Identifying Effective Strategies in Customer Relationship Management (CRM) System in Iranian Sports Clubs

The purpose of this study was to Identifying Effective Strategies in Customer Relationship Management (CRM) System in Iranian Sports Clubs.

The methodology of this research was qualitative (grounded theory) and data were collected through interviewing and studying the research backgrounds.The statistical population of the study consisted of directors and board members of prestigious sports clubs, coaches, sports specialists And academic experts from the field of sports management who were familiar with sports marketing, who determined the research sample theoretically and After conducting 12 interviews, the underlying factors affecting customer relationship management in Iranian sports clubs were identified.It should be noted that data analysis was performed using three open, axial and selective coding steps.

The findings of the research indicate that, as a result of the strategic analysis of the views of the collaborators, achieving the establishment of a customer relationship management system in Iranian sport clubs requires the use of strategies that are in 5 main categories and 11 sub-sub categories.

Establishing a strategic customer relationship management system has had a positive effect on customer satisfaction and loyalty to sports clubs. Creating a sense of good for the owners, investors and customers of the sport clubs, establishing close and close relationships with customers, improving the customers' default on the quality and quantity of services received from the club, building trust and confidence in customers, including the implications of deployment. This system is in sport clubs.