mahbobeh amadi; nooshin benar; hamid reza gohar rostami; fatemeh saeedi
Abstract
Objective: The aim of this study is to determine the effect of customer knowledge management on fitness clubs customer lifetime value in Rasht.Methodology: This study was descriptive-survey one. In this research a self-made questionnaire including 13-questions customer knowledge management questionnaire ...
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Objective: The aim of this study is to determine the effect of customer knowledge management on fitness clubs customer lifetime value in Rasht.Methodology: This study was descriptive-survey one. In this research a self-made questionnaire including 13-questions customer knowledge management questionnaire and 23-questions customer lifetime value questionnaire is designed. Statistical society includes female and male customers of Rasht fitness clubs. Subjects were selected by cluster sampling in Rasht 5 areas and eventually 460 customers cooperated with the research. In order to analyze the data SPSS 23 and Smart PLS are used.Results: Results shows that customer knowledge management has a significant positive effect on customer lifetime value and its dimensions, and high factor coefficients of research conceptual model indicates that customer knowledge management classification is positively effective on attracting customers, customers keeping in contact with club and also their beneficence.Conclusion: Finally, using the results of this research can be said that customer knowledge management has a significant effect on customer lifetime value and this way Rasht fitness clubs managers can make profit margin whit the use of customer knowledge management.
javad fesanghari; ali benesbordi; Marziye Rahimi
Abstract
Objective:The aim of this study was to investigate the effect customer knowledge management and perceived value on customer loyalty in sports clubs of the city of Mashhad. Methodology: This study was a descriptive survey. The study population consisted of persons who exercised in sports clubs in Mashhad. ...
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Objective:The aim of this study was to investigate the effect customer knowledge management and perceived value on customer loyalty in sports clubs of the city of Mashhad. Methodology: This study was a descriptive survey. The study population consisted of persons who exercised in sports clubs in Mashhad. Cluster sampling method was used and data were collected from various clubs in 13 districts in city of Mashhad (N=382). The research instrument was a questionnaire consisting of three parts related to knowledge management, perceived value and loyalty. Validity and reliability of the questionnaire were reviewed and approved before use. Confirmatory factor analysis and structural equation modeling with LISREL software were used respectively to evaluate the construct validity and to present the research model. Results: The results of the research model showed that goodness-of-fit of models to data is good. Overall, the results showed that knowledge for the customer with coefficient effect of 0.59 and social value with coefficient effect of 0.42 have had the most effect on athletes' perceived value and perceived value with coefficient effect of 0.90 had a significant effect on customer loyalty in sports clubs. Conclusion: In a general conclusion of the study results, it can be claimed that the application of knowledge management and its components in sports clubs is a very important factor and thus must be taken into account. Reinforcing this concept may pave the way for enhancing athletes' perceived value and also their senses of loyalty.
