Sport Management Studies

Determining the Reliability and Validity of Sport Spectators’ Relationship Marketing Questionnaire

Document Type : Research Paper

Authors

Maryam Taherikia 1
Ali Reza Elahi 2
Hosein Akbari Yazdi 3

1 Ph.D. Student of Sport Management, Kharazmi University

2 Associate Professor of Sport Management, Kharazmi University

3 Assistant Professor of Sport Management, Kharazmi University

https://doi.org/10.22089/smrj.2017.3454.1676
Abstract
The development of relationship marketing tactics may increase the profitability of sports industry. The researchers look for a valid and reliable tool to evaluate this tactic. However, this study aimed to determine the reliability and validity of Kim’s Sport Customers’ Relationship Marketing Questionnaire (2008) which consists of 28 questions. This questionnaire consists of trust, commitment, relationship satisfaction, self-connection, intimacy, loving team, and reciprocity components. After obtaining permission from owner of questionnaire, its content and face validity was investigated and confirmed by seven experts. This questionnaire was translated in the study of Hasani Zade (2012) by three-step approach. To determine the reliability, a pilot study was conducted on spectators of Esteghlal- Naft Tehran game in Azadi Stadium; the Cronbach's alpha coefficient for all components and questions was more than 0.70. To evaluate the validity of questionnaire, a sample consisted of 430 spectators who participated to watch the games of Sepahan in Foolad Shahr Stadium were selected randomly. The confirmatory factor analysis was used to test the construct validity. The outputs of LISREL software indicated that the selected items for measuring components of relationship marketing were valid and may evaluate well the relationship marketing of spectators. Given these findings, it can be said that adapted scale of sports spectators’ relationship marketing may be used as reliable and valid scale among football spectators.

Keywords

Standardization of Tools
Confirmatory Factor Analysis
Sports Spectators
Relationship Marketing
Subjects
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Sport Management Studies
Volume 10, Issue 48
May and June 2018
Pages 177-194

  • Receive Date 29 December 2016
  • Revise Date 06 March 2017
  • Accept Date 09 May 2017

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