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Article: The Hong Kong Jockey Club: Transforming Customer Experience Through Information Technology
Title | The Hong Kong Jockey Club: Transforming Customer Experience Through Information Technology |
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Authors | |
Keywords | Information technology Customer experience Innovation Entertainment industry Hong Kong |
Issue Date | 2014 |
Publisher | Association for Information Systems. The Journal's web site is located at http://aisel.aisnet.org/cais/ |
Citation | Communications of the Association for Information Systems, 2014, v. 34, article no. 58, p. 1115-1132 How to Cite? |
Abstract | For over 125 years, the Hong Kong Jockey Club (“the Club”) had been Hong Kong’s sole organizer of horseraces. Although it had made horserace betting a popular game in Hong Kong, its customers were aging. To change this, the Club launched a project to make the game more enjoyable for its customers of the technology-savvy generation. Based on market research and the latest technological developments, the project team set out to transform the customers’ journey from studying horses to placing a bet. It wanted to develop large multi-touch tables with an integrated smartcard payment system. But this meant major technical and organizational hurdles along the way. After two years the Club launched the world’s largest betting entertainment tables. This teaching case describes the Club’s project from defining the problem to evaluating its innovation, emphasizing the importance and difficulties of customer-oriented design. |
Persistent Identifier | http://hdl.handle.net/10722/203546 |
ISSN | 2023 Impact Factor: 1.7 2023 SCImago Journal Rankings: 0.620 |
DC Field | Value | Language |
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dc.contributor.author | Zwanenburg, SP | en_US |
dc.contributor.author | Farhoomand, AF | en_US |
dc.date.accessioned | 2014-09-19T15:27:00Z | - |
dc.date.available | 2014-09-19T15:27:00Z | - |
dc.date.issued | 2014 | en_US |
dc.identifier.citation | Communications of the Association for Information Systems, 2014, v. 34, article no. 58, p. 1115-1132 | en_US |
dc.identifier.issn | 1529-3181 | - |
dc.identifier.uri | http://hdl.handle.net/10722/203546 | - |
dc.description.abstract | For over 125 years, the Hong Kong Jockey Club (“the Club”) had been Hong Kong’s sole organizer of horseraces. Although it had made horserace betting a popular game in Hong Kong, its customers were aging. To change this, the Club launched a project to make the game more enjoyable for its customers of the technology-savvy generation. Based on market research and the latest technological developments, the project team set out to transform the customers’ journey from studying horses to placing a bet. It wanted to develop large multi-touch tables with an integrated smartcard payment system. But this meant major technical and organizational hurdles along the way. After two years the Club launched the world’s largest betting entertainment tables. This teaching case describes the Club’s project from defining the problem to evaluating its innovation, emphasizing the importance and difficulties of customer-oriented design. | - |
dc.language | eng | en_US |
dc.publisher | Association for Information Systems. The Journal's web site is located at http://aisel.aisnet.org/cais/ | - |
dc.relation.ispartof | Communications of the Association for Information Systems | en_US |
dc.subject | Information technology | - |
dc.subject | Customer experience | - |
dc.subject | Innovation | - |
dc.subject | Entertainment industry | - |
dc.subject | Hong Kong | - |
dc.title | The Hong Kong Jockey Club: Transforming Customer Experience Through Information Technology | en_US |
dc.type | Article | en_US |
dc.identifier.email | Farhoomand, AF: ali1@hku.hk | en_US |
dc.identifier.authority | Farhoomand, AF=rp01060 | en_US |
dc.identifier.hkuros | 237939 | en_US |
dc.identifier.hkuros | 237934 | - |
dc.identifier.hkuros | 237932 | - |
dc.identifier.hkuros | 237924 | - |
dc.identifier.volume | 34 | en_US |
dc.identifier.spage | 1115 | - |
dc.identifier.epage | 1132 | - |
dc.publisher.place | United States | - |
dc.identifier.issnl | 1529-3181 | - |