From Consumer to Co-Creator: A new approach to innovation in sports services

Articles in Press

Document Type : Original Article

Authors

1 Department of Sports Management, Faculty of Sports Sciences, Urmia University

2 Associate Professor of Sports Management, Faculty of Sports Sciences, University of urmia, urmia, Iran

3 3. Professor of Sports Management, Faculty of Sports Sciences, University of urmia, urmia, Iran

4 Associate Professor of Sports Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

10.22034/sms.2025.142112.1405

Abstract

Investigating the role of sports club service consumers in service innovation is beneficial for developing new strategies. The aim of the present study was to identify the roles of consumers in service innovation in sports clubs. The present research method was qualitative, applied and exploratory in accordance with the research results. In-depth semi-structured interviews were used to collect research data. The research population included consumers of individual and team sports in Kermanshah province. 21 participants were selected to represent consumers of sports clubs in Kermanshah province. The interviews were conducted purposefully and in a snowball method and continued until theoretical saturation was reached. The collected data were transcribed verbatim and analyzed using thematic analysis in three stages of open, axial, and selective coding. Nine subcategories were obtained from the interviews of sports service consumers, which were placed in three main categories: interaction and participation, support and learning, and technology acceptance. The results can be used to supplement the theoretical foundations of this field. Also, the results of this research can act as a roadmap for relevant organizations to pursue service innovation more effectively.

Keywords

Main Subjects

Sports Marketing Studies

Articles in Press, Accepted Manuscript
Available Online from 04 August 2025

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