Designing a customer relationship management model in sports stores with ISM approach

The purpose of this study was to design a customer relationship management model in sports stores with ISM approach. This research is applied in terms of purpose and data collection was done in the field in a mixed qualitative and quantitative manner. The statistical population in the quantitative section included all managers of large sports stores that using stratified sampling method with proportional volume and the formula of Cochran sample size and the probability of possible fall, 400 people were selected as a sample and in the qualitative section, 18 They were experts. The research tool in the first part was a researcher-made questionnaire containing 12 factors affecting the development of customer relationship management in sports stores and in the second part, the structural self-interaction form. The validity of the questionnaire was confirmed by 10 professors of sports management at the university and its reliability was confirmed using Cronbach's alpha calculation (α = 0.87). Interpretive structural modeling technique was used to structure the factors. Findings showed the effectiveness of 12 factors and the structuring of factors at five levels. Factors of knowledge learning, knowledge dissemination and training classes for marketers and sales department were the model. Focusing on training and improving the level of knowledge and awareness of marketers as well as customers will facilitate the achievement of other factors and will help develop customer relationship management in department stores. ، .