Effect of Entrepreneurial Communication Skill of Sport Business Manager to Increase Customer Satisfaction: The Case of Private Sports Clubs in the North and West Districts of Tehran

This study aims to examine the effect of entrepreneurial communication skills of managers on the customers’ satisfaction in private sports clubs in the north and west districts of Tehran. A researcher-made questionnaire is designed consisting of three parts: demographic characteristics, communication skills and customer's satisfaction. In order to determine the rank of elements, Stepwise regression procedures are used. Since there are 320 clubs in these two districts, based on Morgan table, 368 samples out of 9000 statistical population are selected through a cluster sampling and finally 331 valid questionnaires are returned. The results showed that there is a statistically meaningful relationship between manager's communication skills and customer's satisfaction. More specifically, active listening, manner of dressing, cheerfulness, verbal communication, respect and feedback have obtained the highest ranks effecting customer's satisfaction.