Sports marketing and its relationship in the value creation for the customers of Sport Center, Trujillo, 2019

Abstract

ABSTRACT In the company Sport Center, Trujillo, weaknesses in sports marketing strategies are distinguished in relation to the customer value creation since the media they use to promote their products are normally no longer used by customers. Therefore, this research aims to analyze the relationship between sports marketing and value creation for customers of Sport Center, Trujillo. The design of this research is non-experimental, correlational, and cross-sectional. To obtain the data, instruments such as a questionnaire were used, which was processed using software to measure the reliability value. For sports marketing, a value of 0.875 was achieved, showing a considerably high reliability; for value creation, a value of 0.808 was achieved, with a high reliability. Similarly, the relationship between sports marketing and customer value creation was analyzed, where a value of 0.791 was achieved, indicating a high positive correlation. The research results showed that sports marketing strategies have a high impact on customer value creation because they influence their purchase decision. However, it is important to bet on generating new alliances and implementing new strategies to attract and retain new customers.