The Effect of Customer Relationship Management on Satisfaction and Loyalty of Customers Referring to Sports Places

In recent years, the need to change the direction of the exchange approach to communication in customer relationship management has been widely considered. The purpose of this study was to, the Effect of Customer Relationship Management on Satisfaction and Loyalty of Customers Referring to East Azarbaijan province to sport Places. The present research is applied in terms of purpose and in terms of descriptive-survey method. The statistical population of the present study included people referring to places and recreation centers of East Azarbaijan province in the year 2018-2019. The data were collected using standard questionnaires of Mahmoudi et al. (2017), Alawi Shad (2008). The results of the hypothesis test can be illustrated by SMART-PLS software using t-test and path coefficients (b). The findings of the research showed a direct and significant relationship between the components of customer relationship management (customer perception and separation, customer relationship, client acquisition and customer relationship development, relationship development) with satisfaction with a coefficient of 0.61 and a statistic of 16.700 At the significant level, there is a significant correlation between customer satisfaction and customer satisfaction (B = 0.78). Therefore, changing the commercial space and marketing transformation through customer relationship management in order to increase the satisfaction and loyalty of the customers of sports facilities is necessary, so providing services with care and attention to the needs and interests of the customer is the most important factor in attracting and retaining customers in the places.