Document Type : Research Paper
Authors
1 Associate Professor, Ferdowsi University of Mashhad
2 M.A Sport Management
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 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
Keywords
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