Masoumeh Ghalenoei; ALI MOHAMMAD safanya; Reza Nikbakhsh; Hamidreza Talaei
Abstract
In today's age, when the concepts of communication, competition, customerism, and business are inextricably linked, electronic marketing as an element of existing business and business plays a central role in maintaining and surviving businesses through attracting and retaining customers, introducing ...
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In today's age, when the concepts of communication, competition, customerism, and business are inextricably linked, electronic marketing as an element of existing business and business plays a central role in maintaining and surviving businesses through attracting and retaining customers, introducing and introducing them. products and creating motivation to feel the need to buy, the main purpose of the current research is to analyze the factors affecting digital marketing in sports clubs in Tehran. The current research is of mixed model (qualitative-quantitative) or grand theory type. In which, qualitative method is used to collect the variables in the context of real life through interviews. The statistical population was used in the qualitative part of the research, with the interview method, according to experts and specialists who had more than 10 years of direct experience in managing sports marketing in social media, which ultimately led to the extraction and identification of variables. And the saturation sampling method was used. 20 in-depth semi-structured interviews were conducted to the theoretical saturation of experts. In the quantitative part of this research, the statistical population is the managers of sports clubs in Tehran province, 384 people were selected as the sample size using the cluster sampling method and the Cochran formula. The statistical analysis of this research is on two qualitative and quantitative levels. Done. At the qualitative level, content analysis and coding were used, and at the quantitative level, the analysis was done with spss software. .
Rasool Nazari; Mohammad Ali Ghareh; Shiva Asadolahi
Abstract
Objective: The purpose of this study was to model the relationship between creativity, customer relationship management and customer loyalty management and sports clubs.Methodology: The study was descriptive and correlation. The population was all managers of Isfahans fitness and sport clubs. The number ...
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Objective: The purpose of this study was to model the relationship between creativity, customer relationship management and customer loyalty management and sports clubs.Methodology: The study was descriptive and correlation. The population was all managers of Isfahans fitness and sport clubs. The number of directors was estimated to be 220. A sample population of 140 randomly selected clusters of the city. The data from questionnaires creativity, customer relationship management and customer loyalty were used. After the face and content validity was confirmed by experts. Through test-retest reliability was calculated for each of three questionnaires (α =0.91, 0.93, 0.89), respectively. In order to compare the results of regression and structural equation modeling was used. All data were analyzed using SPSS and LISREL. Results: The results show that path analysis presenting a model of the relationship between creativity managers and customer relationship management with customer loyalty favorable model. Conclusion: Since innovation and creativity, the ability to combine ideas or create continuity between the ideas, therefore, managers must be innovative ways to communicate with customers more loyal customers consider.
Masoud Freydoni; Masoume kalateh seifari
Volume 5, Issue 4 , May 2017, , Pages 101-108
Abstract
The aim of current study was designing a model of the effect of marketing mix efforts and brand value on Persepolis fans responses. The study was particular as from aim aspect and it was descriptive- survey as from collecting data aspect. The population of this study included the whole Persepolis fans ...
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The aim of current study was designing a model of the effect of marketing mix efforts and brand value on Persepolis fans responses. The study was particular as from aim aspect and it was descriptive- survey as from collecting data aspect. The population of this study included the whole Persepolis fans buying in minimum one ticket of the games and going to the stadium that on the base number of questionnaire items (41 items), 410questionnaires were collected as the sample. With review literature, the primary model was designed then on the base of it, the survey questionnaire was designed and its validity was measured with the number of university sport experts and with EFA method. After determining of reliability, the questionnaire was distributed. Analyzing the data was done with Pearson correlation and SEM. The results was shown marketing mix efforts effects (PC=0.53) on band equity and (PC=0.46) on fan’s response of Persepolis FC. Also brand equity has effect on fan’s response (PC=0.51). The proposed model approved the effect marketing mix efforts on fan’s response with modifying brand equity so the results are suggested to FC managers focus on improvement their FC brand to result high positive fans’ responses and to achieve higher funding
