An Identification of Environmental Components Influencing Customer Relationship Management in Professional Football Clubs in Iran

The aim of this study was to identify the environmental components affecting customer relationship management in professional football clubs in Iran. Given the exploratory nature of the issue, qualitative research method was used to determine the most important environmental components affecting customer relationship management in professional football clubs of Iran. Firstly, through preliminary studies, an initial list of effective indicators was identified; then, semi-structured interviews were conducted with 32 sport management faculty members, football experts and administrators and executive managers of Iran football league and clubs. Also, sample was collected by targeted sampling and snowball methods. Results of the open coding suggested that 79 indicators could affect customer relationship management in Iran professional football clubs. Then, the indicators were classified in 28 concepts in an axial coding. Finally, the identified categories resulted from the selective coding including 10 categories, i.e. attitudinal factors, infrastructure conditions, macro environment conditions, risk appetite of clients, management factors, organizational factors, quality and quantity of services and equipment, conditions and risk-taking of customers and fan clubs were determined. Managers of the Iran professional football clubs can use these identified indicators, concepts and categories in their future planning to establish an effective communication with their clients.