Designing and providing the appropriate structural model for success of customer relationship management in the sports service sector places in Iran: Multi-Method Analysis

The purpose of this study was to, design and present a successful model of customer relationship management in Iran sports service sector places. This research is a multi-method research in terms of research design. The statistical population of this study consisted of experts (13 persons) and customers of sports facilities (384 persons). Data analysis was done in both quantitative and qualitative parts. Meta-analysis software was used to collect the required data to identify the factors affecting the success of customer relationship management, and to fit the model initially. Delphi technique was used through interviewing experts to design successful model of relationship management with sports clients. Also, structural equation modeling software at the significant level of 0.001 was used to determine the relationships between structures. To determine the reliability of the questionnaire, a small portion of the statistical population using Cronbach's alpha at the 0.001 level of reliability of the 42-item questionnaire was 0.89. According to the output obtained from CMA meta-analysis software, Delphi technique and SEM, the comprehensive model and effective model of customer relationship management success in Iran's sports services sector was validated with 14 constructs. Therefore, service organizations must focus all their activities and capabilities on customer satisfaction, as customers are the only source of return on investment. However, competitive markets today require all organizations to be customer oriented.