Fatemeh Abdavi; Sajjad Pashaie; Mitra Gafari
Abstract
Nowadays, one of the tools for communicating with sports clients and engaging with audiences in public relations is sports marketing. The present study seeks to investigate the mediating role of sport customer appreciation in influencing communication marketing components on loyalty. The statistical ...
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Nowadays, one of the tools for communicating with sports clients and engaging with audiences in public relations is sports marketing. The present study seeks to investigate the mediating role of sport customer appreciation in influencing communication marketing components on loyalty. The statistical population of this study includes all the clients of Tabriz city gym clubs. In this study, random cluster sampling was done to reach the customers of bodybuilding clubs due to the size and distribution of the statistical population. The statistical sample of the study was based on the Morgan table of 385 (athletes) from club clients. Questionnaire was used for data collection. Relationship between variables using AMOS20 structural equation modeling, and using common and standardized regression weights were analyzed. Also for testing the research hypotheses error level of 0.01 was considered. The results of the empirical test of the research model confirm the essential role of relational marketing components (direct communication, tangible reward, interpersonal communication, and preferential behavior) in the appreciation and loyalty of fitness club customers at the significant level of 0.01. The mediating role of gratitude in influencing relational marketing variables is also important. Therefore, public relations will increase the incentive to attract customers and allow club managers to fill the vacuum of non-customer relationship through marketing as an alternative. It is suggested that bodybuilding clubs increase the quality of their communication with their clients by lending confidence to their clients, to make them loyal to themselves
Zahra Pourhoseyn; Fatemeh Abdavi; Vajiheh Javani; Sajjad Pashaie
Abstract
The purpose of this study was to review the effect of social network on word of mouth advertising due to loyalty and attachment to the brand in Iran Football Premier League.The statistical population of the study consisted of supporters of football teams, who use social networks. 376 people were selected ...
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The purpose of this study was to review the effect of social network on word of mouth advertising due to loyalty and attachment to the brand in Iran Football Premier League.The statistical population of the study consisted of supporters of football teams, who use social networks. 376 people were selected as the statistical sample. To collect data, a valid and reliable questionnaire was used. To analyze data SPSS and AMOS was used, and path analysis was applied to determine the direct and indirect effects of the research variables. The results of path analysis showed that there is a significant positive correlation between independent variables and mediators with the variable of propagation as a dependent variable. In general, clubs should increase the attachment of fans to the brand, to identify the personality traits of the club, reflect these features in their brand management strategies as well as adapting these features to the personality traits of the fans and this will lead to positive word of mouth advertising in the community and virtual networks for the club
Mehrdad Moharramzadeh; Sajjad Pashaie; Mir Davod Hoseyni
Abstract
In recent years, the need to change the direction of the exchange approach to communication in customer relationship management has been widely considered. The purpose of this study was to, the Effect of Customer Relationship Management on Satisfaction and Loyalty of Customers Referring to East Azarbaijan ...
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In recent years, the need to change the direction of the exchange approach to communication in customer relationship management has been widely considered. The purpose of this study was to, the Effect of Customer Relationship Management on Satisfaction and Loyalty of Customers Referring to East Azarbaijan province to sport Places. The present research is applied in terms of purpose and in terms of descriptive-survey method. The statistical population of the present study included people referring to places and recreation centers of East Azarbaijan province in the year 2018-2019. The data were collected using standard questionnaires of Mahmoudi et al. (2017), Alawi Shad (2008). The results of the hypothesis test can be illustrated by SMART-PLS software using t-test and path coefficients (b). The findings of the research showed a direct and significant relationship between the components of customer relationship management (customer perception and separation, customer relationship, client acquisition and customer relationship development, relationship development) with satisfaction with a coefficient of 0.61 and a statistic of 16.700 At the significant level, there is a significant correlation between customer satisfaction and customer satisfaction (B = 0.78). Therefore, changing the commercial space and marketing transformation through customer relationship management in order to increase the satisfaction and loyalty of the customers of sports facilities is necessary, so providing services with care and attention to the needs and interests of the customer is the most important factor in attracting and retaining customers in the places.
Yaguob Badri Azarin; Sajjad Pashaie; Vahid Hafezi; Hasan Fateh
Volume 5, Issue 3 , July 2018, , Pages 15-26
Abstract
At the beginning of the third millennium, a new era has experienced the world of sports. Successful clubs are always looking for thods and tools as competitive advantages and for continuous improvement and improvement. One of these tools is customer relationship management, which is ...
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At the beginning of the third millennium, a new era has experienced the world of sports. Successful clubs are always looking for thods and tools as competitive advantages and for continuous improvement and improvement. One of these tools is customer relationship management, which is nowadays titled Electronic Customer Relationship Management(E-CRM) with the development of technology and communications. The purpose of this study was, analysis the mediating role of quality of ticket sale electronic services the performance of E-CRM of League Football matches of Iran. The research method is descriptive survey. The population of this research is spectators of sports events. For data collection was used, Al Momanyi and Nor (2009) a questionnaire. The results of hypothesis testing can be software SMART-PLS and using the t test and path analysis (B), respectively. The results showed; there is direct communication between (ease of use, usability, joy of Service) with E-CRM performance, also a significant and positive impact mediating role of quality of electronic services the effect of service (ease of use, usability, joy of service), the performance of E-CRM, was confirmed. So it can be concluded, E-CRM as a strategy, software, process and should have a special place in the sports industry in Iran. Although there are the problems in the implementation of infrastructure, but the basic conceptual models can be being Good starting point for operation of electronic customer relationship management (E-CRM) in clubs.