Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League

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Freydoni Masoud; Kalateh Seifari Masomeh

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Journal: Sport Management Journal Year:2018 | Volume:10 | Issue:1 Page(s): 103-117

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Information Journal Paper

Title

Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League

Author(s)

Freydoni Masoud | Kalateh Seifari Masomeh | Issue Writer Certificate

Keywords

Fans’satisfactionQ1

marketing mixQ1

professional leagueQ1

re-attendanceQ1

sport marketingQ2

Abstract

The aim of this study was to explain the model of the effect of marketing mix elements on fans’ satisfaction and re-attendance in Tehran popular clubs of professional football league. The current study was application in terms of aim and descriptive-survey in terms of data collection. The population included all fans who had bought tickets for one of Persepolis-Esteghlal games in 2015-2016 season and attended the stadium. According to the number of items in the questionnaire, 310 subjects were considered as the sample. After the literature review, the primary model of the study was designed, a questionnaire was made based on this model and its validity was confirmed by some academic experts using factor analysis technique. After the reliability was determined, the questionnaire was distributed among the statistical population. For data analysis, correlation coefficient and SEM method were used. The results showed that marketing mix had effect coefficient (0. 44) on fans’ re-attendance and effect coefficient (0. 69) on fans’ satisfaction. Also, satisfaction effect coefficient was 0. 58 on fans’ reattendance. So, sport club managers should consider marketing mix and should promote marketing mix elements; and they should try to enhance fans’ satisfaction more and reinforce their loyalty and re-attendance.

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APA: Copy

Freydoni, Masoud, & Kalateh Seifari, Masomeh. (2018). Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League. SPORT MANAGEMENT (HARAKAT), 10(1 ), 103-117. SID. https://sid.ir/paper/371967/en

Vancouver: Copy

Freydoni Masoud, Kalateh Seifari Masomeh. Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League. SPORT MANAGEMENT (HARAKAT)[Internet]. 2018;10(1 ):103-117. Available from: https://sid.ir/paper/371967/en

IEEE: Copy

Masoud Freydoni, and Masomeh Kalateh Seifari, “Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League,” SPORT MANAGEMENT (HARAKAT), vol. 10, no. 1 , pp. 103–117, 2018, [Online]. Available: https://sid.ir/paper/371967/en

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