The effect of Customer Relationship Management on Customer Commitment and Customer Satisfaction in Fitness Clubs in Al-Muthani Province, Iraq

The purpose of the current research was the effect of customer relationship management on customer commitment and customer satisfaction in fitness clubs in Al Muthani province, Iraq. This research is descriptive and correlational in terms of practical purpose and method, which was conducted as a survey. The population of this research consists of male and female clients who refer to the fitness clubs of Al Muthani province with a sports history of one year, and according to the statistics obtained by the club, their number is equal to 220 people. The statistical sample based on Morgan's formula is equal to There are 240 people, and the return rate of the questionnaire was 100. The random sampling method was available. The data collection tool includes customer relationship management questionnaire (Alavi Shad, 2018), customer commitment questionnaire (Lee and Cunningham, 2001) and customer satisfaction questionnaire (Sanobri, 2019). The alpha coefficient of customer relationship management questionnaire was reported to be 0.88, customer commitment 0.83 and customer satisfaction 0.90, and in all cases the coefficients are higher than 0.7. In this research, descriptive statistics were used to summarize and describe the data, and inferential statistics such as the Kolmogorov-Smirnov test and the multiple regression coefficient were used to analyze the data. SPSS version 24 software was used to perform the mentioned tests. The results showed that the effect coefficient of customer relationship management on customer commitment is significant. That is, customer relationship management has a significant effect on customer commitment (r=0.441).