Sport Physiology & Management Investigations

Sport Physiology & Management Investigations

Identification and Ranking the Development perspectives of Esports Business with Combined Approach of Fuzzy Delphi, BSC and MADM

Document Type : Original Article

Authors
Hossein Abdolmaleki
Seyed Bahador Zakizadeh
Seyed Nemat Khalifeh
Assistant Professor, department of sport management, Karaj branch, Islamic Azad University, Karaj, Iran
Abstract
E-sports are growing all over the world, and more and more people are getting involved as players or spectators. Therefore, the present study identifies and ranks the development perspectives e-sports businesses with a combined approach of BSC, fuzzy Delphi and MADM. The statistical population of this research in the qualitative section included 15 sport management experts. In quantitative section, customers who had been members of e-sports centers in Tehran for at least 1 year were considered as statistical population. Based on PASS statistical software and research objectives, the sample size was estimated between 320 and 385 people, and finally 330 questionnaires were analyzed. In the qualitative section, according to the fuzzy Delphi method and BSC, the following factors as financial perspective (development of revenue opportunities, strengthening customer value, improving productivity of services, appropriate pricing of e-sports services, participation of private investors, diverse payment systems); internal processes (Efforts to increase the lifespan of customers, identifying unprofitable sectors, identifying the strengths and weaknesses of the center, expanding the quality and variety of services, creativity and innovation); customer (providing special services to loyal customers, having experienced trainers, having attractive and modern facilities, motivating customers, business environment security) and growth and learning (formulating future development plans of the center, organizing worn-out equipment, evaluating the qualifications of employees, using new methods of sports marketing, paying attention to competition and having competitive advantages) were identified. At the end and according to the research results, suggestions were made for managers of e-sports businesses that doing them can help improve their business situation.
Keywords
Video games
marketing
customer
competitive advantage
game net
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