Sport Management Studies

Value Proposition to the Customer in Sport Business Model

Document Type : Research Paper

Authors

1 Ph.D. in Sport Management, Kharazmi University*

2 Associate Professor of Sport Management, Kharazmi University

3 Associate Professor of Sport Management, Tehran

4 Assistant Professor of Sport Management, Tarbiat Modares University

Abstract
Why would a company's value proposition to customers by other companies? The value proposition of packages of products or services that meet the needs of a particular segment of customers. The aim of this research was identifying the components of value proposition Sport businesses model as one of the components 9 business model Osterwalder. This is an applied research and the kind of research was survey study. Statistical populations were owners and managements businesses of sport service and Academic experts in the field of business management and sports management those choice 21 persons. Sampling method was snowball Targeted and non-random until theoretical saturation. The methodology was qualitative using Content Analysis and Semi-structured interview methods and components to the customer value proposition as one of the main elements of the business model sports and sports services were identified. Results showed educational services provided to the customer, consulting services, utilities, health, wellness, recreation, sports medicine services and emotional needs the values of sports are offered in business. Then respond to financial needs and sell products in the next rank component of the value proposition to business customers’ sports services. Based on the findings, it is recommended to business managers Sport, by analyzing the needs of customers, value proposition competitors and analyze the internal and external business, to create customer value proposition components as a key element of competition in Sport service businesses will have special attention.

Keywords

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Sport Management Studies
Volume 11, Issue 53
March and April 2019
Pages 83-98

  • Receive Date 24 February 2017
  • Revise Date 08 July 2017
  • Accept Date 12 August 2017

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