atefeh asadzadeh; Alireza Elahi; Hossein Akbari Yazdi
Abstract
Objective: The identification of barriers to relationship marketing will make easier achieving the main objectives of relationship marketing. For this purpose, researchers are looking for valid and reliable tool. Therefore, this study aimed to determine the validity and reliability of relationship marketing ...
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Objective: The identification of barriers to relationship marketing will make easier achieving the main objectives of relationship marketing. For this purpose, researchers are looking for valid and reliable tool. Therefore, this study aimed to determine the validity and reliability of relationship marketing barriers in fans management researcher made questionnaire. Methodology: In this regard, the content and face validity of questionnaire was confirmed by a group of experts. Conducting the pilot study on 41 cases, the Cronbach's alpha was used to determine the reliability of questionnaire (α= 0.702). Also, 141 questionnaires were collected for assessing the construct validity of research tool. The confirmatory factor analysis was used to test the construct validity of questionnaire. Results: The LISREL output showed that the selected indicators for assessing the relationship marketing components were valid and could well evaluate relationship marketing.. Conclusion: Based on these findings, it was concluded that the adapted questionnaire of relationship marketing barriers could be used as a reliable and valid scale in management of fans
