The Effect of Customer Relationship Management (CRM) on the Productivity and Customers' re- attendance in Sports Clubs of Kermanshah province

Customer relationship management in sports clubs enhances the ability of clubs to adapt to complex environmental conditions, and it can increase productivity at the clubs. The overall goal of this research is to investigate the effect of customer relationship management on the efficiency and customers re-attendance of sports clubs in Kermanshah province. The present research is applied to the purpose of the research and is descriptive-correlational in terms of research method. The study consisted of all the owners and managers of private clubs Kermanshah province and the sample size of 820 persons was obtained through a sample of 261 persons who were selected through random cluster sampling. To collect information, customer relationship management questionnaire (Alavi Shad, 2008), productivity questionnaire (Asadi, 2001), and customers re-attendance questionnair(Lim, 2006) were used. After assuring validity, the reliability of the questionnaires through Cronbach's alpha The order of 0.98, 0.79 and 0.74 was estimated. Descriptive statistics and inferential statistics(K- S test and structural equation modeling) were used to analyze the data. The results of the research showed that CRM has a significant effect on the productivity and re-attendance of the customers of sports clubs in Kermanshah province ( β =0.85 and β = 0.43). therefor it can be concluded that the re-attendance customers in sports clubs not only increases the credibility of the clubs, but also increases the profitability and productivity of the clubs. Keywords: Customer Relationship Management, Productivity, Customer re-attendance, Sports Clubs