The role of customer knowledge management in value co-creation in sports clubs

The purpose of this research was the role of customer knowledge management on value co-creation in sports clubs in Urmia. This research was descriptive-correlation in terms of type, applied in terms of purpose, and field implementation in terms of method. The statistical population of the present study included all clients of gyms and fitness clubs in Urmia city. The sampling method in this research was simple random and the number of samples in this research was selected according to Morgan's table for an unlimited population of 384 people, and until the moment of data analysis, 400 questionnaires were collected, of which 395 questionnaires were had answered completely and were analyzed. Describing findings and categorizing information using descriptive statistics, determining the reliability of questionnaires using Cronbach's alpha method, examining data distribution using the Kolmogorov-Smirnov test and path analysis of relationships between variables using structural equation modeling (PLS3 software). The findings showed that customer knowledge management has a positive and significant effect on co-production in sports clubs with a coefficient of 0.83. Also, customerknowledge management has a positive and significant effect on the value of use in sports clubs with a coefficient of 0.76. It can be concluded that customer knowledge management can play an important role in co-production and joint use value in sports club services and attracting and retaining customers as well as knowing customers, their needs, desires and goals. slow Also, with such a system, sports clubs can interact more effectively with their customers and gain a competitive advantage.