کیفیت رابطه

The aim of this study was to identify the effect of professional athletes' interactions on Instagram on the athlete's brand image, with the mediating roles of relationship quality, brand authenticity, and fan attachment. The methodology employed in this study was descriptive-correlational, and the statistical population consisted of approximately 50,000 students from four public universities in west of Iran, from which 590 individuals were selected as a sample. A structural equation model was utilized to test the hypotheses. The findings indicated that interactions on Instagram have a positive and significant indirect effect on the athlete's brand image, with a regression coefficient of 0.28, mediated by fan attachment. Additionally, the regression coefficient for the indirect effect of Instagram interactions on brand image through relationship quality and fan attachment (0.22) was greater than the mediating effect of brand authenticity and fan attachment (0.10). As a result, athletes can gain significant benefits by strategically and programmatically utilizing Instagram to manage the content of their posts.

The general purpose of the present study was to investigate the effect of relationship quality on the presence, media and purchasing behavior of fans of Iran's premier football league teams. The current research was a descriptive research of the correlation type. The statistical sample was the fans of the Premier Football League of Iran 1399-1400 season, who were selected by proportional sampling method. In this research, the relationship quality, attendance, media and shopping questionnaires of Kim et al. (2011) were used. The results showed that the quality of the relationship with regression coefficients of 0.63, 0.57 and 0.65 and critical ratios of 18.48, 16.97 and 17.72 respectively on the behavior of buying goods, media and attendance at the stadium of League fans. Iran's top football has a significant positive effect.

The aim of this study was to investigate the effect of sports motivation on the perception of fan behavior mediated by the quality of the relationship in karate athletes in Alborz province. This research is descriptive and correlational in terms of research method and method, based on structural equation modeling and applied in terms of purpose. The statistical population of this study is the number of karate athletes in Alborz province, whose number is infinite due to different sports styles in the field of karate. The sampling method was proportional to the number of research variables in structural equations according to the condition of 5 to 10 subjects for each item and observing at least 200 subjects, but to prevent sample drop (suggested by Julius et al.) 237 questionnaires by non-random quota sampling method. It was provided to the respondents. Data collection tool was translation of Pike et al. (2020) questionnaire, which confirmed the validity and reliability of this questionnaire. SPSS and Lisrel software were used to analyze the data. Findings showed a positive and significant effect of sports motivation on relationship quality (t.value = 7.16, β = 0.57), sports motivation has an effect on fans' perception of behavior (t.value = 5.37, 0.47) b) was. Specifically, the mediating role of relationship quality in the effect of sports motivation on the perception of fan behavior was confirmed. The model of the mediating role of relationship quality in the effect of sports motivations on the perception of fan behavior in karate athletes in Alborz province had the necessary fit. By having sports motivation and strengthening its components, by raising the strengths in human personality, the quality of relationship and communication with others can be improved.

The study is to investigate the effect of relationship quality on sports consumption behavior (Case study: Iranian Football Premier League fans in the 2020 season). It is a descriptive correlational study based on structural equation modeling and is considered as applied research in terms of purpose. The statistical population was the fans of all the clubs present in the Iranian Football Premier League the 2020 season. For this purpose and to select a statistical sample, according to the number of fans of Iranian Premier League teams, the sampling method was proportional. In this study, Kim et al.'s relationship quality questionnaire (2011) and Kim et al.'s exercise consumption behavioral questionnaire (2011) were used. Cronbach's alpha of the questionnaires was 0/88 and 0/76, respectively, indicating that the reliability of the questionnaires was desirable. Structural equation modeling with partial least squares approach and Smart Pls version 3 software were used to analyze the data. The results showed that the quality of the relationship is of a significant positive effect on the sports consumption behavior of Iranian Premier League fans. Finally, the research model also was of a strong fit.

Customer gratitude can be considered a promising tool for improving the organizations’ performances. For this purpose, the present study aims at investigating the effectiveness of relationship marketing investment on the customer gratitude in private sports clubs based on the mediating role of relationship quality.

This research is a descriptive-correlational study. Since the number of the statistical population is not determined, a number of 384 people were selected randomly based on Krejcie and Morgan's table, and a total of. 369 of 384 questionnaires were returned as completed to be used in the study. To collect the data, Dewani et al.’s (2016) relationship marketing questionnaire , Izadi’s (2012) relationship quality questionnaire , and Bock et al.’s (2016) gratitude questionnaire were used. The face and content validities of questionnaires were confirmed by experts in sport management and their reliability was confirmed by Cronbach’s alpha test (0.95). For analyzing the collected data, the structural equation model (SEM) was utilized.

The results showed that the relationship marketing dimensions indirectly affected the customer's gratitude through the mediator of the relationship quality. The relationship quality dimensions were also effective on increasing the gratitude (0.97).

Gratitude is an important factor in improving the quality of relationship on the one hand, and on the other hand, it will bring positive results to the organization, which will create loyalty between the customers and sports clubs and strengthen their relationship.

The purpose of the present study is to review sport motives, relationship quality, and sport consumption intention of the fans of football teams. In this regard, 384 of football fans who had a full cognition about football league and popular teams were chosen. Their answers were collected through a questionnaire and the correlations between variables were analyzed using structural equations in the software space of Smart-PLS. The results showed that emotional, cognitive, and behavioral motivations of football fans are effective on their relationship quality which is per se effective on their sport consumption intention.

relationship with the club. This was a descriptive/correlational study. The population was all customers of health and fitness clubs in Arak, and The sample was selected by stratified sampling. Three questionnaires of relationship quality (14 items) with satisfaction, commitment and trust, verbal advertising questionnaire (4 items), loyalty questionnaire (4 items) and complainant behavior questionnaire (4 items) were used for data collection. The face and content validity of the questionnaires were assessed by expert opinions (n = 12), and construct validity was confirmed by confirmatory factor analysis; and Reliability was done by Cronbach's alpha. A total of 380 questionnaires were distributed, 355 were returned and 329 were analyzed. Data analyses were done using SPSS16, LISREL8.8, PLS and Excel Software. Findings reveal that relationship quality have a direct and significant impact on the loyalty (α=0/75) and verbal advertising (α=0/80). Also, Relationship quality had a negative and significant effect on complaining behaviors of customers (α= 0.75). Therefore, Therefore, managers of sports clubs, with regard to the role of relationship quality and its dimensions on loyalty, verbal advertising, and complainant behaviors, should make every effort to improve various aspects of relationship quality in order to gain customer loyalty and compliment; And reduce their complainant behavior.

The aim of this study was to examine a model of Coach-athlete relationship quality based on coaches’ perfectionism and verifying mediating role of forgiveness and controlling behavior. in this study A total of 270 coaches completed four scales: Perfectionism, Forgiveness, Controlling Behavior, and Quality of Relationship. The proposed model was evaluated using structural equation model. Result revealed that coaches’ perfectionism negatively predicted quality relationships with their athletes. Results also revealed that coaches’ forgiveness positively predicted quality relationships but coaches’ controlling behaviors negatively predicted quality relationships toward their athletes. The results of path analysis revealed that the relationship between coaches’ perfectionism and the relationship quality toward their athletes were mediated by forgiveness and controlling behaviors, and Perfectionism was inversely (positive) related to relationship quality with the entry of these mediators. its concluded that relationship between perfectionism and quality relationships is not a simple linear one, but other variables such as forgiveness and coaching behaviors play a mediating role in this relationship.

The present study investigated the effect of four variables of trust، commitment، communication and expertise on relationship quality and effect of relationship quality on word of mouth Communication among customers of Private bodybuilding club’s. The statistical population included the male customers of private bodybuilding clubs in Tehran who had a sport background for at least 6 months. For sampling، we selected 475 customers randomly and based on the cluster method. Research tool was a questionnaire. The results indicated that four variables of trust، commitment، communication and expertise on relationship quality and relationship quality on word of mouth Communication had a positive and significant effect in customers clubs. Also fitting indicators suggest that data have been fitted well with the model.