عنوان مقاله [English]
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.