The Study of the Role of Customer Relationship Management on Customer Loyalty with the Mediating Role of Psychological Capital in Futsal Premier League Fans

The purpose of this study was to investigate the role of customer relationship management on customer loyalty with the mediating role of psychological capital of Futsal Premier League fans. The present study in terms of purpose is applied and in terms of data collection was descriptive-survey. The statistical population of this study is all fans of Mess Sungun and Giti Psand that 384 questionnaires were randomly distributed among the fans of these two teams. In this study, the questionnaires of psychological capital of Lutans (2007), customer relationship management of Izadi et al. (2014) and customer loyalty of Mahoney et al. (2000) were used and their validity and reliability were confirmed. Use elasticity and skewness indices to evaluate the distribution of data (natural or abnormal) and to answer and answer research questions and to draw up a measurement model and structural model using SPSS version 24, Smart PLS version 2.0 was used. The results showed that customer relationship management (with adherents) influenced their loyalty. Customer relationship management also affects psychological capital. On the other hand, psychological capital also affects the loyalty of supporters. Therefore, psychological capital is an influencing factor on the effect of customer relationship management and customer loyalty.