Document Type : Research Paper
Authors
1 M.Sc. Student of Sport Management, University of Guilan
2 Assistant Professor of Sport Management, University of Guilan
Abstract
The purpose of this research is to investigatate the effect of relationship marketing on quality of relationship with the spectators of Iran women's volleyball professional league. The Research method was corelational research that was performed field research. Three hundred six people (age > 14) were selected randomly. In the proposed model, relationship marketing explained 74% (0.862) of the variance in relationship quality. In addition, social benefits with the highest loading (0.65) was the most important dimension in relationship marketing, and trust with the highest loading (0.69) was the most important dimension in relationship quality. This results can ensure the Iranian Volleyball Federation and sports clubs that increasing the quality of relationship with spectators by means of social benefits and structural bonds can create a sustainable competitive advantage. Other suggestions for enhancing the relationship quality are holding regular and consistent volleyball leagues, using modern communication tools and socialization, improving spectators-staff interaction, and paying special attention to the needs and demands of spectators.
Keywords
- Abbasi, J. (2003). Examine the role of key dimension of relationship marketing on customer satisfaction in bank mellat in tehran in 1381. (Unpublished master dissertation). Tehran University, Department of Management. (Persian).
- Abdi, N. (2009). Investigation of satisfaction of subscribers of fixed telephone service. Journal of News Telecommunication Company of Khorasan Razavi, Contraption Monthly, 4(41), 153-4. (Persian).
- Afchangi, S., Hadavi, S. F., & Elahi, A. (2013). Prediction of costumers` satisfaction and intention to revisit by components of relationship marketing in sport clubs: The study of Mashhad`s women aerobics. Applied Research of Sport Management, 4(23), 63-70. (Persian).
- Aflaki, Sh. (2010). Missing Iranian business relationship marketing. Journal of Selected Management, 4(31), 14-29. (Persian).
- Armstrong, K. L., & Peretto Stratta, T. M. (2005). Market analyses of race and sport consumption. Sport Marketing Quarterly, 13(1), 6–16.
- Askarian, F., Faraji Dana, A., Goudarzi, M., &Jafari, A. (2005). Review of Iran sports industry's economic situation in 1377-1380.Journal of Movement, 3(24), 25-44. (Persian).
- Barry, J.M. (2004). Factors driving relationship commitment in B2B services: The role of national culture, value, trust and bonds. (Unpublished doctoral dissertation). Nova Southeastern.
- Benar, N., Emami, M., & Mallaei, M. (2016). Design the pattern of effect of the event quality, relationship marketing and relationshipquality on the spectator loyalty in Iran women's volleyball league.Sport Management and Development, aBiannual Journal. (Persian).
- Bronvold, S. E., Pan, D. W., & Gabert, T. E. (2007). Effects of winning percentage and market size on attendance in minor league baseball. Sport Marketing Quarterly, 6(4), 35-42.
- Chalip, L., Green, C., & Hill, B. (2003). Effects of sport event media on destination image and intention to visit. Journal of Sport Management, 6(17), 214-34.
- Deshriver, T.D., & Jensen, P.E. (2002). Determinants of spectator attendance at NCAA Division II football contests. Journal of Sport Management, 2(16), 311-30.
- Elahi, A. (2005). Reviews of the performance of the Professional Football League Organization of Islamic Republic of Iran and to compare it with the Professional Football League Organization. Journal of Movement, 5(27), 55-71. (Persian).
- Gronroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 2(32), 4-20.
- Houman, H. (2012). Structural equation modeling with LISREL application (1st ed). Tehran:Samt Publisher. (Persiann).
- Izadi, B. (2012). Designing a model of relationship marketing in Premier League football. (Unpublished doctoral dissertation). Tarbiat Modarres University, Department of Physical Education and Sports Science. (Persian).
- Jalali Farahani, M. (2004). Investigation of the organizational structure and the basis of the letter of Islamic Republic of Iran Football Federation and selected countries and FIFA to the provisionof optimum pattern. (Unpublished doctoral dissertation). Tehran University, Department of Physical Education. (Persian).
- Kim, Y., Kyoum, T., Galen, J., & Yong. (2010). The influence of relationship quality on sport consumption behaviors: An empirical examination of the Relationship quality. North American Society for Sport Management Conference.
- Lin, C., Weng, J.C. M., & Hsieh, Y. (2003). Relational bonds and customer's trust and commitment-A study on the moderating effects of web site usage. The Services Industries Journal, 3(23), 109-27.
- Mason, D.S. (1999). What is the sports product and who buys it? The marketing of professionalsports leagues. European Journal of Marketing, 3(33), 402-18.
- McDonald, M. A., & Milne, G. R. (1997). A conceptual framework for evaluating marketing relationships in professional sport franchises. Sport Marketing Quarterly, 6(2), 27-32.
- Mullin, B.J., Hardy, S., & Sutton, W.A. (2007). Sport marketing (3rd ed). USA: Human Kinetics, 2(44), 57-71.
- Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1),98-106.
- Palmatier, W.R., Scheer, L. K., Houston, M. B., Evans, K.R., & Gopalakrishna, S. (2007). Use of relationship marketing programs in building customer-sales person and customer-firm relationships: Differential influences on financial outcomes. International Journal of Research in Marketing, 3(24), 210-20.
- Patterson, P. G., & Smith, T. (2001). Relationship benefits in service industries: A replication in a Southeast Asian context. Journal of Services Marketing, 15(6), 25-33.
- Qazi Tabatabaei, S. M. (2002). The process of formulating and implementation and interpretation of the output of a LISREL model, A concrete example. Tabriz University, Research Almanac, 1(4), 85-25. (Persian)
- Qazi Zade, M., Beigi Nia, A., Abbas Pour, M., & Anbari, E. (2001). The effect of relationship marketing on customer loyalty with ERM model (case study: Mellat insurance company). Daneshvar (Raftar) Management and Achievement/ Shahed University,18(2), 407-22. (Persian).
- Samadi, M., Nourani, M., & Farsi Zade, H. (2009). The effect of marketing behavior of communication taktic order at the store of clothing using structural equation model. Quarterly Journal of Business, 6(53), 203-23. (Persian).
- Sang, W,B. (2003). Attitudes, interests and sport spectator profiling: Variables affecting game attendance inNHL franchise. (Unpublished doctoral dissertation). The University of British Columbia.
- Seyed Ameri, M. H., Moharam Zade, M., Bashiri, M., & Hadi, H. (2009). Barriers to attract sponsors in the sports industry in East Azarbaijan. Beyond the Management. 3(10), 147-64. (Persian).
- Seyed Javadein, R., Barari, M., & Saatchian, V. (2014). Relationship marketing in sport industry. Sport Management Review, 8(23), 15-34. (Persian).
- Shammout, A. B. (2007). Evaluating an extend relationship marketing models for Arab guests of five-star hotels. A Thesis Submitted in Victoria University in Melbourne.
- Sin, L., Tse, A., Yau, O., Lee, J., & Chow, R. (2002). The effect of relationship marketing orientation on the business performance in a service oriented economy. Journal of Service Marketing, 16(7), 656-76.
- Solgen, S., & Wiklund, D. (2006). Customer relationship management strategy in Swedish football clubs. Malardlenshogskola Sweden, Journal of Service Research, 8(3), 78-103.
- Stavros C, P., & Hume, H. (2008). Relationship marketing in Australian professional sport: An extension of the Shani Framework. Sport Marketing Quarterly, 5(17), 135-48.
- Wang, W., Liang, C., & Wu, Y. (2006). Relationship bonding tactics, relationship quality and customer behavioral loyalty-behavioral sequence in Taiwan’s information service industry. Journal of Service Research, 6(1), 31-57.
- Wong, A., & Sohal, A. (2002). An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail & Distribution Management, 30(1), 43-60.
)