The Impact of Trust, Privacy and Service Quality on the Success of e-Customer Relationship Management in Fitness Clubs with Mediating Loyalty

The present study was designed and conducted to evaluate the effect of trust, privacy and service quality on the success of e-customer relationship management in bodybuilding clubs with the role of mediating customer loyalty. The research method was survey. The statistical population of the present study included all customers of sports clubs and physical fitness and health centers in Tehran. Based on Morgan sampling table for the unlimited community, 384 customers of sports clubs were selected. The sampling method in the present study was easily accessible. The research measurement tools included the standard questionnaire of Dehghanipour et al. (2020). In order to analyze the data of the present study, the structural equation modeling method was used. The whole process of analysis was performed in the form of SPSS and PLS software. The results showed that trust (impact = 0.166; t = 2.037), privacy (impact = 0.436; t = 4.344) and service quality (impact = 0.394; t = 7.740) ) Had a significant effect on customer loyalty. The results also showed that service quality (effect = 0.229; t = 3.494) has a significant effect on the success of electronic customer relationship management; But in the meanwhile, trust (effect = 0.078; t = 1.570) and privacy (effect = 0.094; t = 1.213) did not have a significant effect on the success of electronic customer relationship management. On the other hand, the results of the present study showed that considering the significant effect of loyalty (effect = 0.607; t = 6.680) on the success of e-customer relationship management, it can be stated that loyalty mediates the relationship between trust, privacy and Service quality is successfully associated with e-customer relationship management. For the success of e-customer relationship management in sports, the formation of loyalty is very important and can provide the basis for the implementation of this management.