Sport management research: what is research, customer centricity, customer expectations, and perceptions of services?

This chapter navigates the terrain of sport management research, shedding light on foundational aspects such as research methodologies, customer centricity, and the complex dynamics governing customer expectations and perceptions within the services sector. Within this analytical framework, the chapter systematically dissects the multifaceted landscape of customer expectations, providing a nuanced understanding of both general expectations and those specific to the sports industry’s services. Thorough examination of factors influencing service expectations and perceptions enhances comprehension of the determinants shaping consumer perspectives. The chapter not only achieves its stated objectives—defining the scope of marketing research, analyzing customer expectations, exploring customer perceptions, and explicating the marketer’s role—but also carries substantial implications for practitioners, underscoring the strategic significance of informed marketing research in influencing consumer outlook and experiences in the dynamic realm of sport marketing.