Authors
1
Ph.D student of sport marketing management, University of Tabriz
2
Assistant Professor, Department of Sport Management University of Tabriz
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Document Type : Research Paper
Abstract
Objective: The aim of this study was to investigate the effects of initiatives organizational factors (leadership, personnel, and organizational factors) on the success of sports customer relationship management.
Methodology: The method of this research in terms of the target is developmental and in terms of nature is exploratory. For this purpose, from among the 76 hotels in six metropolitan cities that were (three, four and five stars), 67 hotels which have active sports service sectors were selected randomly according to Morgan’s table as the statistical sample. In order to collect information, the Garrido and Mendoza (2011) and the most important criteria for the success of customer relationship management (2000) standard questionnaires were used. For testing the theories structural equation model was used.
Results: The results of this study showed that the organizational variables (leadership, staff, and organizational structure) affect the success of customer relationship management. But it seems they have a significant role in mediating of other factors (customer / business knowledge management / knowledge management influence / IT customer relationship management), on the success of customer relationship management in the sports service sector in hotels.
Conclusion: If sports service sectors in hotels use customer relationship management measures with knowledge management in order to establish a close and continuous relationship with customers, the project will be successful.
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