The examining of the direct and indirect effects of relational marketing elements on the athletes loyalty to Sports Club

The loyalty of the athletes was considered as one of the vital factors in the success of the Athletic Club. The overall objective of research was examining direct and indirect effects of relational marketing elements such as trust، satisfaction and commitment on the loyalty of the Iranian premier league soccer players. In this regard a model was presented for investigate the relationships between the foreground and consequences of relationship marketing. Method of this study was descriptive، survey kind. Statistical population included all soccer players in the Iranian football premier league in 2013، according to the statistics estimated 400 people. The Sample size included 121 football players who were selected randomly. For collect data was used the questionnaire. Validity of the questionnaire with using the divergent and convergent validity was confirmed. Reliability coefficient using Cronbach''s alpha coefficient was 0/87 and confirmed the combination reliability. The findings demonstrate the indirect effect of trust on athletes’ loyalty through satisfaction and commitment variables than clubs working towards it. In addition، according to the results of the research the trust directly and indirectly has impact through satisfaction on the amount of the athlete’s commitment; results indicated that the satisfaction also directly and indirectly has impact through the commitment on the amount of the athletes’ loyalty.