Improving service-center employees’ performance by means of a sport sponsorship

Purpose Sponsorships targeting an internal audience, e.g. employees, are still under-researched. The purpose of this paper is to investigate how employees perceive and evaluate a sponsorship that is designed with the purpose of improving customer services and explore how the company may benefit from the sponsorship. Design/methodology/approach The study is anchored in critical realism and based on a single case study using multiple methods. The...