The effect of causal marketing relationship related to customer loyalty in the collections of Tehran Municipality Sports Organization

Nowadays, despite the new marketing conditions, organizations are constantly looking for ways to maintain their relationship with customers.One of these ways is relationship marketing which will limit dissatisfied customers and lead to an increase in loyal customers.The aim of this study was to investigate the causal relationship between marketing and customer loyalty in the collections of Tehran Municipality Sports Organization.The research method is descriptive correlation. The statistical population of employees in sports organizations of Tehran Municipality is about ۳۰۰۰ people.The sampling method in this study was simple random.Therefore, Morgan table sampling method was used to select the sample, which includes ۱۴۸ people.Data collection tool: Endobisi Relationship Marketing Questionnaire (۲۰۱۳)It has ۱۷ items and ۴ components of trust, commitment, communication and conflict managementThe Customer Loyalty Questionnaire is Rand Teal (۲۰۰۵)Which has ۲۶ questions and ۵ components which are: attitudinal loyalty, complaining behavior, tendency to be loyal, resistance to competitive offer and situational loyalty ،Structural equation modeling and smart pls software were used to analyze the data.In this study, the value of the path coefficient is positive, which indicates a positive relationship between the independent variable (relationship marketing) and the dependent variable (customer loyalty). The relationship coefficient of marketing relationship related to customer loyalty is ۰.۴۲۵ and t-statistic (significance coefficient) is ۴.۲۷۰ and its value was more than the significant threshold of ۱.۹۶.As a result, the findings showed that marketing related to customer loyalty is effective in the collections of Tehran Municipality Sports Organization.So, in planning an organization, attention to the needs and wants of customers should be a priority, and all people should strive to achieve and improve customer relationship processes to increase customer loyalty.

کلیدواژه ها:

Relationship marketing ، Customer loyalty ، sports organizations