The Model of relationship between creativity, customer relationship management and customer loyalty management Sport clubs

Nazari, Rasool; Ghareh, Mohammad Ali; Asadolahi, Shiva

doi:10.30473/arsm.2019.5706

Document Type : Research Paper

Authors

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

https://doi.org/10.30473/arsm.2019.5706

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 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.

Keywords

20.1001.1.23455551.1398.7.4.3.2

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Applied Research in Sport Management

The Model of relationship between creativity, customer relationship management and customer loyalty management Sport clubs

References

References

Volume 7, Issue 4 - Serial Number 28
Spring 2019
May 2019
Pages 37-44

The Model of relationship between creativity, customer relationship management and customer loyalty management Sport clubs

References

References

Volume 7, Issue 4 - Serial Number 28Spring 2019May 2019Pages 37-44

Volume 7, Issue 4 - Serial Number 28
Spring 2019
May 2019
Pages 37-44