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Fan Relationship Management : um estudo de caso de uma organização desportiva
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Resumo(s)
Numa era onde os avanços tecnológicos têm impactado diversos setores de atividade, as organizações procuram encontrar diversas formas de obter vantagens competitivas face à sua concorrência. Neste sentido, um dos setores onde se têm assinalado grandes mudanças é o desportivo.
Contudo, e apesar de muitas organizações desportivas disporem de elevados volumes de informação, estas não implementam as estratégias adequadas que lhes permitam o aumento das receitas e da sua reputação num panorama social. Assim, surgiu a necessidade destas organizações reorientarem o foco da sua visão e da sua estratégia para o coração do seu negócio: os adeptos. Deste modo, o foco passa por criar, desenvolver e melhorar as relações com estes, expandindo a marca e aumentando o grau de lealdade da massa associativa, com a finalidade de aumentar receitas e de desenvolver um ambiente saudável em torno da organização.
Neste trabalho, que teve por base um estudo de caso a uma organização desportiva, irá ser abordado o conceito de Fan Relationship Management, a forma como a visão e os sistemas de informação da organização impactam as relações com os adeptos e, ainda, as estratégias que devem ser adotadas para aumentar a lealdade destes. Assim, foram realizadas entrevistas e um questionário aos adeptos. Os resultados destas abordagens foram positivos, permitindo concluir que a estratégia da organização está bem definida e focada nos adeptos, as campanhas têm aumentado a lealdade dos adeptos, existe uma elevada intensidade de interação dos adeptos para com o clube e, finalmente, os adeptos sentem-se reconhecidos pelo clube.
In an era where technological advances have affected several sectors of activity, organizations are seeking to find different ways to gain competitive advantages. In this context, one of the sectors where some of the biggest changes have been noted, at the level of the instruments and processes used, is the sports. However, and despite the fact that many sports organizations have high volumes of information, they do not implement the appropriate strategies to increase revenues and their reputation in a social panorama. Thus, the need arose for these organizations to refocus their vision and strategies on the heart of their business: their supporters. This way, the focus is on creating, developing and improving relationships with them, expanding their brand and increasing the level of loyalty of the associative mass, with the aim of increasing revenues and developing a healthy environment around the organization. This paper, which was based on a case study of a sports organization, will discuss the concept of Fan Relationship Management, the way the vision and information systems of the organization affect the relationships with the fans and the strategies that should be adopted to increase their loyalty. To achieve this, interviews were conducted and a questionnaire to the supporters. The results of these approaches were positive, concluding that the organization's strategy is well defined and focused on the fans, the campaigns have increased their loyalty, there is a high intensity of interaction of the fans with the club and, finally, they feel recognized by the club.
In an era where technological advances have affected several sectors of activity, organizations are seeking to find different ways to gain competitive advantages. In this context, one of the sectors where some of the biggest changes have been noted, at the level of the instruments and processes used, is the sports. However, and despite the fact that many sports organizations have high volumes of information, they do not implement the appropriate strategies to increase revenues and their reputation in a social panorama. Thus, the need arose for these organizations to refocus their vision and strategies on the heart of their business: their supporters. This way, the focus is on creating, developing and improving relationships with them, expanding their brand and increasing the level of loyalty of the associative mass, with the aim of increasing revenues and developing a healthy environment around the organization. This paper, which was based on a case study of a sports organization, will discuss the concept of Fan Relationship Management, the way the vision and information systems of the organization affect the relationships with the fans and the strategies that should be adopted to increase their loyalty. To achieve this, interviews were conducted and a questionnaire to the supporters. The results of these approaches were positive, concluding that the organization's strategy is well defined and focused on the fans, the campaigns have increased their loyalty, there is a high intensity of interaction of the fans with the club and, finally, they feel recognized by the club.
Descrição
Mestrado em Gestão de Sistemas de Informação
Palavras-chave
Customer Relationship Management Fan Relationship Management Sports Analytics Tecnologia Sistemas de Informação Desporto Adeptos Relações Lealdade Interações Technology Information Systems Sports Supporters Relationships Loyalty Interactions
Contexto Educativo
Citação
Melo, Miguel Araújo Tavares de (2020). "Fan Relationship Management : um estudo de caso de uma organização desportiva". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão