The analysis of importance and performance of relationship marketing approach in the sports complexes based on Importance-Performance Analysis

One of the important marketing approaches that reflect the organization's success or failure in building long-term relationships with customers is relationship marketing. In this regard, this research was to analyze the importance and performance of relationship marketing approach in sports complexes. The research method was analytical- descriptive survey. The study population included 243 of Kurdistan Sport complexes executives, which subjects selected randomly. Delone questionnaire (2006) with 19 items was used to collect data. The paired t-test was used to compare the importance and performance of marketing relationship. Results showed that there is a significant difference between the executives' understanding of relationship marketing importance and performance. In addition, there is a significance difference between the relationship with the customer, the quality of the services and preserving the customers, on the status of importance and performance. Relationship marketing tactics can build customer satisfaction and their loyalty in the sport complexes long-term and lead to sport complex’s profitability with retaining existing customers.