Abstract
This study analyzed the effects of multiple interactions in value cocreation activities involving sports spectators. Interaction activities for value cocreation at sports events comprise spectator-athlete and spectator-staff interactions. A survey of spectators at the 2017 Wuhan Open revealed that spectator-athlete and spectator-staff interactions increased spectator perceived value, which in turn increased spectator satisfaction and loyalty. Spectator-staff interactions had a greater effect on spectator sports event value than did spectator-athlete interactions. Therefore, organizers of sports events should effectively manage multiple value cocreation interactions to improve spectator satisfaction and loyalty. The present study’s consideration of the effect of multiple interactions in value cocreation extends value cocreation theory.
Highlights
Value cocreation theory is based on service-dominant logic (SDL) and states that value is not created independently by a company [1]
E experiences of both players and spectators are crucial at the Wuhan Open, and various activities have been designed and implemented to increase interactions between athletes and spectators. ese interactions include spectators picking sides, Li Na teaching the spectators how to play tennis, athletes signing autographs for spectators, athletes taking photos with spectators, athletes presenting tournament supplies to spectators, and athletes visiting a carnival to interact with spectators
Other forms of interactions at the Wuhan Open include the recruitment of spectators to become members, who visit the court or participate in activities such as the “I am the voice of the Wuhan Open” and “Wuhan Open in the community” events and on-site carnival events. ese interactive activities have enhanced the spectator experience and substantially increased the value of watching the tournament
Summary
Value cocreation theory is based on service-dominant logic (SDL) and states that value is not created independently by a company [1]. From the conventional production-oriented perspective, value is created through the production process within a firm. From the perspective of SDL, the consumer is a coproducer of goods and is a cocreator of value [1]. E interaction between providers and buyers can create customer value; this has become a central tenet of marketing [2]. Studies have investigated value cocreation in sports events. In such contexts, spectators are both customers and participants in value cocreation [3]. Ey contribute revenue for sports events and are considered as service coproducers and value cocreators [4]. Spectators may chant, sing songs, perform choreographed dance routines, or hang banners within and around a stadium
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