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.
Sayed Moslam Alavi; Mehdi Najafi Siahroudi
Volume 4, Issue 1 , June 2015, , Pages 161-179
Abstract
Objective: The main purpose of this research was to investigate the effect of service marketing mix on customers’ satisfaction and their price tolerance at a sport complex.Methodology: Current research is an applied study and falls into the category of descriptive -survey researches methodologically. ...
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Objective: The main purpose of this research was to investigate the effect of service marketing mix on customers’ satisfaction and their price tolerance at a sport complex.Methodology: Current research is an applied study and falls into the category of descriptive -survey researches methodologically. Statistical population consists of all women who use the services of Hijab sport complex in Shiraz. Among these customers, 400 individuals using Non-probability sampling regarding women availability, have been selected and were questioned by a researcher-made questionnaire. Questionnaire’s validity was tested using face validity approach while questionnaire’s reliability was confirmed through two approaches of alpha cronbach (79 %) and split half (71 %).Results: Based on the findings raised by Structural Equations Model, it was obvious that customer satisfaction mediates the relationship between service marketing mix and price tolerance. Freedman Test also showed that the location of a sport complex has had the highest effect on customer satisfaction whilst the complex’s promotion was in the lowest rank considering its influence on customer satisfaction. Moreover, Kruskal Wallis Test indicated that the importance of service marketing mix elements is different among various groups of customers.Conclusion: Regarding the high inflation in Iran, where most of sport complexes have realized they cannot survive without having customers with high price tolerance; providers should change their marketing mix elements consciously and try to focus on factors that has the highest effect on customer satisfaction
