Document Type : Research Paper
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Abstract
The purpose of this research was the investigation of effective factors on Fan Relationship Management success in Iranian premier Football league. The research method was developmental and mixed research. The necessary data were gathered through interviews, observation, review the relevant theoretical literature and questionnaires. The statistical population consisted the clubs fan in the premier football league. The number of 527 questionnaires was selected from 674 gathered questionnaires based on research definition of fan that attendance average of them was above of 8 games in a season for their favorite teams. Descriptive and inferential statistics including Kolmogroff- Smirnoff, Pearson correlation and structural equation models (SEM) were used to analyze the data. The results showed that there is relationship between knowledge management, service quality and organizational support with fan relationship management. Also, the results showed regression weights of service quality dimensions; technical and functional quality, were 0.575 and 0.491 respectively. Understanding the needs of loyal fans is a key element to success of any sport organization. There is necessary for Iranian Football clubs that spend extensive efforts for maintaining current fans and attracting new fans by providing suitable facility, conducting customer based program and creating knowledge and information through various relations channels.
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