Enhancing Customer Experience in Running Events: A Service Design Approach Using the Customer Experience Modeling Method

Τhe purpose of this study was to explore the factors influencing runners’ experiences throughout their customer journey and to propose experience-driven service improvements by applying the Customer Experience Modeling (CEM) method. A qualitative approach involving 26 semi-structured interviews and five participant observations were employed. Data were analyzed using the Grounded Theory methodology. The application of the CEM method identified four key factors shaping runners’ experiences: digital support services, safety within service systems, human interactions, and the availability of event-related services during pre- and post-race stages. This study theoretically contributes to customer experience understanding by emphasizing the interplay and orchestration of multiple factors that collectively shape the event experience, rather than focusing on isolated elements. Furthermore, it offers practical recommendations for sports event organizers, proposing new service improvements to enhance participants’ overall experience.