文章基本信息

标题：THE INFLUENCE OF CUSTOMER KNOWLEDGE MANAGEMENT ON CUSTOMERS' LOYALTY IN SPORTS' SERVICE INDUSTRY
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作者：Mohsen Behnam ; Seyed Nasrollah Sajjadi ; Majid Jalali Farahani 等
期刊名称：Sport Science
印刷版ISSN：1840-3662
电子版ISSN：1840-3670
出版年度：2016
卷号：9
期号：SuppIement 2
页码：93-97
出版社：University of Travnik
摘要：Making a profit is achieved depending on attracting and keeping the customer. Attracting and keeping thecustomer is possible with regard to having the necessary knowledge and information. Also, the emphasis onknowledge and information is the most fundamental characteristic of intelligent organizations. Today, it isdifficult and sometimes impossible, providing products and services with good quality and economic, withoutmanagement and correct use of knowledge and if an organization does not know or cannot use their storedknowledge, chance of survival will be low. The purpose of this research was to investigate the influence ofcustomer knowledge management with customers’ loyalty in sports’ service industry. Research method wascorrelational. The statistical population consisted of active sports associations’ customers in Tehran, of whicha statistical sample of 403 subjects was selected by using random sampling. Data collection, fromTaherparvar, Esmaeilpour and Dostar customer knowledge management (2014) and Bodet customers’ loyalty(2012) were used; their reliability obtained using the Cronbach's alpha 0.91 and 0.84, respectively. Also, thestructure reliability of the scales was evaluated by calculating the average variance extracted and compositereliability based on the results of confirmatory factor analysis, which the structure reliability of the scales wasconfirmed in all cases. From the structural equation statistical method was used to analyze the data. Theresults indicated that customer knowledge management had effect on customers’ loyalty. Sports centres'managers should protect the importance of customer knowledge and to survive in today's competitive marketcarry out the necessary investments on practices the acquisition of such knowledge.
关键词：customer knowledge management; customers’ loyalty; sport service