Designing and providing the appropriate structural model for success of customer relationship management in the sports service sector places in Iran: Multi-Method Analysis

Document Type : Research Paper

Authors

1 Associate Professor, Department of Sport Management, Faculty of Physical Education

2 Professor, Department of Business Administration at the Università degli studi di Palermo, Italy

3 Assistant Professor, Department of Sport Management, Faculty of Physical Education, University of Cumhuriyet, Turkey

4 Ph.D student of sport marketing management, University of Tabriz, Tabriz, IRAN

Abstract

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.

Keywords

References

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Applied Research in Sport Management
Volume 9, Issue 3 - Serial Number 35
WinTer 2021
February 2021
Pages 41-56

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History

  • Receive Date: 25 January 2020
  • Revise Date: 10 May 2020
  • Accept Date: 18 December 2020

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