Identifying Leading Indicators in Determining Customer Lifetime Value In Sports Clubs
Subject Areas : Sport Marketing
Mahrokh Rajabiasli
1
(
PhD Student in Physical Education and Sport Science Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
)
MOZHGAN khodamoradpor
2
(
Assistant Professor in Physical Education and Sport Science Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
)
mozafar yektayar
3
(
Associate Professor in Physical Education and Sport Science Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
)
reshad hosseini
4
(
School of ECE, College of Engineering, University of Tehran, Tehran, Iran
)
Keywords: customer lifetime value, Exercise, drivers,
Abstract :
The current research was developed in order to identify the leading indicators of customer lifetime value in sports clubs. This research is practical in terms of purpose and mixed (sequential exploratory) in terms of nature and method. The research was conducted in two parts, qualitative and quantitative. The sample of the qualitative section consisted of 18 sports experts and 384 sports managers of sports clubs in the quantitative section. The sample selection in the qualitative part was done in a targeted non-random method with a snowball approach and the data was collected with semi-structured interviews. In the quantitative part, the sample size was selected from the stratified random cluster sampling method and the data was collected from the questionnaire output from the qualitative part. Delphi technique statistical methods were used in the qualitative stage and structural equations were used in the quantitative stage. Statistical analyzes were performed with SPSS and Amos software. The results show that the drivers of customer lifetime value depend on nine factors (hardware, software, financial, strategic, social, motivational, behavioral, process and executive). In line with the results, it is suggested that managers improve their trust and confidence by taking into account the motivational, executive and behavioral factors of customer satisfaction and loyalty, and also predict the future situation of customers by considering strategic and financial factors.
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_||_- Aaron C.T. Smith, B. S. (2015). Introduction to Sport Marketing (Sport Management Series).
- Agababaei, S., Nazari, M., & Haji Heydari, N. (2020). Designing and implementing a system that suggests managers about pricing based on customer value with topic modeling techniques and text mining. IT Management Studies, 9(33), -. doi:10.22054/ims.2020.12039.(Persian)
- Ahmadvand M R, Amiri N. A look at the human development index and Iran's position in the field of human development compared to other countries. ejipir. 2009;9(89):5-15. (Persian)
- Albadvi, A., & Teimourpour, B. (2020). Optimal allocation of short-term marketing resources with a life cycle customer value approach. Iranian Journal of Insurance Research, 35(2). (Persian)
- Amadi, M., Benar, N., Rostami, H. R. G., & Saeedi, F. (2019). The effect of customer knowledge management on fitness clubs customer lifetime value in Rasht. Journal of Sport Management and Development, 8(4), 177-189. Retrieved from https://www.magiran.com/paper/2099563. (Persian)
- Aslan, D., & Tolon, M. (2018). Comparing customer segmentation with CLV using data mining and statistics: A case study. İşletme Araştırmaları Dergisi, 10(4), 887-900.
- Buttle, F., & Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies.
- Castéran, H., Meyer-Waarden, L., Reinartz, W., Homburg, C., Klarmann, C., & Vomberg, A. (2017). Modeling customer lifetime value, retention, and churn. Retrieved from
- Cheng‐Hsui Chen, A. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, 10(7), 439-451. doi:10.1108/10610420110410559
- Fader, P. S., Hardie, B. G., & Lee, K. L. (2005). “Counting your customers” the easy way: An alternative to the Pareto/NBD model. Marketing science, 24(2), 275-284.
- Fox T, Stead S. Customer relationship management: Delivering the benefits. White Paper, CRM (UK) and SECOR Consulting, New Malden. 2001.
-haghighi, m., hazave hesar maskan, b., ashkani, m., & abasi, a. (2017). Implementation of Marketing Strategies Based on Customer Lifetime and Referral Value (Case Study:broadband Internet Service Industry). 23(64), 9-25. Retrieved from http://smr.journals.iau.ir/article_532384_bb7fe15168ffcf754dc2d763ae41548b.pdf. (Persian)
- Jasek, P., Vrana, L., Sperkova, L., Smutny, Z., & Kobulsky, M. (2019). Predictive performance of customer lifetime value models in e-commerce and the use of non-financial data. Prague Economic Papers, 28(6), 648-669.
- Karimi A. Presenting a model of the effect of socio-economic and cultural factors on students' tendency to public sports (Case study: students of Payame Noor University of Kermanshah). Socio-Cultural Changes. 2017;14(3):31-46. (Persian)
- Khajvand, M., Zolfaghar, K., Ashoori, S., & Alizadeh, S. (2011). Estimating customer lifetime value based on RFM analysis of customer purchase behavior: Case study. Procedia Computer Science, 3, 57-63. doi:https://doi.org/10.1016/j.procs.2010.12.011. (Persian)
- McCarthy, D. M., & Fader, P. S. (2018). Customer-Based Corporate Valuation for Publicly Traded Noncontractual Firms. Journal of Marketing Research, 55(5), 617-635. doi:10.1177/0022243718802843.
- Moeini, A., Behradmehr, N., Ahrari, M., & Khadem Shariat, S. (2013). Determining Valuation and Scoring Indicators for Customers in Banking Services Marketing: A Case Study of Two Iranian Banks. Business Quarterly, 16(64), 1-25. (Persian)
- Manafi F R, Nejad., R, Gohar, Rostami H, Purkiani M. The Impact of Infrastructural and Managerial Factors on the Development of Sports Participation in Iranian Public Universities. Research in Educational Sports. 2016;4(9):65-90. (in persian)
- Monalisa, S. (2018). Klasterisasi Customer Lifetime Value Dengan Model LRFM Menggunakan Algoritma K-Means. Jurnal Teknologi Informasi dan Ilmu Komputer (JTIIK), 5(2), 247-252.
- Manuel Luiz J, Fadal R. An economic analysis of sports performance in Africa. International Journal of Social Economics. 2011;38(10):869-83.
- Nazari, M., & Paundi, S. (2019). Pricing Strategies and Methods (Guide to Increasing Profitability. University of Tehran. (Persian)
- Rizvandi, A., Tojari, F., & Esmaili, M. R. (2018). Structural Model Test of Sport Club Managers Performance Based on Entrepreneurial Marketing. Applied Research in Sport Management, 6(3), 63-74. Retrieved from http://arsmb.journals.pnu.ac.ir/article_4386_c8910e1e42c355fdc88c8feeb8a84309.pdf. (Persian)
- Rusta, A., Venus, D., & Ebrahimi, A.H. (2010). Marketing management (Vol. 14th ed). Tehran: Samt Publication. (Persian)
- Saatchian, V., Safari, H. R., Rasooli, S. M., Eskandari, E., & Elahi, A. (2013). The relationship of service quality, customer satisfaction and loyalty with future intention for participation of fitness centers (Case study Rasht Township). Research in Sport Management & Motor Behavior, 3(5), 125-137. Retrieved from http://jrsm.khu.ac.ir/article-1-1765-en.html. (Persian)
- Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. Handbook of market research, 26(1), 1-40.
- Segarra-Moliner, J. R., & Moliner-Tena, M. Á. (2016). Customer equity and CLV in Spanish telecommunication services. Journal of Business Research, 69(10), 4694-4705. Retrieved from https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:10:p:4694-4705.
- Salimi SM, Hosseini M, & Taqvaee M. . Selection of optimal location for construction of outdoor sports venues using G. Sports Management Studies. 2012;16(9):37-62. (Persian)
- Turoff, M., & Linstone, H. A. (2002). The Delphi method-techniques and applications.
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-Zhang, T. C., Gu, H., & Jahromi, M. F. (2019). What makes the sharing economy successful? An empirical examination of competitive customer value propositions. Computers in Human Behavior, 95, 275-283. doi:https://doi.org/10.1016/j.chb.2018.03.019.
