In collaboration with Payame Noor University and Scientific Association of Sports Management of Iran

Document Type : Research Paper


1 Associate Professor Department of Sport Science, Isfahan [Khorasgan] Branch Islamic Azad University, Isfahan, Iran.

2 Associate professor in Sport Management, Payam Nour University.

3 Mater Science in Sport Management, Mobarake Branch Islamic Azad University, Isfahan, Iran


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.


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