Managing the experience of fans as stakeholders : case Ilves Hockey

Abstract

Aim of this master’s thesis was to understand how active fans of Finnish ice hockey team Ilves are experiencing Ilves home games and being stakeholders of the organization. Considering fans as stakeholders is important perspective for managing and developing their experience as customers. Developing their experience is important, as they are very loyal customers, while continuously consuming the product of the organization. Through strengthening the stakeholder relationship, it is possible to create strong bond which helps organization strategically, but it also helps in customer experience related development. Current state of the provided game experience is one topic to be studied, while we also want to form an understanding about stakeholder relationship’s current state. After understanding existing situation, possible development areas can be considered.

Research is qualitative, and empirical data is collected through discussing topics of stakeholder relationship and customer experience in phone interview with the organization’s representative, while forming wider view of fan opinions through questionnaire shared on social media. Interview is semi- structured and positivist. Questionnaire has emotional interviewing approach, as we want to form a view of the current experience each fan subjectively has.

Fans actively going to home games of Ilves are currently having mostly good game experiences. Areas in need of development considering the customer experience are supplementary services of the game event, as experiences are not frictionless due to crowds. Off-ice entertainment is receiving varying appreciation. Fans are very heterogenous group of people, so entertainment is not a topic one can easily develop in a way that everyone will be satisfied. Areas that are not currently bad but would likely increase satisfaction of customers are increasing collectiveness of fans, as well as focusing on overall innovativeness.

Current stakeholder relationship and connection with supporter groups is strong, but cooperation with season ticket holders who are not members of supporter groups could be improved. Organization could also position itself as more fan oriented.

These results can be used in development of strategies related to game events and stakeholder relationships in the organization of Ilves-Hockey Oy. Results of this research are suitable for other sport organizations as well, when considered in context of theirs. It is likely that similar areas being developed could increase satisfaction in other sports, as well.