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Information Seminar Paper

Title

DESIGN OF RELATIONSHIP MARKETING MODEL FOR PREMIER FOOTBALL LEAGUE IN IRAN

Pages

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Abstract

 PURPOSE: EFFECTIVE RELATIONSHIP MARKETING IS CRITICAL IN THE SPORT ENVIRONMEN. IT HAS BEEN SUGGESTED THAT SPORT CONSUMERS ARE BECOMING INCREASINGLY‘‘ DISCONTENTED AND DISCONNECTED’’ IN RESPONSE TO ESCALATING ATTENDANCE COSTS, THE INCREASED COMMERCIALIZATION OF SPORT, AND WHAT THEY PERCEIVE AS DUBIOUS MOTIVES BEHIND THE MARKETING ACTIVITIES OF SPORT ORGANIZATIONS. THEREFORE, SPORT ORGANIZATIONS NEED TO ENSURE THAT THEIR INTERACTIONS WITH FANS ARE MUTUALLY BENEFICIAL. SO, THE PURPOSE OF THIS RESEARCH IS DESIGN OF RELATIONSHIP MARKETING MODEL IN IRANIAN PREMIER FOOTBALL LEAGUE.METHODOLOGY: THE RESEARCH METHOD WAS DESCRIPTIVE AND SURVY THAT THE NECESSARY DATA WERE GATHERED THROUGH INTERVIEWS WITH RELEVANT EXPERTS IN THE THE FIELD WITH THA FANS, OBSERVATION, REVIEW THE RELEVANT THEORETICAL LITERATURE AND RESEARCHER-MADE QUESTIONNAIRE. THE STATISTICAL POPULATION WAS CONSISTED THE UPPER OF SIXTEEN YEARS OF FOOTBALL FANS IN THE PREMIER FOOTBALL LEAGUE.THE NUMBER OF 527 QUESTIONNAIRE WERE SELECTED FROM GATHERED 674 QUESTIONNAIRES BASED ON RESEARCH FANS DEFINITION THAT ATTENDANCE AVERAGE OF THEM WAS ABOVE OF 8 GAMES IN A SEASON FOR THEIR TEAMS FAVORITE. STRUCTURAL EQUATION MODELS (SEM) WERE USED TO ANALYZE THE DATA.RESULTS: RESULTS INDICATE THAT FAN RELATHIONSHIP MANAGEMENT EFFECTS POSITIVELY ON RELATHIONSHIP QUALITY IN FOOTBALL CLUBS. AS A RESULT OF ACCEPTABLE FIT TO THE DATA TO STRUCTURAL EQUATION MODELS AND SIGNIFICANCE OF REGRESSION COEFFICIENTS, FOR DESIGN RELATIONSHIP MARKETING MODEL INDICATE THAT IMPACT OF FAN RELATIONSHIP MANAGEMENT ON THE FAN LIFETIME VALUE DEPENDS ON THE RELATIONSHIP QUALITY WITH FANS.CONCLUSIONS: IMPROVING RELATIONSHIP QUALITY EVENTUALLY LEAD TO INCREASE FAN LIFETIME VALUE THAT HAS BEHAVIORAL ISSUES SUCH AS CONSUMPTION QUANTITY, WORD OF MOTH, MEDIA USAGE AND RE-ATTEND BY FANS.

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    APA: Copy

    Izadi, Behzad, EHSANI, MOHAMMAD, KOOZECHIAN, HASHEM, & TOJARI, FARSHAD. (2015). DESIGN OF RELATIONSHIP MARKETING MODEL FOR PREMIER FOOTBALL LEAGUE IN IRAN. INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES. SID. https://sid.ir/paper/917990/en

    Vancouver: Copy

    Izadi Behzad, EHSANI MOHAMMAD, KOOZECHIAN HASHEM, TOJARI FARSHAD. DESIGN OF RELATIONSHIP MARKETING MODEL FOR PREMIER FOOTBALL LEAGUE IN IRAN. 2015. Available from: https://sid.ir/paper/917990/en

    IEEE: Copy

    Behzad Izadi, MOHAMMAD EHSANI, HASHEM KOOZECHIAN, and FARSHAD TOJARI, “DESIGN OF RELATIONSHIP MARKETING MODEL FOR PREMIER FOOTBALL LEAGUE IN IRAN,” presented at the INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES. 2015, [Online]. Available: https://sid.ir/paper/917990/en

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