Document Type : Research Paper
Authors
1 M.A. Sport Management ,University of Guilan
2 Professor of Sport Management, University of Guilan
3 Assistant Professor of Sport Management, University of Guilan
Abstract
This research was conducted to design a consumer behavior model through the quality and ownership of the relationship in the private sports club of Rasht. Research method was descriptive, correlative method, which applied in fieldwork. Statistical society of research were among costumers of Rasht's sports clubs in which selected through clustered sampling from all 10 areas of Rasht city. Through simple random sampling, 2 clubs has been selected from those areas with more than 10 clubs and 1 club from those areas with less than 10 clubs. According to statistical society among those customers who were ready to cooperating with researcher, 384 costumers answered to the questionnaire about relationship quality, behavior and property of costumers and questionnaire about loyalty. Structural equation and least squares method was used for data analysis. Findings showed that the relationship between quality of communication with loyalty and behavior, quality of communication with behavior with loyalty mediation was significant. There was a significant relationship between customer loyalty and customer behavior, there was a significant relationship between the relationship between loyalty and behavior, communication with loyalty mediation. is concluded that, in addition to the quality of Relationship with their Customers, the club managers should pay attention to their relationship characteristics.
Keywords
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