The Mediating Role of Perceived Value in the Relationship of Customer Knowledge with Customer Loyalty and Competitive Advantage in Premier League Football Clubs

The aim of this study was to investigate the mediating role of perceived value in the relationship of customer knowledge with customer loyalty and competitive advantage in Iran premier league football clubs. The research method was descriptive correlation and applied in terms of the aim. The statistical population included all fans (over the age of 18) of Persepolis and Esteghlal teams who watched their matches either through attending the stadium or through the television and the internet. Factor analysis was used to confirm the construct validity of customer knowledge questionnaire. The reliability of the customer knowledge, loyalty, perceived value and competitive advantage questionnaires was obtained using Cronbach's alpha coefficient: 0.98, 0.97, 0.93 and 0.49 respectively. The investigation of the relationships of the variables showed that the model was suitable and economical with indirect relationship in which the mediating role of perceived value was confirmed. The results showed that the model with indirect relationship with lower AIC was more efficient than the model with direct relationship and without the mediating role of perceived value. That is to say the clubs that manage the knowledge of their customers lead to commitment and then competitive advantage in other clubs. On the other hand, the perceived value of the spectators facilitates the relationship of variables.