Payame Noor University Applied Research of Sport Management 2345-5551 9 3 2021 01 20 Designing and providing the appropriate structural model for success of customer relationship management in the sports service sector places in Iran: Multi-Method Analysis Designing and providing the appropriate structural model for success of customer relationship management in the sports service sector places in Iran: Multi-Method Analysis 41 56 7386 10.30473/arsm.2021.7386 FA Fatemeh Abdavi Associate Professor, Department of Sport Management, Faculty of Physical Education Yahqub BadriAzrine Associate Professor, Department of Sport Management, Faculty of Physical Education Salvatore Cincimino Professor, Department of Business Administration at the Università degli studi di Palermo, Italy Mücahit Fişne Assistant Professor, Department of Sport Management, Faculty of Physical Education, University of Cumhuriyet, Turkey Sajjad Pashaie Ph.D student of sport marketing management, University of Tabriz, Tabriz, IRAN Journal Article 2020 01 25 The purpose of this study was to, design and present a successful model of customer relationship management in Iran sports service sector places. This research is a multi-method research in terms of research design. The statistical population of this study consisted of experts (13 persons) and customers of sports facilities (384 persons). Data analysis was done in both quantitative and qualitative parts. Meta-analysis software was used to collect the required data to identify the factors affecting the success of customer relationship management, and to fit the model initially. Delphi technique was used through interviewing experts to design successful model of relationship management with sports clients. Also, structural equation modeling software at the significant level of 0.001 was used to determine the relationships between structures. To determine the reliability of the questionnaire, a small portion of the statistical population using Cronbach's alpha at the 0.001 level of reliability of the 42-item questionnaire was 0.89. According to the output obtained from CMA meta-analysis software, Delphi technique and SEM, the comprehensive model and effective model of customer relationship management success in Iran's sports services sector was validated with 14 constructs. Therefore, service organizations must focus all their activities and capabilities on customer satisfaction, as customers are the only source of return on investment. However, competitive markets today require all organizations to be customer oriented. The purpose of this study was to, design and present a successful model of customer relationship management in Iran sports service sector places. This research is a multi-method research in terms of research design. The statistical population of this study consisted of experts (13 persons) and customers of sports facilities (384 persons). Data analysis was done in both quantitative and qualitative parts. Meta-analysis software was used to collect the required data to identify the factors affecting the success of customer relationship management, and to fit the model initially. Delphi technique was used through interviewing experts to design successful model of relationship management with sports clients. Also, structural equation modeling software at the significant level of 0.001 was used to determine the relationships between structures. To determine the reliability of the questionnaire, a small portion of the statistical population using Cronbach's alpha at the 0.001 level of reliability of the 42-item questionnaire was 0.89. According to the output obtained from CMA meta-analysis software, Delphi technique and SEM, the comprehensive model and effective model of customer relationship management success in Iran's sports services sector was validated with 14 constructs. Therefore, service organizations must focus all their activities and capabilities on customer satisfaction, as customers are the only source of return on investment. However, competitive markets today require all organizations to be customer oriented. https://arsmb.journals.pnu.ac.ir/article_7386_227e2c36dcacc0a59424509482c6cbac.pdf