Nooshin Benar; Mina Emami; Mina Mallaei
Abstract
Objective: Present research aims at designing the pattern of effect of the event quality, relationship marketing and relationship quality on the spectator loyalty in Iran women's volleyball league. Methodology: This is a descriptive survey. The statistical population was all the spectators of U-15 age ...
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Objective: Present research aims at designing the pattern of effect of the event quality, relationship marketing and relationship quality on the spectator loyalty in Iran women's volleyball league. Methodology: This is a descriptive survey. The statistical population was all the spectators of U-15 age group in the 13th period of super league and Iran women's volleyball first division in 2014. The 306 persons were selected randomly as the research sample. Research instrument was a standard questionnaire that the validity and reliability were verified. It was followed by the distribution of questionnaires among the sample. In order to analyze the research data to present the structural equation model, AMOS21 and SPSS22 software were used. Results: The results indicated that event quality affected spectators' loyalty indirectly (0.22) mediated by relationship marketing and relationship quality. Moreover, the relationship marketing improved the relationship quality by 0.55. Conclusion:Understanding the spectators' needs is one of the essential factors for the success of any sport organization. Therefore, women's volleyball leagues and clubs should try to satisfy the spectators by providing appropriate facilities using modern marketing techniques.
