Prediction of customer attraction through marketing mix elements and the use of ICT at private Sport clubs

Increasing the presence and appearance of powerful rivals and the constant change in the tastes of the athletic club customers has gone through a number of dangers. The purpose of this research was Prediction of customer attraction through marketing mix elements and the use of ICT at private Sport clubs. The present research is applied research that is descriptive in terms of descriptive strategy and in terms of survey performance, while collecting information by field method and through a questionnaire tool. The statistical population of all Isfahan professional club clients was. Based on the Cochran formula, a sample of 384 people was selected as the statistical sample. In order to collect information, we used Moghimi marketing mixing questionnaire (2010), information technology and attracting researcher made customers. After verifying the factual and content validity of the questionnaires by experts, reliability was calculated through Cronbach's alpha (0.76, 0.79, 0.74), respectively. Route analysis of structural equations was used to analyze the findings. Findings show that the fitting of the structural model of the coefficients t for all research relationships is greater than 1.96; the appropriateness of fitting the structural equation model can be confirmed. In general, it can be admitted that the combination of marketing and the use of information technology directly affects the process of attracting and retaining customers of private clubs, so it is recommended that managers use these strategies to highlight the competitive advantages of clubs through Use physical and virtual space in the job.