The effect of relationship marketing on loyalty with the mediating role of wushu weapons customer relationship management
Subject Areas : Innovation in Sports Management
1 - Payame Noor University
Keywords:
Abstract :
Creating customer satisfaction and strengthening the desire to re-attend customers is one of the important goals of sports complexes. Which can be achieved through new approaches to relational marketing. Therefore, the purpose of this study is to investigate the effect of marketing related to loyalty with the mediating role of customer relationship management in Wushu weapons. The present study is a descriptive correlation in the form of structural equations and based on the present tense, in terms of applied purpose, and in terms of collecting field information. The statistical population of the study consists of all customers of men and women wushu weapons in Tehran in unlimited numbers. The statistical sample size was determined to be 384 according to the uncertain population, using the Cochran's formula. The measurement tools of this research were three questionnaires: Customer Relationship Management Scanlan et al. (2009), Fontaine and Heiman Relationship Marketing (2004) and Behnam (2010) Loyalty. The results of structural equations showed that the mediating variable of customer relationship management has a significant mediating role in the causal relationship of marketing related to loyalty. Therefore, it can be said that the marketing managers of companies, considering the role of customer relationship management, can achieve wushu weapons customer loyalty through relationship marketing.
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