Authors
Sport management Department, Sport Science Faculty, Hakim Sabzevari University, Sabzevar, Iran
,
Document Type : Research Paper
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. 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.
- ایرانمنش، مژده؛ شریفیان، اسماعیل. (1391). «عوامل مؤثر بر وفاداری مشتریان به نام تجاری پوشاک ورزشی در باشگاه های لیگ برتر فوتبال ایران.» فصلنامه پژوهش در مدیریت ورزشی و رفتار حرکتی. دوره 4، شماره 7، صص 89-77.
- رضائی ملک، نرگس؛ رضائی ملک، محمد؛ توکلی مقدم،رضا. (1393). «ارزیابی مدیریت خدمات بانکی با استفاده از مدیریت دانش و بانکداری همراه در بانک ملت.» مدیریت بازاریابی، دوره 9، شماره 25. صص114.
- غفاری آشتیانی، پیمان؛ چارستاد، پروانه؛ لونی، ندا. (1389). «بررسی عوامل موثر بر رفتار مصرفکنندگان در ترجیح برندهای خارجی به برندهای داخلی(مطالعه موردی: دانشجویان).» مجله مدیری ورزشی، دوره5، شماره 8، صص 253-227.
- موسی خوانی، محمد؛ حقیقی، محمد؛ ترک زاده، سمانه. (1391). « ارائه مدلی جهت کسب وفاداری مشتری با استفاده از مدیریت دانش مشتری در صنعت بانکداری کشور (بانکهای خصوصی).» مدیریت بازرگانی. دوره 4، شماره 12، صص 164-147.
- معماری، ژاله؛ جعفرآبادی، محمد؛ سیفی سلمی، طاهره. (1392). «مطالعۀ نقش کیفیت تعاملی و ارزش ادراک شده در توسعۀ توجهات رفتاری مشتریان مجموعه های ورزشی خصوصی.» فصلنامه مدیریت و توسعه ورزشی، دوره 2 شماره 2، صص 121-91.
- هومن، حیدرعلی. (1391). «مدل یابی معادلات ساختاری با کمک نرم افزار لیزرل،» چاپ پنجم، تهران، انتشارات سمت، صص 44-38.
- Ø Abdolmaleki Bose, Ranjit, & Sugumaran, Vijayan. (2003). "Application of knowledge management technology in customer relationship management". Knowledge and Process Management, 10 (1), 3-17.
- Ø Chen, C. F., & Tsai, D. C. (2007). "How destination image and evaluative factors affect behavioral intentions?" Tourism Management, 28 (4), 1115–1122.
- Ø Chia, M. C., Chin, T. C. & Chin, H. H. (2002). "A review of service quality in corporate and recreational sport/fitness programs". The Sport Journal, 5 (3), 1-9.
- Ø Dolen, W.M. van. Dabholkar, P.A. & de Ruyter, K. (2007). "Satisfaction with online commercial group chat: the influence of perceived technology attributes, chat group characteristics, and advisor communication style". Journal of Retailing, 83 (3), 339-58.
- Ø Flint D.J., Blocker C.P. & Boutin P.J. (2010)."Customer Value anticipation, customer satisfaction and loyalty: An empirical examination". Journal of Industrial Marketing Management, 40 (2), 219-230.
- Ø Hapsari, Raditha, & Clemes, Michael, & Deana, David. (2016). "The Mediating Role of Perceived Value on the Relationship between Service Quality and Customer Satisfaction: Evidence from Indonesian Airline Passengers". 7th International Economics & Business Management Conference, 35 (5), 388-395.
- Ø Hill, B. & Christine, Green. (2012). "Repeat Participation as a Function of Program Attractiveness, Socializing Opportunities, Loyalty and the Sports cape Across Three Sport Facility Contexts". Sport Management Review, 15 (4), 485-499.
- Ø Khodakarami, Farnoosh. & Yolande E. Chan (2014). "Exploring the role of customer relationship management (CRM) systems in customer knowledge creation". Journal Information & Management 51 (1), 27–42.
- Ø Larson S. & Susanna H. (2004). "Managing customer loyalty in the automobile industry". Department of Business Administration and Social Sciences.
- Ø Liao, S., Chen, Y. & Deng, M. (2010). "Mining customer knowledge for tourism new product development and customer relationship management". Journal of Expert Systems with Applications, 37 (6), 421-432.
- Ø Nikhashemi, Seyed Rajab., & Tarofder, Arun Kumar., & Singh-Gaura, Sanjaya, & Haque, Ahasanul. (2016). "The Effect of Customers’ Perceived Value of Retail Store on Relationship between Store Attribute and Customer Brand Loyalty: Some Insights from Malaysia. Fifth International Conference on Marketing and Retailing, 37 (5), 432-438.
- Ø Ramseook-Munhurrun, P., & Seebaluck, V.N., & Naidoo, P. (2015). "Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius". International Conference on Strategic Innovative Marketing, 175 (4), 252-259.
- Ø Saliss. & Jones. (2002). "Customer Knowledge Management and E-commerce: The role of customer perceived risk". International Journal of Information Management 28 (2), 102–113.
- Ø Tsai, S. (2005). "Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value". International Journal of Research in Marketing, 22 (3), 77-291.