Title: Exploring fantasy sports and its fan base from a CRM perspective

Authors: Amber A. Smith, David P. Synowka, Alan D. Smith

Addresses: Department of Sport Management, Robert Morris University, Pittsburgh, PA 15219-3099, USA. ' Department of Sport Management, Robert Morris University, Pittsburgh, PA 15219-3099, USA. ' Department of Management and Marketing, Robert Morris University, Pittsburgh, PA 15219-3099, USA

Abstract: The fantasy sports industry relies highly on efficient customer relationship management (CRM) for much of its success. The ability for a provider to deliver quick, accurate and descriptive information to its consumers will result in customer loyalty and retention. Through separate hypothesis-testing and exploratory analysis, gender biases and extremely high levels of security were found within a web-enabled and professional sample of 200 respondents. The factor-based constructs were found to be, in order of the greatest explained variance, factor-based constructs as, in order of the greatest explained variance, fantasy sophistication, vendor issues, demographic maturity, participation issues, work-related internet use, mobile use and mobile users, resulting in seven factor-based scores with significant combined variance of 65.503%. While the fantasy sports industry does have a very strong, natural fan base to draw from, it is clear that the that the industry is doing a number of CRM-based initiatives well and marketing the game to its fans to keep them coming back to their websites with increasing frequency.

Keywords: customer relationship management; CRM; business innovation; fantasy sports; information technology; market strategy; customer loyalty; customer retention; online gaming; mobile phone games; marketing; cell phone games.

DOI: 10.1504/IJBIR.2010.029543

International Journal of Business Innovation and Research, 2010 Vol.4 No.1/2, pp.103 - 142

Available online: 30 Nov 2009 *

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