Determining the Reliability and Validity of Sport Spectators’ Relationship Marketing Questionnaire

The development of relationship marketing tactics may increase the profitability of sports industry. The researchers look for a valid and reliable tool to evaluate this tactic. However, this study aimed to determine the reliability and validity of Kim’s Sport Customers’ Relationship Marketing Questionnaire (2008) which consists of 28 questions. This questionnaire consists of trust, commitment, relationship satisfaction, self-connection, intimacy, loving team, and reciprocity components. After obtaining permission from owner of questionnaire, its content and face validity was investigated and confirmed by seven experts. This questionnaire was translated in the study of Hasani Zade (2012) by three-step approach. To determine the reliability, a pilot study was conducted on spectators of Esteghlal- Naft Tehran game in Azadi Stadium; the Cronbach's alpha coefficient for all components and questions was more than 0.70. To evaluate the validity of questionnaire, a sample consisted of 430 spectators who participated to watch the games of Sepahan in Foolad Shahr Stadium were selected randomly. The confirmatory factor analysis was used to test the construct validity. The outputs of LISREL software indicated that the selected items for measuring components of relationship marketing were valid and may evaluate well the relationship marketing of spectators. Given these findings, it can be said that adapted scale of sports spectators’ relationship marketing may be used as reliable and valid scale among football spectators.