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Customer relationship management at Sport Lisboa e Benfica: football customer segmentation
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Orientador(es)
Resumo(s)
The purpose of this study is to consolidate the knowledge and learning from the field lab at
SL Benfica and propose a conceptual framework for customer-based lifecycle segmentation that
suits the club’s needs and its customer base. Relevant customer relationship management and
segmentation literature was reviewed and served as the basis for the proposed segmentation method
supported by 78 qualitative semi-structured interviews with Benfica supporters. Benfica needs to
improve its targeting and marketing efforts and realize the true potential behind certain segments of
customers within its database by applying a customer-based lifecycle segmentation technique as
proposed in this study.
Descrição
Palavras-chave
Customer segmentation Football Benfica Customer lifecycle