The relevecy of relationship marketing with loyalty and satisfaction of football players from point of view country's club managers and media members
Poster Presentation XML
Authors
1Master of Physical Education and Physical Education Faculty of Agriculture in charge of Maragha
2PhD student of sport management Gazvin University, Iran
3PhD student of marketing management and sports media Lecturer of Payam Noor University BONAB
4Physical education teachers of Maragheh
Abstract
Introduction: In the highly competitive market today, having a long-term profitability and maintaining loyalty to customers is vital for all companies Therefore, companies should always monitor the interaction between themselves and their customers and provide them with an accurate knowledge of the needs of customers, goods and services of value to create loyalty with satisfaction, thereby preventing them from shifting to other companies. In this regard, relationship marketing is one of the most successful approaches. The purpose of this research was to study the relevancy of relationship marketing with loyalty and satisfaction of football players from point of view country's club managers and media members.
Methodology: The research method was descriptive and statistical population were formed of all managers clubs and media men country. for statistical sample selected of 128 managers clubs and media men country(anchors, pundits, journalists, photographers, journalists) by randomly. for data collection, was used from standardized questionnaire relationship marketing Kim (2008), Allen loyalty questionnaire (1990) and satisfaction questionnaire Kim (2008). data analysis, were used from descriptive statistics and inferential statistics including Pearson correlation coefficient and Single-variable regression.
Results: The results showed that there is a significant relevancy between relationship marketing with loyalty and satisfaction of players football from point of view country's club managers and media members. the results of regression analysis showed that forecasts relationship marketing 44 percent of the all loyalty changes of players football from point of view country's club managers and media members. Also the results of regression analysis showed that forecasts relationship marketing 38 percent of the all satisfaction changes of players football from point of view country's club managers and media members. Conclusion: In overall, managers football clubs to retain and attract players, should capitalize on the components of relationship marketing. the results of this study are consistent with the results of Kim and et al (2011), Hadavi and et al (2013), Sharifi and Esfidani (2014).
Discussion: According to the results of the research, it is suggested that managers and owners of football clubs in the deal with players, to have long-term relationships with them, to attract trust and confidence in the club.
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