Relationship Between Key Drivers Customer Experience with Perceived Value and Loyalty of Them (Investigation of Players in the Football Premier League as aClubs Internal Costumer)

The purpose of this study was to identify the relationship between key customer experience with loyalty and perceived value of the players in the football clubs of the Premier League. The statistical population of this study included all the 328 players in the Premier League. The sample size was reduced to 298 players using the entire sampling method with a reduction of less than 10 percent. Three questionnaires were used to conduct the research. The validity of all the questionnaires was confirmed by a number of sports management experts and their reliability, in a pilot study with 40 subjects, was 0.84 for Sanderson & Lian Customer Satisfaction Questionnaire (2011), 0.93 for Mahoney Loyalty (2000) and 0.88 for the Perceived Value by Agrita and Olaga (2002). In order to analyze the data, descriptive and inferential statistics, including the method of partial least squares, were used. Findings of the research showed that the key drivers of perceived value experience and loyalty are related. The customer experience had a significant relationship with the loyalty and perceived value of the players in the Iranian football Premier League. Also, the highest relationship in this study was related to two variables of loyalty and perceived value. Clubs need to secure the experience strategies based on the diversity of services, adapt to them, and create value and loyalty for the players in this way.