Designing a Model of Success and Failure Factors of Pure Services in Sports Organizations in the West of the Country

The purpose of this study was to design a model of success and failure factors of lean services in sports organizations in the west of the country. The research method was mixed (qualitative-quantitative) which was done with data foundation approach. The statistical population consisted of professors and specialists in the field of management, sports marketing, senior managers of the General Departments of Sports and Youth, heads of sports delegations and managers of sports halls in the west of the country who were selected by purposeful method. After studying the theoretical foundations, 12 in-depth interviews were analyzed and coded simultaneously. The qualitative part was used by Maxkiyoda software version 18 and in the quantitative part by SPSS software version 25 and Amos. Findings showed that the drivers of lean service success in sports organizations consist of six factors: value chain creation, value determination, value flow identification, perfection determination, value flow process and social value and lean service drive drivers. It consists of seven factors: lack of business model, inattention to customer feedback, long start-up time, poor marketing, structural problems, management problems and lack of employee participation, and based on them, a paradigm model was designed. Sports organizations in providing lean services to their customers are faced with special factors that by improving their quality can provide the basis for lean services.