Noshin Benar; Abolfazl karimi; hamid reza goharrostami
Abstract
Objective: The purpose of this research was to Designing model ofsport’s Sponsors Loyalty with an emphasis on the relationship marketing and relationship quality. Methodology: The method applied in this research was descriptive – correlation. The sample was used included the directors of ...
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Objective: The purpose of this research was to Designing model ofsport’s Sponsors Loyalty with an emphasis on the relationship marketing and relationship quality. Methodology: The method applied in this research was descriptive – correlation. The sample was used included the directors of industrial factories and presidents of Sport Boards in Kashan. Data were collected by a researcher made that the reliability of the questionnaire was 0.94. In this study, structural equation modeling and partial least square method is used to analyze the data and model. Results: The results of this study exhibits the significant positive impact between the relationship marketing and loyalty of sport supporters. Also, there is a significant positive influence between the relationship marketing and relationship quality, but is not shown significant positive effect between the quality of the relationship and the loyalty of sport supporters. Conclusion: Considering the results, we can say, in relationship marketing, respectively, structural bonding, social benefits, conflict management and financial benefits and in relationship quality, reliability, commitment and satisfaction are the most important factors that managers Sports clubs and organizations can use these methods and factors marketing, maintain loyal supporters
