THE EFFECT OF RELATIONSHIP MARKETING ON QUALITY OF RELATIONSHIP WITH THE SPECTATORS OF WOMEN'S VOLLEYBALL PROFESSIONAL LEAGUE

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EMAMI M.; BENAR N.

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Journal: SPORT MANAGEMENT REVIEW Year:2017 | Volume:9 | Issue:41 Page(s): 191-210

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Title

THE EFFECT OF RELATIONSHIP MARKETING ON QUALITY OF RELATIONSHIP WITH THE SPECTATORS OF WOMEN'S VOLLEYBALL PROFESSIONAL LEAGUE

Author(s)

EMAMI M. | BENAR N. | Issue Writer Certificate

Keywords

RELATIONSHIP MARKETINGQ1

RELATIONSHIP QUALITYQ1

WOMEN'S VOLLEYBALLQ1

SOCIAL BENEFITSQ1

TRUSTQ2

Abstract

The purpose of this research is to investigatate the effect of RELATIONSHIP MARKETING on quality of relationship with the spectators of Iran WOMEN'S VOLLEYBALL professional league. The Research method was corelational research that was performed field research. Three hundred six people (age>14) were selected randomly. In the proposed model, RELATIONSHIP MARKETING explained 74% (0.862) of the variance in RELATIONSHIP QUALITY. In addition, SOCIAL BENEFITS with the highest loading (0.65) was the most important dimension in RELATIONSHIP MARKETING, and TRUST with the highest loading (0.69) was the most important dimension in RELATIONSHIP QUALITY. This results can ensure the Iranian Volleyball Federation and sports clubs that increasing the quality of relationship with spectators by means of SOCIAL BENEFITS and structural bonds can create a sustainable competitive advantage. Other suggestions for enhancing the RELATIONSHIP QUALITY are holding regular and consistent volleyball leagues, using modern communication tools and socialization, improving spectators-staff interaction, and paying special attention to the needs and demands of spectators.

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APA: Copy

EMAMI, M., & BENAR, N.. (2017). THE EFFECT OF RELATIONSHIP MARKETING ON QUALITY OF RELATIONSHIP WITH THE SPECTATORS OF WOMEN'S VOLLEYBALL PROFESSIONAL LEAGUE. SPORT MANAGEMENT REVIEW, 9(41 ), 191-210. SID. https://sid.ir/paper/234378/en

Vancouver: Copy

EMAMI M., BENAR N.. THE EFFECT OF RELATIONSHIP MARKETING ON QUALITY OF RELATIONSHIP WITH THE SPECTATORS OF WOMEN'S VOLLEYBALL PROFESSIONAL LEAGUE. SPORT MANAGEMENT REVIEW[Internet]. 2017;9(41 ):191-210. Available from: https://sid.ir/paper/234378/en

IEEE: Copy

M. EMAMI, and N. BENAR, “THE EFFECT OF RELATIONSHIP MARKETING ON QUALITY OF RELATIONSHIP WITH THE SPECTATORS OF WOMEN'S VOLLEYBALL PROFESSIONAL LEAGUE,” SPORT MANAGEMENT REVIEW, vol. 9, no. 41 , pp. 191–210, 2017, [Online]. Available: https://sid.ir/paper/234378/en

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