Amir Montazeri; mehdi talebpou; reza andam; anoshirvan kazemnezhad
Abstract
Objective: the purpose of this study was to investigate the role of team image in fan’s team identification in Iran’s sport industry via structural equation modeling. Methodology: The research method was descriptive-correlation. The statistical population of the study included all fans over ...
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Objective: the purpose of this study was to investigate the role of team image in fan’s team identification in Iran’s sport industry via structural equation modeling. Methodology: The research method was descriptive-correlation. The statistical population of the study included all fans over 18 years old in the Premier League in 2015/16 season. 640 questionnaires were analyzed as statistical sample. Heer and et al (2011), questionnaire and Chun (2008), questionnaire, to measure team identification and team image were used respectively. After confirming the face and content validity of questionnaires, For the reliability of team identification and team image questionnaires Cronbach’s alpha coefficient (α= .93; α= .81) were estimated respectively in a pilot study. Results: Structural equation model analysis showed that team image has positive and significant effect on fans’ team identification. Conclusion: So, It is recommended to sport managers, to consider the issues such as appreciate the fans and fair play to creating a positive team image in the mind of fans in order to create and enhance the team identification
behzad izadi; edris radi
Abstract
Objective: One of the important marketing approaches that reflect the organization's success or failure in building long-term relationships with customers is relationship marketing. In this regard, this research was to analyze the importance and performance of relationship marketing approach in sports ...
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Objective: One of the important marketing approaches that reflect the organization's success or failure in building long-term relationships with customers is relationship marketing. In this regard, this research was to analyze the importance and performance of relationship marketing approach in sports complexes. Methodology: The research method was analytical- descriptive survey. The study population included 243 of Kurdistan Sport complexes executives, which subjects selected randomly. Delone questionnaire (2006) with 19 items was used to collect data. The paired t-test was used to compare the importance and performance of marketing relationship. Results: Results showed that there is a significant difference between the executives' understanding of relationship marketing importance and performance. In addition, there is a significance difference between the relationship with the customer, the quality of the services and preserving the customers, on the status of importance and performance. Conclusion: Relationship marketing tactics can build customer satisfaction and their loyalty in the sport complexes long-term and lead to sport complex’s profitability with retaining existing customers.
Kianoosh shajie; seyed morteza AZIMzadeh; Mahdi Yousefi; Farideh Afroozi
Abstract
Objective: the aim of this study was to Evaluate the relationship marketing tactics of Iranian soccer league Methodology: according to the purpose, Adjusted relationship marketing components scale developed by Ehsani and Ezadi (2011), provided to 366 members of the supporters club Esteghlal ...
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Objective: the aim of this study was to Evaluate the relationship marketing tactics of Iranian soccer league Methodology: according to the purpose, Adjusted relationship marketing components scale developed by Ehsani and Ezadi (2011), provided to 366 members of the supporters club Esteghlal Tehran that according to The sample size formula and Who were randomly selected. The questionnaire was based on the norms set for a Likert scale of 5 points to making it slightly used. Validity and reliability of the instrument by experts in the pilot study with the Alpha 0/92 respectively. For data analysis also oneway-anova variance, one sample t-test and Spearman and pearson Correlation significant 0/05 by spss20,systat13 and lisrel8.50 was used. Results: Results indicate that; between Subscales Knowledge Management, Quality of Service , Satisfaction ,trust , commitment , quantity consumed , Interpreting advertisement and finally pursuit of media according to the membership of the Association was significant difference(p<0/05) and also between subscales of relationship marketing tactics according to annual watching matches Except satisfaction and trust was no significant difference(p<0/05). Conclusion: In general the results indicate the status of the Marketing tactics, points of strength and weakness in this regard and so presenting suitable strategies and operational, on The identification of the Iranian Football League clubs Especially Esteghlal Tehran and their supporters in the development of effective advocacy
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
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
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.
