The Mediating Role of Sport Customer Appreciation in the Impact of Communication Marketing Components in Sport on Loyalty

Abdavi, Fatemeh; Pashaie, Sajjad; Gafari, Mitra

doi:10.30473/jsm.2020.52030.1396

Document Type : Research Paper

Authors

¹ Associate Professor, Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, IRAN

² Ph.D student, Sport Marketing Management University of Tabriz

³ MA, Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, IRAN

https://doi.org/10.30473/jsm.2020.52030.1396

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 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

Keywords

20.1001.1.23455578.1400.9.1.1.3

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Communication Management in Sport Media

The Mediating Role of Sport Customer Appreciation in the Impact of Communication Marketing Components in Sport on Loyalty

References

References

Volume 9, Issue 1 - Serial Number 33
May 2021
Pages 103-115

The Mediating Role of Sport Customer Appreciation in the Impact of Communication Marketing Components in Sport on Loyalty

References

References

Volume 9, Issue 1 - Serial Number 33May 2021Pages 103-115

Volume 9, Issue 1 - Serial Number 33
May 2021
Pages 103-115