جستجوی مقالات مرتبط با کلیدواژه « مدیریت ارتباط با مشتری » در نشریات گروه « علوم انسانی »

The present research purpose has been dynamic modeling of customer relationship management in e-banking in Sepeh Bank and merged banks, and the conceptual framework identified in the case study was used. The statistical population is the experts in Sepah Bank's customer affairs, and a sample of 14 people has been selected through theoretical sampling method utilizing purposeful techniques. To measure the relationship between dimensions and indicators, fuzzy cognitive map was used in the form of pairwise comparison matrix questionnaire, and the reliability and validity of the questionnaires were confirmed by the test-retest method and the content validity with Lawshe method. For simulation in a certain period of time and measuring the validity of the model, Bidirectional Associative Memory(BAM) Neural Networks have been used in the FCM Expert software. The research findings show that "Customer Relationship Development" is the most central and influential and "Customer Retention" is the most affected dimension, and the mutual influence between "Customer Identification" and "Customer Relationship Development" is significant. Also, the "Customer Attraction" has the greatest impact on the "Customer Retention & Customer Relationship Development" and the "Customer Reach and Acquisition" has the greatest impact on the "Customer Attraction & Customer Retention". Based on these results, it is recommended that Sepah Bank managers pay special attention to customer attraction through branding and the implementation of advertising campaigns at contact points, and despite the low impact of the "Customer Relationship Review", its significant impact on the most central dimension, i.e. "Customer Relationship Development" should not be neglected.

Today, customer satisfaction and retention in service industries such as the banking industry is essential for the continuation of the activities of organizations and is considered as a strategy for creating a competitive advantage. Therefore, the purpose of this present study was to investigate impact of Customer relationship management on customer satisfaction with the mediating role of brand equity. The present study is of a survey type in terms of practical purpose, in terms of descriptive method and in terms of the way of collecting study data. The statistical population in this study includes the customers of Bank Mellat branches in Mashhad (N = 488). The statistical sample of the study was selected from among customers by simple random sampling method, according to Cochran's formula, the number of samples was equal to 277 people. In order to collect information, measure and test the study variables, three questionnaires were used. To measure the variable of customer relationship management, the standard questionnaire of Morgan and Hunt was used, and to measure the variable of customer satisfaction, the standard questionnaire of the model of Lee and Torin was used. And to measure the brand equity variable, Delgado standard questionnaire was used. The content validity of the questionnaire was confirmed by experts, the structure validity of the questionnaire was confirmed by factor analysis and the reliability of the questionnaire variables using Cronbach's alpha coefficient. In the present study, Data were analyzed using SPSS 24 and Smart PLS 2 softwares and structural equation modeling method. The results indicated that customer relationship management has a positive and significant effect on customer satisfaction and brand equity. The effect of brand equity on customer satisfaction is also positive and significant. Also, considering that the indirect effect of customer relationship management on customer satisfaction was significant, as a result, the mediating role of brand equity in the relationship between customer relationship management and customer satisfaction was confirmed.

With the development of digitalization of marketing activities, marketing professionals increasingly use social media as a strategic tool for effective interaction with customers and stakeholders. Experience shows that firms should have a social media presence for their activities, because the strategic use of social media can be increasingly effective to increase the firm's competitiveness, create a convenient and low-cost user experience, and improve the well-being of customers. On the other hand, the potential gains of social media technologies are evident in business markets and customers are more informed. Also, growing evidence shows that social media can be used strategically to facilitate effective communication with customers, customer retention, and improve firm performance against competitors. Accordingly, social media use is a very good predictor of improved communication and performance development. Finally, with the changes and developments of the digital space and the acceleration of activities, most firms have turned to social media to improve their market share. Based on this, the aim of this study is to investigate the mediating role of market penetration strategy and customer relationship management in the relationship between social media use and market share of knowledge-based firms.

This research is a quantitative study, which is considered an applied study due to its nature and results. The statistical population of this research includes knowledge-based firms active in the field of information technology, communication and computer software in the Iran country. The number of these firms in the country is equal to 1891 companies according to the statistics of the vice-chancellor for the development of knowledge-based companies. The data collection of this article was done by means of a questionnaire and in the form of a 5-level Likert spectrum from the statistical population. It should be mentioned that because managing directors and senior managers of firms have more control over firm policies, they were used to fill out the research questionnaire. Also, in order to be surer of the research questionnaire, validity and reliability processes were checked and the necessary corrections were applied with the opinions of experts, and the reliability of the variables was reported and confirmed. In this study, a stratified random sampling method was used from the studied population, and according to the number of the statistical population, Cochran's formula was used to estimate the sample. Also, by collecting 218 data from the statistical population, analysis was done on the subject of the research. It should be noted that several hypotheses were presented to establish the relationship between variables, which were analyzed by structural equation modeling and SPSS and Amos tools.

The outputs show that the social media use has a positive effect on the market penetration strategy. Also, the social media use has a positive effect on customer relationship management. On the other hand, social media use has a direct and significant effect on the market share of knowledge-based firms. Another finding of the study is related to the mediating role of penetration strategy in the market. The result shows that the market penetration strategy mediates the relationship between the social media use and the market share of knowledge-based firms. Finally, the results show that the mediating role of customer relationship management in the relationship between social media use and market share of knowledge-based firms is significant.

Nowadays, with the advent of the digital space, entering different markets became smoother for all types of firms, because it became possible to reach many customers in different places with little cost and little time. On the other hand, in order for firms to maintain their survival in these complex conditions, they need to access an acceptable share of resources and customers in their industry so that they can achieve a good market share and continue their existence. Based on this, the present study acted through the strategic social media use to improve the market share of knowledge-based firms. On the other hand, in order to realize this importance, we took help from market influence variables and customer relationship management to achieve this goal in the relationship between independent and dependent variables, which had not been noticed by researchers in previous studies. Therefore, the aim of the present study was to examine the mediating role of market penetration and customer relationship management in the relationship between the social media use and the market share of knowledge-based firms active in the field of information technology, communications and computer software. For this reason, the contribution of this study in increasing the subject literature and presenting a new model in line with the research variables and the target population is significant. The results showed that the mediating role of market penetration strategy is significant. In this regard, it can be stated that knowledge-based firms can implement their market penetration strategy by investing in social media platforms and activities with the aim of achieving the desired market share. Therefore, knowledge-based firms active in the field of information technologies, communication and computer software can customize their market penetration strategy for social media in order to achieve a significant market share. On the other hand, the present study showed that customer relationship management is a mediating variable in the relationship between the social media use and the market share of knowledge-based firms active in the field of information technologies, communications and computer software. This finding shows that improving the market share through the implementation of the strategy of using social media is not done in a direct way and requires improving the capabilities of managing the relationship with customers in the social media space. Based on this, managers of these firms should prepare their employees for online and digital environments and strengthen the capabilities and skills of online communication with customers in employees. Finally, based on the results, this research has provided practical suggestions for the statistical community.

The use of new marketing techniques in today's businesses is highly needed by all organizations. One of the important issues in the field of customer retention is the customer's lifetime value. Customer lifetime value has a great impact on optimizing the performance of companies, including insurance companies. The purpose of this research is to identify the influencing factors on increasing the customer lifetime value of insurance companies. This research is a type of mixed research with a qualitative and quantitative approach, which is a survey study in terms of its purpose, application, and in terms of data collection. The research population includes managers, experts, and university professors from insurance companies and organizations. who were selected using the snowball sampling method. In the qualitative part, the data collection tool was an interview, and in the quantitative part, a questionnaire was used to identify the categories, and a semi-structured interview was used, and a questionnaire was used to validate the model. In the qualitative part of the data analysis method, the data theory approach was based on the Strauss and Corbin method, which was compiled using MAXQDA software and using the coding method, and in the quantitative part, the analysis method was based on Kendall's correlation test. In order to examine the validity of the research in the qualitative part, the Cressol model was used along with content validity and intra-coder and inter-coder reliability, and in the quantitative part, in order to test the validity of the research, content validity and retest validity were used. The findings of the study identify 9 causal factors, 3 strategic factors, 4 intervening factors, and 3 contextual factors that contribute to increasing customer lifetime value in the insurance industry. The conclusion of the research is the presentation of a model that includes causal, contextual, and intervening conditions, along with strategies to increase customer lifetime value and their consequences in the insurance industry.

Considering the changes that have happened in recent years in the business process, attention to the category of business intelligence has become an important issue. Therefore, the present study examines the effect of the competence dimensions of business intelligence on marketing performance, considering the mediating role of customer relationship management in tourism businesses.

The current research is a descriptive survey regarding the applied purpose. The study's statistical population comprised experts and marketing managers of tourism companies in Tehran. In order to collect data, 300 questionnaires were distributed online and face-to-face using the non-probability sampling method, and 253 questionnaires were analyzed by removing distorted and indifferent questionnaires. The structural equation modeling method and SPSS 26 and Smart PLS 3 software were used for data analysis.

The findings showed that the competency of business intelligence has a positive and significant effect on marketing performance, and customer relationship management plays a mediating role in this relationship. This shows that one of the ways to improve marketing performance and create a sustainable competitive advantage for managers is to use business intelligence.Originality/Value: In today's highly competitive world, the quality and timeliness of business information in organizations determine the difference between survival and bankruptcy. Also, the great importance of business intelligence and the critical role that this concept can have in improving the marketing performance of business organizations have been less discussed. Therefore, the results of the current research can improve tourism companies' marketing performance by applying business intelligence.

The use of digital marketing as a communication and sales channel has led to the need and use of customer relationship management (CRM) systems based on artificial intelligence for the proper management of company information.

The purpose of this research is to design a business-to-business marketing implementation model with an emphasis on customer relationship management based on artificial intelligence

This study is a type of mixed research with a qualitative-quantitative approach, which is a survey study in terms of its purpose, application, and data collection. In the qualitative part of the data collection tool, a semi-structured interview with 18 specialists and experts in the field of business-to-business digital marketing and university professors who were selected by snowball method. The quantitative part includes a targeted sampling with 35 digital marketing experts and data gathered through a questionnaire. In the qualitative part of the data analysis method, the Grounded theory approach is used based on the Strauss and Corbin method, which is compiled using the MAXQDA software and the coding method. In the quantitative part, the validation method is based on the Kendall correlation test.

The findings of the research (6 general categories, 25 subcategories, and 173 main concepts) include presenting a model that includes causal, contextual, and intervening conditions, along with the introduction of the central phenomenon and the presentation of strategies for implementing business-to-business digital marketing and identifying its consequences.

Company managers should pay attention to factors such as customer relationship management based on artificial intelligence (analytical, collaborative, and operational) to implement digital marketing from business to business and try to weaken the inhibiting factors and strengthen the positive and influential factors. 

The present study investigates the impact of customer relationship management (CRM) as mediating variable on the relationship between customer knowledge management (CKM) and new product development (NPD). The research is applied in terms of purpose and descriptive-survey in nature. The statistical population of the research is the active companies of Khuzestan and West Azarbaijan province, among which 169 companies were selected as a sample based on Morgan Table, which sampling has been available. The data collection tool was a standard questionnaire which has taken of literature. The dimensions of customer knowledge management variable, including knowledge about the customer, from the customer, and for the customer, respectively, have been measured based on the scales of Buchnoska (2011), Moosakhani, Haghighi, and Torkzadeh (2012), and Shami Zanjani and Najafloo (2011). The dimensions of customer relationship management variable including information, value, and multi-channel communication have been measured according to the scales of Kohli and Jaworski (1990), Jarvis, et al. (2003), and Jindal, et al. (2007). Also, New Product Development variable has been measured based on the scale of Cooper and Kleinschmidt (1995). To analyze the data, partial least squares method and SmartPLS software were used. Data reliability examination using Cronbach's alpha coefficient and composite reliability test showed that the lowest value of Cronbach's alpha is related to the variable of customer knowledge with a value of 0.775 and the lowest value of composite reliability is related to the variable of customer knowledge with a value of 0.843. Therefore, the reliability of all variables was confirmed. The results showed that the path coefficient of CKM-CRM and CKM-NPD has been 0.833 and 0.612, respectively, the path coefficient of CRM-NPD has been 0.774, and the mediating effect of CRM on the CKM-NPD relationship has been 0.648. So all cases are significant at the 5% error level. These findings have several important scientific and practical implications, and therefore it is suggested that companies pay special attention to the importance of customer relationship management in activating knowledge management talent and new product development.

With the advent of social media technology and new marketing conditions, developing a strong relationship with customers has become more important. Customer relationship management is a business strategy based on relationship-oriented marketing as well as a business strategy with the approach of establishing long-term and sustainable relationships with customers according to their conditions and behavior patterns. The purpose of this research is to investigate the impact of using social media on the performance of social customer relationship management.

Design/methodology/approach: 

This study is correlational and descriptive research in terms of its practical purpose and method. The sampling method of the research is due to the limited size of the statistical population of the census, in which 171 questionnaires were distributed. The structural equation software (PLS) was used to check research hypotheses.

The findings showed that customer-oriented management systems and auxiliary variables directly affect social customer relationship management capabilities. Social customer relationship management capabilities have a positive effect on customer relationship performance, but the effect of using social media technology on communication management capabilities with social clients is not confirmed.

The obtained results showed that the customer orientation management system has a positive effect on social customer relationship management capabilities, and also the researchers know customer relationship management and management insight related to the effectiveness of social media in the use of technology. Therefore, creating an effective social customer relationship management strategy (Social CRM) helps managers improve customer satisfaction and maintain long-term relationships with customers to achieve organizational goals. Therefore, creating and developing an efficient and effective social customer relationship management strategy should be one of the key goals for hotel managers. 

Originality/value: 

According to the review conducted in internal research, little research has been done in the field of Social CRM in the tourism and hotel industry. Therefore, in the current research, emphasizing this case, the auxiliary variables affecting the organization, including employee training, management support, and organization size, were examined to investigate customer communication capabilities on the performance of customer communication in the hotel industry.

The aim of this research is to identify the dimensions and components of acceptance of social systems of customer relationship management by professional users using Web 2.0 technology. The current research is applicable in terms of nature, qualitative in terms of implementation method, and of descriptive and thematic kind. The statistical population of this research was made up of 15 university professors in the fields of management, business and IT along with managers of digital business companies, selected by non-random sampling method. The criteria for selecting people are having a doctorate degree with more than 10 years of experience in digital businesses, having time, interest and ability to take part in interviews (a semi-structured) and fill the questionnaires. Also, MAXQDA 2020 software was used in data analysis. The identified factors were extracted in the form of 40 indicators, 8 components and 3 dimensions. Components and indicators of dimensions and components of acceptance of customer relationship management social systems included three dimensions; organizational, customer, and technological; which organizational dimension has three components (manpower, organizational culture, organizational structure), customer dimension includes three components (value creation, customer satisfaction, expectation of performance), and technologically has two components (social networks, content production).

Iran Tourism Industry; To achieve the goals and programs developed, it needs to use scientific and efficient management methods to have maximum efficiency at the lowest cost, and in the field of competition needs a strategy to be unique. In this regard, gaining a competitive advantage, using business intelligence and also improving customer relationship management (tourists) can be the key to the continuation of survival and growth and prosperity in the tough competitive market of this industry. The purpose of this study is to investigate the effect of business intelligence on customer relationship management with the aim of increasing the competitive advantage that has been done at the level of travel services offices in Tehran. This research has been carried out by taking into account scientific theories in the field of business intelligence, customer relationship management and obtaining a competitive advantage, as well as in line with the need to establish BI in tourism industry businesses, especially in travel agencies, so that the effect that the use of knowledge-based To investigate BI for these companies in relation to their activities in order to create and maintain a competitive advantage. The main issue of this research is how BI or business intelligence technologies and tools can help the strategic decisions of tourism industry businesses in order to maintain their competitive advantage?

The research is descriptive and correlational. This research is one of the types of applied research in terms of benefit and purpose because its results are used to facilitate executive operations or solve problems. Also, in terms of approach, it is quantitative because it aims to measure opinions and ideas using numbers and mathematical and statistical methods. In terms of how data is collected, it is descriptive and non-experimental. In terms of the type of strategy, it is also a correlational research. In terms of the location of the research, it is natural and a field research, and because it was done in a specific time period, i.e. in the year 1400, it is cross-sectional. The standard questionnaire of this research based on the objectives and hypotheses of the research consists of 3 variables and 94 questions that were distributed through stratified random sampling among 327 statistical samples. Also, the research method is descriptive-applied and in terms of data collection, is in the category of correlational research.Results and Discussion.

The results of data analysis in SPSS and smart-PLS software showed that business intelligence has a positive and significant relationship with customer relationship management. The impact of customer relationship management on competitive advantage was also confirmed. Also, the effect of business intelligence on competitive advantage was confirmed and the relationship was positive and significant. The results of other research tests are provided along with solutions and recommendations that can be provided to improve the performance and policies of the public sector and the owners of these businesses to improve its economic indicators at the internal and external level[1]. [1]. The authors would like to acknowledge the financial support of Iran Chamber of commerce industries, mines and agricultural (ICCIMA) for this research under grant number 1204.

Customer relationship management is a strategic necessity in all organizations. The attitude and approach of many organizations to customer relationship management is from the point of view of technology. Customer relationship management is a competitive advantage for organizations. Today, companies and organizations are forced to include issues related to environmental protection in their activities and even in their marketing in order to satisfy the needs of customers and communicate more with them, and act on social responsibility and protect the rights of consumers. to use Green marketing refers to those activities and products that develop and improve pricing, promotion and distribution of goods that do not harm the environment. Therefore, organizations have tried to outdo each other by planning and implementing environmental protection activities in sync with the needs of people, because traditional marketing that overemphasizes the demands of customers and social welfare and environmental issues. It did not consider biology, it had lost its efficiency. Currently, issues such as dynamism and intensity of competition, increased concerns and awareness of consumers regarding the environment, as well as government regulations have caused commercial organizations to pay special attention to things such as the physical and mental health of consumers and the cleanliness of the environment. This issue encourages the use of green marketing. In this research, we intend to first examine the key concepts of the project and then we will review the research done in this regard, then we will examine the role of green marketing in customer relationship management.

The purpose of the current research was the effect of customer relationship management on customer commitment and customer satisfaction in fitness clubs in Al Muthani province, Iraq. This research is descriptive and correlational in terms of practical purpose and method, which was conducted as a survey. The population of this research consists of male and female clients who refer to the fitness clubs of Al Muthani province with a sports history of one year, and according to the statistics obtained by the club, their number is equal to 220 people. The statistical sample based on Morgan's formula is equal to There are 240 people, and the return rate of the questionnaire was 100. The random sampling method was available. The data collection tool includes customer relationship management questionnaire (Alavi Shad, 2018), customer commitment questionnaire (Lee and Cunningham, 2001) and customer satisfaction questionnaire (Sanobri, 2019). The alpha coefficient of customer relationship management questionnaire was reported to be 0.88, customer commitment 0.83 and customer satisfaction 0.90, and in all cases the coefficients are higher than 0.7. In this research, descriptive statistics were used to summarize and describe the data, and inferential statistics such as the Kolmogorov-Smirnov test and the multiple regression coefficient were used to analyze the data. SPSS version 24 software was used to perform the mentioned tests. The results showed that the effect coefficient of customer relationship management on customer commitment is significant. That is, customer relationship management has a significant effect on customer commitment (r=0.441).

The purpose of this research is to investigate the relationship between customer relationship management dimensions and financial and marketing performance in the General Directorate of Ports and Maritime Affairs of Gilan Province.

The current research is a descriptive research of correlation type and is in the category of applied research. The statistical population in this research includes 490 employees of the General Directorate of Ports and Maritime Affairs of Gilan Province. The statistical sample of the research is the employees of the General Directorate of Ports and Maritime Affairs of Gilan Province, and the minimum sample size was calculated to be 215 people according to the limited population formula and Cochran's formula. For data analysis, in order to examine the components of customer relationship management and organizational performance through Spss software, correlation and linear regression tests were used to test hypotheses and analyze data.
Ethical considerations: In all stages of writing the article, while respecting the originality of the texts, honesty and trust have been observed.

The findings showed that the variables of senior management support, customer orientation, educational orientation, customer data, customer information processing, and customer relationship management integration were able to explain 78.3 percent of the changes in the variables related to organizational performance.

According to the results of correlation tests and multiple linear regression analysis, it was found that the value of the F test statistic, all the independent variables of the research are significant and they explain the changes in the dependent variable of financial and marketing performance, and the value of the determination coefficient R2 of the components of the customer relationship management variable has been able to change Explain the dependent variable of financial and marketing performance.

Working on Customer Relationship Management (CRM) has an enormous impact on the activities in the tourism industry. But the success rate in CRM system implementation is too low, and failure has been seen in more than 70% of these projects. The purpose of this study is to provide a model for the successful implementation of a customer relationship management system in the tourism industry. This applied research is exploratory in nature and uses the grounded theory approach to study 35 tourism companies over a year. CRM project managers in these organizations participated in interviews, and their documents have been observed and analyzed. The results showed that successful CRM implementation in the tourism industry requires management support, organizational culture and belonging, and appropriate corporate literacy. Information Technology (IT) infrastructure and budget constraints are barriers to the deployment project. Integrating organization processes, training managers and staff, encouraging and punishing employees, strategic alignment, providing the technical infrastructure, providing sufficient customer recognition, and suitable budget development were identified as the prescriptive actions (or strategies) for successful implementation of CRM systems.

With the transition from the traditional economy and increasing competition in new dimensions, the customer has become the main pillar and the center of all organizational activities. From a competitive perspective, the survival and continuity of organizations depend on identifying and attracting new customers and maintaining existing ones. Moreover, acquiring new customers costs five times more than retaining existing ones. This means that instead of differentiating products, organizations should identify their customers and shift their focus from increasing market share to increasing customer share. According to the 20/80 rule, 20% of customers contribute to 80% of the organization's sales. This indicates the necessity of maintaining long-term profitable relationships with customers to maximize profits. This research aims to measure the quality of customer relationship management for developing digital marketing strategies at Shahr Bank. The statistical population of this study included all experts and senior managers of Shahr's Bank headquarters and stakeholders. Using Cochran's formula, 125 individuals were selected as the statistical sample. Sampling was done as a random cluster. The collected data were analyzed using SPSS software. The results of the study showed that the infrastructure variables, organizational environment, customer orientation, human resources, relationship management, service quality, management and planning, strategic management, marketing, and performance in Shahr Bank are in a desirable state. The use of up-to-date technologies and the implementation of an appropriate organizational structure for managing customer relationships were identified as reasons for this desirability.

The purpose of this study was to Identifying Effective Strategies in Customer Relationship Management (CRM) System in Iranian Sports Clubs.

The methodology of this research was qualitative (grounded theory) and data were collected through interviewing and studying the research backgrounds.The statistical population of the study consisted of directors and board members of prestigious sports clubs, coaches, sports specialists And academic experts from the field of sports management who were familiar with sports marketing, who determined the research sample theoretically and After conducting 12 interviews, the underlying factors affecting customer relationship management in Iranian sports clubs were identified.It should be noted that data analysis was performed using three open, axial and selective coding steps.

The findings of the research indicate that, as a result of the strategic analysis of the views of the collaborators, achieving the establishment of a customer relationship management system in Iranian sport clubs requires the use of strategies that are in 5 main categories and 11 sub-sub categories.

Establishing a strategic customer relationship management system has had a positive effect on customer satisfaction and loyalty to sports clubs. Creating a sense of good for the owners, investors and customers of the sport clubs, establishing close and close relationships with customers, improving the customers' default on the quality and quantity of services received from the club, building trust and confidence in customers, including the implications of deployment. This system is in sport clubs.

The present research was conducted with the aim of investigating the impact of innovative behavior on organizational performance by explaining the mediating role of customer relationship management and competitive advantage in the customers of Snowa refrigerator in Arak city. The method used in this research was a descriptive-survey method and applied in terms of purpose and from the field branch. The statistical population studied was the customers of Snowa refrigerator in the city of Arak, whose number is one of the unlimited communities. Using Cochran's sample size formula, 384 people were selected as a sample by simple random sampling. In this research, the standard questionnaires of Kanter's innovative behavior (1988), Hersey and Goldsmith's organizational performance (1981), Abbasi's customer relationship management (2008) and Lee et al.'s competitive advantage (2006) were used. In order to check the reliability of the questionnaires, Cronbach's alpha was calculated, which indicated the satisfactory reliability of the questionnaires. In order to analyze the data, descriptive statistics including: mean, standard deviation, minimum and maximum score, and structural equations were used in the inferential statistics section using SPSS version 21 and PLS3 software. The results indicate that innovative behavior has a positive and direct effect on organizational performance by explaining the mediating role of customer relationship management and competitive advantage in the customers of Snowa refrigerator in Arak city.

The purpose of this research is to investigate the effect of customer relationship management on the performance of sports clubs through the mediating variable of intellectual capital. This research is of a descriptive-survey type, in terms of practical purpose and field data collection method. The statistical population studied in this research included all managers, trainers, and employees of sports clubs in Ramsar City. The statistical sample was selected by random sampling. The size of the statistical sample was determined to be 80 people. In order to collect information, the customer relationship management questionnaire of Kalantari and Tolo (2009), the intellectual capital of Bontis (1998), and the performance evaluation of Shafiei et al. (2012) was used. In order to check the validity of the content of the questionnaire, experts (sports management professors) were used. The reliability of the tool was confirmed using Cronbach's alpha method (0.93) and construct validity. Findings were analyzed using SPSS and PLS software at the level of P≤0.05. The results showed that the variable of customer relationship management directly has a positive and significant effect on intellectual capital (0.809); However, the direct effect of customer relationship management on the performance of clubs (0.809) was not significant. Also, the effect of intellectual capital on the performance of clubs (0.955) is directly positive and significant. Therefore, to improve the performance of sports clubs, it is better for club managers to focus on improving communication with their customers and strengthening their intellectual capital.