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Designing a Customer Relationship Management Model in Sports Stores with ISM Approach

Document Type : Research Paper

Authors

1 Department of Physical Education & Sport Sciences, Yasuj Branch, Islamic Azad University, Yasuj, Iran

2 Assistant Prof. in Department of Sports Management, Yasouj Branch, Islamic Azad University, Yasouj, Iran

3 Associate Prof. in Department of Physical Education & Sport Sciences, Shiraz Branch, Islamic Azad University, Shiraz, Iran

Abstract

The purpose of this study was to design a customer relationship management model in sports stores with ISM approach. This research is applied in terms of purpose & data collection was done in the field in a mixed qualitative & quantitative manner. The statistical population in the quantitative section included all managers of large sports stores that using stratified sampling method with proportional volume & the formula of Cochran sample size & the probability of possible fall, 400 people were selected as a sample & in the qualitative section, 18 They were experts. The research tool in the first part was a researcher-made questionnaire containing 12 factors affecting the development of customer relationship management in sports stores & in the second part, the structural self-interaction form. The validity of the questionnaire was confirmed by 10 professors of sports management at the university & its reliability was confirmed using Cronbach's alpha calculation (α=0.87). Interpretive structural modeling technique was used to structure the factors. Findings showed the effectiveness of 12 factors & the structuring of factors at five levels. Factors of knowledge learning, knowledge dissemination & training classes for marketers & sales department were the model. Focusing on training & improving the level of knowledge & awareness of marketers as well as customers will facilitate the achievement of other factors & will help develop customer relationship management in department stores.

Keywords

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Communication Management in Sport Media
Volume 10, Issue 1 - Serial Number 37
November 2022
Pages 65-79
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History
  • Receive Date: 16 July 2021
  • Accept Date: 26 August 2021
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