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Ebbsfleet United Football Club
C/M/938. Dissertation. Customer Relationship Marketing and E-Loyalty at Ebbsfleet United Football Club
- WORDS:
- 10400
- DATE:
- 2008
- PRICE:
- 109.99 GBP
The dissertation examines how Ebbsfleet United Football Club (EUFC) used its website to build relationship with fans for creating and maintaining e-loyalty. Literature is reviewed on the theory of relationship marketing, customer loyalty, and e-loyalty. The main antecedents of e-loyalty to the football club are examined using a survey of fans and highlighting the areas were the club was performing well, and the areas that need to be improved. Conclusions are made about the use of relationship marketing by EUFC through their website and associated Internet marketing channels.
KEYWORDS: Dissertation, Ebbsfleet United Football Club, EUFC, e-loyalty, relationship marketing,
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