commerce customer churn prevention using machine learning-based business intelligence strategy. Measurement: Sensors, 27, 100728. https://doi.org/10.1016/j.measen.2023.100728
Shun, L., Li, L., & Baixue, C. (2022). Effect of Hybrid Online Customer Service on Purchase Conversions of Consumers. Data Analysis and Knowledge Discovery, 1. https://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/abstract/abstract5407.shtml
Song, M., Xing, X., Duan, Y., Cohen, J., & Mou, J. (2022). Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention. Journal of Retailing and Consumer Services, 66, 102900. https://doi.org/10.1016/j.jretconser.2021.102900
Sundjaja, A. M., Utomo, P., & Colline, F. (2024). The Determinant Factors of Continuance Use of Customer Service Chatbot in Indonesia E-Commerce: Extended Expectation Confirmation Theory. Journal of Science and Technology Policy Management, 16(1), 182-203. https://doi.org/10.1108/jstpm-04-2024-0137
Tinson, J., Sinclair, G., & Gordon, R. (2021). How value is disrupted in football fandom, and how fans respond. European Sport Management Quarterly, 1-18. https://doi.org/10.1080/16184742.2020.1871394
Tuhkanen, O. (2022). The Effects of Perceived Customer Engagement Activities on Attitudinal Loyalty, Customer-Based Brand Equity (CBBE), and Crowd Attendances at Local Football Clubs. https://jurnal.unmer.ac.id/index.php/jmdk/article/view/10501
Wunderlich, F., & Memmert, D. (2021). Forecasting the outcomes of sports events: A review. European Journal of Sport Science, 21(7), 944-957. https://doi.org/10.1080/17461391.2020.1793002
Xiao, X. (2022). E-commerce customer service satisfaction survey and intelligent customer service development suggestion research. Journal of Education, Humanities and Social Sciences, 2, 381-386. https://doi.org/10.54097/ehss.v2i.837
Zahraei, F., Sabunchi, R., & Foroughipour, H. (2021). A Qualitative Model of E-Commerce for Sports Products in the Country. Scientific Journal of Communication Management in Sports Media, 8(3), 41-50. https://sportmedia.journals.pnu.ac.ir/article_7289.html
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
Copyright (c) 2025 Khalil Siahi (Author); Tahereh Azmasha; Farzaneh Hashemi, Atousa Ghaseminezhad Dehkordi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
