Customer experience management in the context of forming human-centricity and client-centricity in the sports industry

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S.V. Karpova
Financial University under the Government of the Russian Federation (Moscow, Russia).
Email: svkarpova@fa.ru
S.N. Skorokhodov
Financial University under the Government of the Russian Federation (Moscow, Russia).

No. 6, pp. 52–54

Received: 14.05.2026 | Published: 02.06.2026

CC BY 4.0

Abstract

Objective of the study is to develop customer experience management mechanisms that ensure the transition of sports organisations from transactional interaction to the formation of emotional loyalty through client-centricity and human-centricity. Methods and structure of the study. A systematic analysis of scientific and analytical literature was chosen as the priority, main research method, supplemented by the method of conceptual modelling and comparative characterisation. The data collection procedure included, above all, the search and analysis of relevant publications in scientific databases for the period from 2020 to 2025. Results and conclusions. The result of the conducted study is a scientifically substantiated conclusion that a comprehensive multi-level structure of customer experience management, encompassing not only touchpoints but also the internal culture of a sports organisation, determines the synergy of client-centricity (orientation towards the needs of the service consumer, content) and human-centricity (consideration of ethical and social human values).

Keywords

sports industry, customer journey, customer experience, human-centricity, client-centricity, sports marketing, fan loyalty

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