Authors
1
Assistant Professor of Sport Management, University of Guilan
2
PhD student Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Guilan
Abstract
Objective: The aim of this study is to determine the effect of customer knowledge management on fitness clubs customer lifetime value in Rasht.
Methodology: This study was descriptive-survey one. In this research a self-made questionnaire including 13-questions customer knowledge management questionnaire and 23-questions customer lifetime value questionnaire is designed. Statistical society includes female and male customers of Rasht fitness clubs. Subjects were selected by cluster sampling in Rasht 5 areas and eventually 460 customers cooperated with the research. In order to analyze the data SPSS 23 and Smart PLS are used.
Results: Results shows that customer knowledge management has a significant positive effect on customer lifetime value and its dimensions, and high factor coefficients of research conceptual model indicates that customer knowledge management classification is positively effective on attracting customers, customers keeping in contact with club and also their beneficence.
Conclusion: Finally, using the results of this research can be said that customer knowledge management has a significant effect on customer lifetime value and this way Rasht fitness clubs managers can make profit margin whit the use of customer knowledge management.
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