THE RELATIONSHIP MARKETING: A PREDICTOR OF SPORT CONSUMERS' BUYING BEHAVIOR (A STUDY OF WOMEN'S FITNESS CLUBS IN MASHHAD)

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GHOLIZADEH BAHARE; TALEBPOUR MEHDI; KESHTIDAR MOHAMMAD

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Journal: NEW TRENDS IN SPORT MANAGEMENT Year:2015 | Volume:3 | Issue:10 Page(s): 73-84

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Title

THE RELATIONSHIP MARKETING: A PREDICTOR OF SPORT CONSUMERS' BUYING BEHAVIOR (A STUDY OF WOMEN'S FITNESS CLUBS IN MASHHAD)

Author(s)

GHOLIZADEH BAHARE | TALEBPOUR MEHDI | KESHTIDAR MOHAMMAD | Issue Writer Certificate

Keywords

CONSUMER BEHAVIOR

FITNESS CLUBS

RELATIONSHIP MARKETING TACTICS

TRUST

WILLINGNESS TO RE-ENGAGE

Abstract

Today, marketing activities are more and more evident in many professional clubs in order to retain consumers and enhance communication with them, and they have turned to one of the main priorities of these clubs. The aim of this study was to predict consumers' buying behavior through the role of relationship marketing in women’s FITNESS CLUBS in Mashhad. The study was descriptive-analytical and the population consisted of consumers of women’s FITNESS CLUBS in Mashhad (N=91).54 clubs and 350 subjects were randomly selected through cluster and stratified sampling method with appropriate allocation according to the Cochran formula. To collect the data, Kim' s Relationship Marketing (RM) standard questionnaire (2008) and Kim’s Consumer Buying Behavior (CB) questionnaire (2008) were used. To analyze the data, SPSS18 and Lisrel8.50 software were used. Results showed that relationship marketing had a significant relationship with consumers' buying behavior in women’s FITNESS CLUBS; therefore, it is recommended that clubs use sport marketing experts and design a consumer-relationship management system to increase consumers' re-engagement.

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APA: Copy

GHOLIZADEH, BAHARE, TALEBPOUR, MEHDI, & KESHTIDAR, MOHAMMAD. (2015). THE RELATIONSHIP MARKETING: A PREDICTOR OF SPORT CONSUMERS' BUYING BEHAVIOR (A STUDY OF WOMEN'S FITNESS CLUBS IN MASHHAD). NEW TRENDS IN SPORT MANAGEMENT, 3(10 ), 73-84. SID. https://sid.ir/paper/266750/en

Vancouver: Copy

GHOLIZADEH BAHARE, TALEBPOUR MEHDI, KESHTIDAR MOHAMMAD. THE RELATIONSHIP MARKETING: A PREDICTOR OF SPORT CONSUMERS' BUYING BEHAVIOR (A STUDY OF WOMEN'S FITNESS CLUBS IN MASHHAD). NEW TRENDS IN SPORT MANAGEMENT[Internet]. 2015;3(10 ):73-84. Available from: https://sid.ir/paper/266750/en

IEEE: Copy

BAHARE GHOLIZADEH, MEHDI TALEBPOUR, and MOHAMMAD KESHTIDAR, “THE RELATIONSHIP MARKETING: A PREDICTOR OF SPORT CONSUMERS' BUYING BEHAVIOR (A STUDY OF WOMEN'S FITNESS CLUBS IN MASHHAD),” NEW TRENDS IN SPORT MANAGEMENT, vol. 3, no. 10 , pp. 73–84, 2015, [Online]. Available: https://sid.ir/paper/266750/en

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