جستجوی مقالات مرتبط با کلیدواژه « بازاریابی رابطه ای » در نشریات گروه « تربیت بدنی »

The general purpose of the present study was to investigate the effect of relationship quality on the presence, media and purchasing behavior of fans of Iran's premier football league teams. The current research was a descriptive research of the correlation type. The statistical sample was the fans of the Premier Football League of Iran 1399-1400 season, who were selected by proportional sampling method. In this research, the relationship quality, attendance, media and shopping questionnaires of Kim et al. (2011) were used. The results showed that the quality of the relationship with regression coefficients of 0.63, 0.57 and 0.65 and critical ratios of 18.48, 16.97 and 17.72 respectively on the behavior of buying goods, media and attendance at the stadium of League fans. Iran's top football has a significant positive effect.

Customer gratitude can be considered a promising tool for improving the organizations’ performances. For this purpose, the present study aims at investigating the effectiveness of relationship marketing investment on the customer gratitude in private sports clubs based on the mediating role of relationship quality.

This research is a descriptive-correlational study. Since the number of the statistical population is not determined, a number of 384 people were selected randomly based on Krejcie and Morgan's table, and a total of. 369 of 384 questionnaires were returned as completed to be used in the study. To collect the data, Dewani et al.’s (2016) relationship marketing questionnaire , Izadi’s (2012) relationship quality questionnaire , and Bock et al.’s (2016) gratitude questionnaire were used. The face and content validities of questionnaires were confirmed by experts in sport management and their reliability was confirmed by Cronbach’s alpha test (0.95). For analyzing the collected data, the structural equation model (SEM) was utilized.

The results showed that the relationship marketing dimensions indirectly affected the customer's gratitude through the mediator of the relationship quality. The relationship quality dimensions were also effective on increasing the gratitude (0.97).

Gratitude is an important factor in improving the quality of relationship on the one hand, and on the other hand, it will bring positive results to the organization, which will create loyalty between the customers and sports clubs and strengthen their relationship.

The purpose of this research was to design a model of Integrated Marketing Communication (IMC) tools for wrestling of Iran.

The statistical population of the qualitative part included 14 wrestling experts, who were selected by snowball method and at the limit of theoretical saturation, and in the quantitative part, the statistical population included 160 officials, athletes and coaches, sports experts and members of the media in the field of wrestling. Convenience sampling was used. The factors extracted from the combination of library sources and interviews with experts included 38 components. Construct validity was done by confirmatory factor analysis. The reliability of the questionnaire was calculated and verified using Cronbach's alpha coefficient. To analyze the data confirmatory factor analysis was used.

According to the research findings, a model with 5 dimensions consisting of 38 items was designed, among which the highest factor loads were in order of priority, advertising tools (0.72), public relations tools (0.71), sales promotion tools (0.67) are direct marketing tools (0.59) and personal sales tools (0.56).

Therefore, the results of this study present a comprehensive and comprehensive model that as a comprehensive framework to improve advertising with the model of integrated marketing communication tools (IMC) in the sport of wrestling puts Iran in front of sport and wrestling managers who can be up to a high percentage. It promotes wrestling, attracts spectators, attracts the support of sponsors, and ultimately increases revenue.

In recent decades, sports organizations have paid special attention to the importance of considering the purchase behavior of customers. Meanwhile, the variables that can have an impact on customers' purchase behavior have been considered. This study aimed to determine the causal relationship between relationship marketing and purchase behavior of spectators using structural equation modeling. For this purpose, two questionnaires including Kim’s relationship marketing and purchase behavior questionnaires (2008) were used. After confirming their validity and reliability, these questionnaires were distributed among the sample. Sample was consisted of 430 spectators who participated in Foolade_Shahr Stadium to watch the Sepahan’ games using Morgan table. The research method was statistical -correlational and it was based on the structural equation model. The results of path analysis showed that relationship marketing has an impact on purchase behavior of spectators (β= 0.043, p≤0.05). Considering the findings of this study, approaches can be provided to determine the strategy of relationship marketing and evaluate the impact of this strategy on purchase behavior of spectators- as the main customers of football clubs.

Nowadays, social responsibility is not limited to specific organization, and clubs and sports teams have included various forms of social responsibility in their goals and are involved in their implementation. The purpose of this study was to investigate the effect of club social responsibility on the supportive behavior of the brand of football fans with the mediating role of attitude: The moderator role was empathy. The method of the present study was descriptive-survey and was applied studies according to the purpose. In the present study, Persepolis Club as the study club and the statistical population of the present study consisted of all fans of Persepolis Club.360 people were selected as the research sample and the available sampling method was used. Galbraith (2010) questionnaire was used to evaluate social responsibility, Zhi et al. (2019) questionnaire was used to support brand behaviors, and Zhi et al. (2019) questionnaire was used to measure attitude and empathy variables.To review and analyze of the data, descriptive and inferential statistics were used using the construction equation model, which used SPSS 25 and Smart PLS 3.2.9 software for experiments and analysis. The results showed that social responsibility had an effect on brand support behaviors and fan attitudes, also,the attitude of the fans on the supportive behaviors of the brand was influential and the mediating role of the fans' attitude regarding the impact of social responsibility on the supportive behaviors was confirmed. Finally, empathy plays a moderating role between the impacts of club social responsibility on fan supportive behaviors.

Currently, customer loyalty is one of the keys to success and a basis for the profitability of the Sports Clubs. Hence, the purpose of this study was to develop structural modeling of customer loyalty in sports services based on relationship marketing by using structural equation modeling partial least square method.The population was included all both customers’ genders in fitness clubs of the Hamedan city (n=376), that were selected by random sampling. Measurement tools in the study for gathering data were the relationship marketing questionnaire (Abasi, 2002) and customer loyalty questionnaire (Huang, 1998), and the validity and reliability were approved. SmartPls v.3 and IBM SPSS Softwares were used to analyze the structural equation modeling and partial least square method. The results revealed that relationship marketing had a significant effect on customer loyalty that it is equal to β=0.391. An examination of the effect of relationship marketing components on customer loyalty showed that only the quality-of-service component had a significant effect on customer loyalty (β=0.303). In conclusion, paying attention to the total relationship marketing components is a strategy to influence customer loyalty in Sports Clubs. Consequently, there is a need for club managers and owners to pay particular attention to the basic elements of relational marketing in order to retain a stable and long-term relationship with their customers.

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

The research is to present a model for the effect of relationship marketing on the quality of services provided with themediational role of organizational brand in sports clubs in Kermanshah province. The research is a descriptive-correlation type. The statistical population of the study is managers of sport clubs in Kermanshah province. The statistical sample of the study was a stratified random sample of 324 people. The instruments were consisted of “relationship marketing questionnaire” Aria Modir with reliability of 0/88 and “Quality of service questionnaire” (2008) with reliability 0/75 and “Organizational brand questionnaire” Megars (2010) with reliability 0/91. Inferential statistics and structural equation modeling were used to study the effects of observed variables on the variables. The results showed that relationship marketing affects the organization brand of sports clubs (p = 0/99, p-value = 33/43). Relationship marketing also affects the quality of service (β = 0/78, p-value = 16) and organizational brand on service quality (β = 0/83, p-value = 21/44). Considering the positive effect of relationship marketing on service quality and the positive effects of relationship marketing on organizational brand and organizational brand on service quality, organizational brand variable can be considered as a partial mediator variable.  Sport club managers will use the principles of relationship marketing to satisfy their customers, their willingness to re-enter and reassure their customers and take advantage of a loyal customer for their portfolio.

Introduction and Objective:

There are various obstacles in implementing relationship marketing in sports tourism. On this ground, this research aims to identify and prioritize the existing obstacles in implementing relationship marketing in sports tourism.

In terms of purpose, this is an applied research and in terms of data collection method, this is a descriptive-analytic research (AHP) based on the geometric mean technique. On this basis, a questionnaire based on paired comparison with 4 criteria and 16 sub-criteria was developed based on Ndubisi’s conceptual framework (2007) and it was distributed among the statistical population which included a combination of Sports and Youngsters head administration specialists and the employees of the head administration of cultural heritage and tourism of the province of Kermanshah (37 individuals).

results gained from the conducted analyses indicated that the obstacles related to the relationships factor with significance degree of 0.445,obstacles related to trust factor with the significance degree of 0.245,obstacles related to commitment factor with the significance level of 0.166, and obstacles related to conflict factor with the significance level of 0.144, respectively had the highest and the lowest importance in relation to implementing relationship marketing in sports tourism.Discussion and

Communication is the heart of relationship marketing.Communication refers to the exchange and sharing of information in a timely manner and meaningful among tourists and providers of tourism services in the province.The higher the level of communication between tourists and service providers, the more likely it is to create a long-term or continuous relationship

Attracting and retaining customers is the best way to increase profitability based on rapid changes in competitive markets. The purpose of this study was to determine the relation between relationship marketing and shopping behavior and customer loyalty in swimming pools. The statistical population consisted of all customers of pools in Birjand  and  253 completed questionnaires from a total of 260 respondents were analyzed. Marketing and Shopping Behavior Questionnaire (Kim, 2008) and Customer Loyalty Inventory (Liu, 2008) were used to collect data. Reliability of the questionnaires was 0.93, 0.90 and 0.76 based on Cronbach's alpha test for relationship marketing questionnaire, shopping behavior and customer loyalty respectively. Pearson correlation and structural equation modeling were used to analyze the data of this research. The results showed there is a significant relationship between relationship marketing, shopping behavior and customer loyalty. Also the results of the pathway analysis confirmed the conceptual model of the research. Based on the findings, it is suggested that relationship marketing should be considered as one of the effective factors in attracting and retaining sports customers

This study aimed at designing the model of role of relationship marketing tactics on brand personality in football premier league clubs in Iran (Siyah Jamegan club). The study was descriptive-analytical conducted as a field. The statistical population included all fans of Siyah Jamegan sport club in Mashhad (2016) (N=295). In order to achieve the research aims, modified scale of relationship marketing by Ehsani and Izadi (1391) and modified scale of brand personality of sport teams by Tsiatsu (2005) were used. For data analysis, mean, standard deviation, structural equation modeling, Pearson and Spearman correlation tests, multiple regression and Q-Q plot were used. The results showed a positive, direct and significant relationship between relationship marketing components and brand personality in Siyah Jamegan sport club. Given the acceptable path coefficient and T value, relationship marketing had a significant and positive effect on brand personality in Siyah Jamegan sport club. In general, designing this model showed the need to enter a new concept called brand personality in football premier league clubs of Iran. Also, more attention to relationship marketing strategies is required to reach and benefit from the positive results of this entrance into Iran football.

The aim of this research was investigating the moderating role of gender on relationship between relationship-based marketing and customer loyalty in sports. This survey was descriptive-correlational research that 376 subjects (189 female, 187 male) took part in it. Data gathered through relationship between marketing questionnaire and customers’ loyalty questionnaire which their face validity was confirmed by 15 university experts and reliability was approved by alpha Cronbach’s of α=0.92, α=0.95, respectively. The data were analyzed using pearson correlation coefficient and Z Fisher test. The results showed that: there is significant relationship between relationship-based marketing components and male customers loyalty (p

The development of relationship marketing tactics may increase the profitability of sports industry. The researchers look for a valid and reliable tool to evaluate this tactic. However, this study aimed to determine the reliability and validity of Kim’s Sport Customers’ Relationship Marketing Questionnaire (2008) which consists of 28 questions. This questionnaire consists of trust, commitment, relationship satisfaction, self-connection, intimacy, loving team, and reciprocity components. After obtaining permission from owner of questionnaire, its content and face validity was investigated and confirmed by seven experts. This questionnaire was translated in the study of Hasani Zade (2012) by three-step approach. To determine the reliability, a pilot study was conducted on spectators of Esteghlal- Naft Tehran game in Azadi Stadium; the Cronbach's alpha coefficient for all components and questions was more than 0.70. To evaluate the validity of questionnaire, a sample consisted of 430 spectators who participated to watch the games of Sepahan in Foolad Shahr Stadium were selected randomly. The confirmatory factor analysis was used to test the construct validity. The outputs of LISREL software indicated that the selected items for measuring components of relationship marketing were valid and may evaluate well the relationship marketing of spectators. Given these findings, it can be said that adapted scale of sports spectators’ relationship marketing may be used as reliable and valid scale among football spectators.

The identification of barriers to relationship marketing will make easier achieving the main objectives of relationship marketing. For this purpose, researchers are looking for valid and reliable tool. Therefore, this study aimed to determine the validity and reliability of relationship marketing barriers in fans management researcher made questionnaire. In this regard, the content and face validity of questionnaire was confirmed by a group of experts. Conducting the pilot study on 41 cases, the Cronbach's alpha was used to determine the reliability of questionnaire (α= 0.702). Also, 141 questionnaires were collected for assessing the construct validity of research tool. The confirmatory factor analysis was used to test the construct validity of questionnaire. The LISREL output showed that the selected indicators for assessing the relationship marketing components were valid and could well evaluate relationship marketing.. Based on these findings, it was concluded that the adapted questionnaire of relationship marketing barriers could be used as a reliable and valid scale in management of fans

The purpose of this research is investigation of effect of the relationship marketing on relationship quality with the spectators of Iran women's volleyball professional league. The Research method was corelational research that it was performed field research. Therefore, 306 persons were selected randomly as the sample of research among all the spectators older than 14 years. Research instrument was standard questionnaire. Theirs validity and reliability were confirmed. In order to analysis the research data were used descriptive statistics and structural equity model by LISREL 8.80 and SPSS 22 softwares. In the proposed model, relationship marketing plays a role in explaining the relationship quality at a rate of 74% (0/862). In addition, social benefits with the highest load factor (0/65) is most important dimension in relationship marketing, and trust with the highest load factor (0/69) is most important dimension in relationship quality. This results can ensure to the Iranian Volleyball Federation and sports clubs that to create a sustainable competitive advantage to increase the relationship quality with spectators by use of social benefits and structural bonds. The other consideration suggestions are Holding regular and consistent volleyball leagues, the use of modern communication tools and socialization, Improve the interaction with the spectators by staff and also, Special attention to the needs and demands of spectators to enhancing relationship quality with their.

The purpose of the present research was to model the link between relationship marketing and customer loyalty. The population of this descriptive-correlational research consisted of all the users of Public swimming pools in Tehran.The sample size of research by coocran’s fomula is 375 users which were selected by using two-stage cluster sampling. Data were collected using the questionnaires of Kim et al., (2008) with 7 dimensions (trust, commitment, intimacy, identification, reciprocity, satisfaction, and conflict handling) and Allen and Meyer (1990) with 2 dimensions (attitudinal and behavioral loyalty). Content validity of the instrument was confirmed by experts in the field and for consistency a Cronbach's alpha of 0.89 was obtained that is acceptable. Descriptive statistics and confirmatory factor analysis were used to analyze the data. The results showed that the proposed model adequately fit the data and there was a strong positive correlation between relationship marketing and customer loyalty in the public swimming pool users.

The purpose of this study is to describe and determine the relationship between relationship marketing، customer satisfaction and intention to revisited in Mashhad’s women aerobics clubs. To do this،300 randomly customers from women aerobic clubs were chosen and data was collected through Kim relationship marketing questionnaire (2008) and α=0. 92، Lim satisfaction questionnaire (2008) and α=0. 88، Lim intention to revisited (2008) and α= 0. 77. Research method was correlational and pearson correlation coefficient and linear regression were used for analyze data. Research findings revealed that there is a medium relationship between relationship marketing and customer satisfaction in Mashhad’s women aerobics clubs (r= 0. 537). There is a high relationship between relationship marketing and intention to revisited in Mashhad’s women aerobics clubs (r= 0. 477). There was no statistical meaningful relationship between reciprocit and intention to revisited in Mashhad’s women aerobics clubs. Results alse revealed that relationship marketing can be predictor on satisfaction and intention to revisited in customers. (Relationship marketing (0. 445) + 32. 565 = customer satisfaction and relationship marketing (0. 168) + 11. 759 = Intention to revisited). Therefore the club owners and managers to recommend for customer satisfaction and Intention to Revisit To use of relationship marketing components، Addition to، customers increase can in the long time to be more Benefit clubs.