文章基本信息

标题：Relationship Marketing in Sport Industry
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作者：Seyed Javadin, Seyed Reza ; Barari , Mojtaba ; Saatchian, Vahid 等
期刊名称：مطالعات مدیریت ورزشی
印刷版ISSN：2538-3213
电子版ISSN：2538-3221
出版年度：2014
卷号：6
期号：23
页码：15-34
出版社：Sport Sciences Research Institute
摘要：Relationships are among the most important and powerful aspects of sports marketing. In other that, one of the most important approaches in relationship marketing is relational benefits that indicate success or fault in relationship marketing implementation. Thus the present article has studied effect of relational benefits includes confidence, social, special treatment and respect benefits on customer loyalty. Also this paper presents a framework for understanding how and why consumers engage in relationship marketing. This study is a descriptive study was conducted through a survey and its population of research was made up of whole customers of bodybuilding centers in Rasht city (N=210). The data gathering instrument was questionnaire and its validity was investigated via exploratory and confirmatory factor analysis. The result of exploratory factor analyze indicate relational benefit include confidence, social and special treatment benefit. Indeed in this present study underpinning of relational benefit are three, confidences, social and special treatment benefit. Furthermore, result indicates that relational benefit (confidence, social and special treatment benefit) had significant and positive effect on customer loyalty.
关键词：Sport Marketing;Loyalty;relational benefits