<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Safety as a state that gives a sense of confidence and a guarantee of its maintaining may also act as an element motivating to use a product or service, certainty of use of the product and the certainty of using the service. In the second approach, mass-specific services, including sports services related to the operation of sports clubs, are a service specific in terms of security. The entity providing them should ensure the safety of all its participants, from sportsmen to sports spectators. The aim of the article is to present partial results of research results on the relationship between the sense of safety of sports club fans and active participation in a sports event. The research covered a group of 1127 people surveyed in the first half of 2018 using a direct questionnaire on fans of sports teams and research on secondary sources.</p>
<p>The main hypothesis is that a sporting event allows to extend a marketing offer to new segments, enrich the expanded sports product, set new pricing strategies and use promotion only when a viewer has a high sense of security. In this approach, it is security from the point of view of the customer that determines the use of a sports service, but also satisfaction, and, in the future, also loyalty.</p>
</abstract>

Safety as a state that gives a sense of confidence and a guarantee of its maintaining may also act as an element motivating to use a product or service, certainty of use of the product and the certainty of using the service. In the second approach, mass-specific services, including sports services related to the operation of sports clubs, are a service specific in terms of security. The entity providing them should ensure the safety of all its participants, from sportsmen to sports spectators. The aim of the article is to present partial results of research results on the relationship between the sense of safety of sports club fans and active participation in a sports event. The research covered a group of 1127 people surveyed in the first half of 2018 using a direct questionnaire on fans of sports teams and research on secondary sources.
The main hypothesis is that a sporting event allows to extend a marketing offer to new segments, enrich the expanded sports product, set new pricing strategies and use promotion only when a viewer has a high sense of security. In this approach, it is security from the point of view of the customer that determines the use of a sports service, but also satisfaction, and, in the future, also loyalty.

Safety of Sports Mass Events in the Context of Creating a Marketing Product

System Safety: Human - Technical Facility - Environment

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Safety of Sports Mass Events in the Context of Creating a Marketing Product"}

Safety as a state that gives a sense of confidence and a guarantee of its maintaining may also act as an element motivating to use a product or service,...

Safety of Sports Mass Events in the Context of Creating a Marketing Product

Publicado en línea: 28 mar 2019

Páginas: 851 - 858

Recibido: 03 dic 2018

Aceptado: 16 ene 2019

DOI: https://doi.org/10.2478/czoto-2019-0109

Palabras clave
safety of mass events, marketing, sport marketing

© 2019 Izabella Sowier-Kasprzyk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Safety of Sports Mass Events in the Context of Creating a Marketing Product

Publicado en línea: 28 mar 2019

Páginas: 851 - 858

Recibido: 03 dic 2018

Aceptado: 16 ene 2019

DOI: https://doi.org/10.2478/czoto-2019-0109

Palabras clavesafety of mass events, marketing, sport marketing

© 2019 Izabella Sowier-Kasprzyk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Palabras clave
safety of mass events, marketing, sport marketing