Designing the pattern of effect of the event quality, relationship marketing and relationship quality on the spectator loyalty in Iran women's volleyball leagues
Author(s):
Abstract:
Objective
Present research aims at designing the pattern of effect of the event quality, relationship marketing and relationship quality on the spectator loyalty in Iran women's volleyball league.Methodology
This is a descriptive survey. The statistical population was all the spectators of U-15 age group in the 13th period of super league and Iran women's volleyball first division in 2014. The 306 persons were selected randomly as the research sample. Research instrument was a standard questionnaire that the validity and reliability were verified. It was followed by the distribution of questionnaires among the sample. In order to analyze the research data to present the structural equation model, AMOS21 and SPSS22 software were used.Results
The results indicated that event quality affected spectator's loyalty indirectly (0.22) mediated by relationship marketing and relationship quality. Moreover, the relationship marketing improved the relationship quality by 0.55.Conclusion
Understanding the spectator's needs is one of the essential factors for the success of any sport organization. Therefore, women's volleyball leagues and clubs should try to satisfy the spectators by providing appropriate facilities using modern marketing techniques. Keywords:
Language:
Persian
Published:
Journal of Sport Management and Development, Volume:6 Issue: 1, 2017
Pages:
133 to 154
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