The Developing a Structural Modeling of a Customer Loyalty in Sports Services Based on Relationship Marketing
Subject Areas : Sport Sciences Quarterlysajad moemeni 1 * , gholamreza shabanibahar 2 , majid kiyani 3 , parvin mohammadi 4
1 - استادیار مدیریت ورزشی دانشکده علوم ورزشی ،دانشگاه بوعلی سینا ، همدان، ایران
2 - استاد دانشگاه علامه طباطبایی تهران،تهران،ایران
3 - دانشکده علوم ورزشی دانشگاه بوعلی سینا ، همدان، ایران.
4 - دانشگاه آزاد اسلامی، همدان، ایران.
Keywords: relationship marketing, loyalty customers, Fitness Clubs,
Abstract :
Currently, customer loyalty is one of the keys to success and a basis for the profitability of the Sports Clubs. Hence, the purpose of this study was to develop structural modeling of customer loyalty in sports services based on relationship marketing by using structural equation modeling partial least square method.The population was included all both customers’ genders in fitness clubs of the Hamedan city (n=376), that were selected by random sampling. Measurement tools in the study for gathering data were the relationship marketing questionnaire (Abasi, 2002) and customer loyalty questionnaire (Huang, 1998), and the validity and reliability were approved. SmartPls v.3 and IBM SPSS Softwares were used to analyze the structural equation modeling and partial least square method. The results revealed that relationship marketing had a significant effect on customer loyalty that it is equal to β=0.391. An examination of the effect of relationship marketing components on customer loyalty showed that only the quality-of-service component had a significant effect on customer loyalty (β=0.303). In conclusion, paying attention to the total relationship marketing components is a strategy to influence customer loyalty in Sports Clubs. Consequently, there is a need for club managers and owners to pay particular attention to the basic elements of relational marketing in order to retain a stable and long-term relationship with their customers.
منابع
- Afthinos, Y., Theodorakis, N. D., & Nassis, P. (2005). Customers’ expectations of service in Greek fitness centers. Managing Service Quality: An International Journal, Vol.15.
- Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of marketing, 51(2), 11-27.
- Ikraman, I., & Syah, T. Y. R. (2020). The Influence of Relationship Marketing, Service Quality, and Customer Satisfaction on Customer Loyalty Over B2B Companies. Journal of Multidisciplinary Academic, 3(5), 146-150.
- Khoa, B. T. (2020). The Antecedents of Relationship Marketing and Customer Loyalty: A Case of the Designed Fashion Product. The Journal of Asian Finance, Economics and Business (JAFEB), 7(2), 195-204.
- Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons.
- Lee, H., Jin-wook, H. (2017). Influence of affective reaction, cognation, spectator satisfaction, psychological commitment on intention to attention future games to a college sport team. Journal of sport and leisure studies. 39(4). 223-37.
- McDonald, M. A., & Milne, G. R. (1997). A conceptual framework for evaluating marketing relationships in professional sport franchises.
- Ndubisi, O. N. (2007). Relationship Marketing and Customer Loyalty. Marketing Intelligence & Planning, 25(1), 98-106.
- Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), 33-44.
- Rashid, T. (2003). Relationship marketing: case studies of personal experiences of eating out. British food journal, 105(10), 742-750.
- Sei-jun, lim. (2006). The influence of service quality on customer satisfaction, attitudinal loyalty, and behavioral future intentions for participation of fitness centers in South Korea: A structural equation modeling approach, unpublished dissertation, Daphne Alabama University.
- Wu, C. M. (2005). A Survey of Quality of Service, Satisfaction, and Loyalty in Members of Fitness Center-An Example of Ebullient Fitness Center. Master Dissertation, Taipei Physical Education College, Taipei, Taiwan.
_||_References
- Abbasi, J. (2004). Investigating the role and position of effective marketing factors related to the satisfaction of key customers of Bank Mellat, Tehran Province, Master Thesis, University of Tehran.
- Afchangi, S.; Hadavi, Seyed Farideh; Elahi, E. R. (2014). Predicting Satisfaction of Customer Re-attendance Tendency by Relationship Marketing Components in Sports Clubs: A Study of Mashhad Women's Aerobic Sports Clubs. Applied research in sports management. No. 4. pp. 70-63.
- Afthinos, Y., Theodorakis, N. D., & Nassis, P. (2005). Customers’ expectations of service in Greek fitness centers. Managing Service Quality: An International Journal, Vol.15.
- Askari, Ha; Abbaspour, J.; Rashidi, M.; Mousavi Mir Kalaei, S. Z. (2021). Investigating the Impact of Relationship Marketing Foundations on Consumer Loyalty in Iran with a Meta-Analytic Approach. Journal of Approach in Business Management, Volume 2, Number 1, 49-61.
- Asli Beigi, H. (2015). Determining the Relationship between Relationship Marketing and Loyalty of Qazvin Bodybuilding Club Clients, The First National Conference on Sports Science Developments in the Field of Health, Prevention and Championship, Qazvin, Imam Khomeini International University, pp. 10-1.
- Amirtash, E.R.; Maleki, S.; Afsharyan; M. J. (2016). Designing a relational marketing communication model and customer loyalty of public pools in Tehran. Journal of Organizational Behavior Management Studies in Sports, Volume 2, Number 4, pp. 118-111.
- Bahari, J.; Baharish, Bazleh, M. (2019). The effect of marketing related to customer loyalty (Case study: Travel agencies in Tabriz). Journal of Geographical Sciences, Volume 14, Number 28, pp. 78-61.
- Banar, N.; Karimi, A., Goharrostami, Har. (2019). Designing a sports sponsorship loyalty model with an emphasis on relationship marketing and communication quality. Sports Management and Development, No. 7 (1), pp. 28-15.
- Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of marketing, 51(2), 11-27.
- Ikraman, I., & Syah, T. Y. R. (2020). The Influence of Relationship Marketing, Service Quality, and Customer Satisfaction on Customer Loyalty Over B2B Companies. Journal of Multidisciplinary Academic, 3(5), 146-150.
- Khoa, B. T. (2020). The Antecedents of Relationship Marketing and Customer Loyalty: A Case of the Designed Fashion Product. The Journal of Asian Finance, Economics and Business (JAFEB), 7(2), 195-204.
- Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons.
- Kurdlu, H, Ali Mohammadi, H; Qaraei Tarshizi, N. (2020). Determining the Structural Equation Model of Marketing Relationship Related to Purchasing Behavior and Loyalty of Pool Customers: A Case Study of Birjand. Journal of Communication Management in Sports Media, No. 7 (1), pp. 76-65.
- Lee, H., Jin-wook, H. (2017). Influence of affective reaction, cognation, spectator satisfaction, psychological commitment on intention to attention future games to a college sport team. Journal of sport and leisure studies. 39(4). 223-37.
- Mahmoudi, Ahmad; Sajjadi, Sun, Goodarzi, M. (2016). Investigating the effect of service quality and satisfaction on customer loyalty in sports clubs (bodybuilding and aerobics). Journal of Sports Management, No. 7 (1), pp. 51-31.
- Mohammadi, S.; Zarei, A. (2018). The effect of relational and sensory marketing on customer loyalty and intention to buy sports brands, 2nd International Conference on Applied Research in Physical Education, Sports and Championship Sciences, Tehran, Salehan University, pp. 7-1.
- McDonald, M. A., & Milne, G. R. (1997). A conceptual framework for evaluating marketing relationships in professional sport franchises.
- Ndubisi, O. N. (2007). Relationship Marketing and Customer Loyalty. Marketing Intelligence & Planning, 25(1), 98-106.
- Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), 33-44.
- Rashid, T. (2003). Relationship marketing: case studies of personal experiences of eating out. British food journal, 105(10), 742-750.
- Seid Javadi, S.R.; Khanlari, A.; Steary, M. (2012). A model for evaluating the impact of service quality on customer service customer loyalty. Olympic Journal. 18th year. Issue 52. Pp. 41-54.
- Sei-jun, lim. (2006). The influence of service quality on customer satisfaction, attitudinal loyalty, and behavioral future intentions for participation of fitness centers in South Korea: A structural equation modeling approach, unpublished dissertation, Daphne Alabama University.
- Shabani Bahar, Ghar; Old believer, S. (2019). Investigating the role of gender moderator on the relationship between marketing related to sports customer loyalty. Applied Research in Sports Management, Volume 7, Number 2, 42-35.
- Taghipour, M.; Rezaei Sufi, M. (2019). The Impact of Relationship Marketing and Service Quality on Customer Loyalty of Private Clubs in Rasht, Second National Conference on Achievements in Sports Science and Health, Ahvaz, Ahvaz University of Medical Sciences, pp. 10-1.
- Wu, C. M. (2005). A Survey of Quality of Service, Satisfaction, and Loyalty in Members of Fitness Center-An Example of Ebullient Fitness Center. Master Dissertation, Taipei Physical Education College, Taipei, Taiwan.