Impact of Customer Relationship Management On BrandDevelopment Process In Sports Clubs Of the Qazvin City

  • سال انتشار: 1396
  • محل انتشار: دومین کنفرانس بین المللی پژوهشهای کاربردی در تربیت بدنی،علوم ورزشی و قهرمانی
  • کد COI اختصاصی: PESSO02_146
  • زبان مقاله: انگلیسی
  • تعداد مشاهده: 397
دانلود فایل این مقاله

نویسندگان

Elham Ghanbari

M A Sports Management and Islamic Azad University, Qazvin

Fariba Mohammadian

Assistant Professor Qazvin Islamic Azad University

چکیده

The aim of this study was to evaluate the effect of customer relationship management to the branding of sports clubs Qazvin. The research method is correlation based on the structural equation model. The subjects, all athletes over 15 years was the city of Qazvin, 381 students were selected randomly. The data gathered by questionnaire brand value Keller (2001) and customer relationship management questionnaire resident and Ramezani (2012), respectively. The Cronbach s alpha for, respectively, 95 and 82 percent, respectively. Data analysis is performed using software Spss 20 and PLS3. Spearman correlation test results showed that among variables, customer relationship management and asignificant positive correlation with all variables is branding. The relationship between branding, customer relationship management with 65/0 percent was reported that the amount shown is high correlation between these two variables. Testing the hypothesis in research and analysis, structural equation model was used. The results of the structural equation modeling model for the research model showed that, customer relationship management branding on all variables will have a significant positive effect. That s why managers of sports clubs are advisedto pay special attention to customer satisfaction, positive brand your club to create in the minds of customers

کلیدواژه ها

Customer relationship management, brand building, brand resonance, sports clubs, Qazvin

مقالات مرتبط جدید

اطلاعات بیشتر در مورد COI

COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.

کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.