University of Tehran Sport Management Journal 2008-9341 11 1 2019 03 21 Design of Relationship Marketing Model for Premier Football league in Iran Design of Relationship Marketing Model for Premier Football league in Iran 15 29 72872 10.22059/jsm.2019.42316.1036 FA Behzad Izadi 0000-0002-1881-6185 Mohammad Ehsani tarbiat modares university 0000-0002-6014-0828 Hashem Koozechian tarbiat modares university Farshad Tojari 0000-0002-9199-587X Journal Article 2014 01 29 <span style="letter-spacing: -0.4pt; font-size: 11pt; mso-bidi-font-family: 'Times New Roman';">The purpose of this research was to design of Relationship Marketing Model in the Iranian premier Football league. The research method was descriptive and survey that the necessary data were gathered through interviews with relevant experts in the field with the fans, observation, review the relevant theoretical literature and researcher-made questionnaire. The statistical population was consisted the upper of sixteen years of football fans in the Iranian premier football league. The number of 527 questionnaire were selected from gathered 674 questionnaires based on research fans definition that attendance average of them was above of 8 games in a season for their teams favorite. Structural equation models (SEM) and were used to analyze the data. Results indicate that fan relationship management effects positively and significantly on relationship quality in the Iranian premier football league clubs. Also, data fitting indices and significant regression coefficients showed that the impact of fan relationship management on the fan lifetime value depends on the relationship quality with fans in the Iranian premier football league clubs. Improving relationship quality eventually lead to increase fan lifetime value that has behavioral issues such as consumption quantity, word of mouth, media usage and re-attend by fans. </span> <span style="letter-spacing: -0.4pt; font-size: 11pt; mso-bidi-font-family: 'Times New Roman';">The purpose of this research was to design of Relationship Marketing Model in the Iranian premier Football league. The research method was descriptive and survey that the necessary data were gathered through interviews with relevant experts in the field with the fans, observation, review the relevant theoretical literature and researcher-made questionnaire. The statistical population was consisted the upper of sixteen years of football fans in the Iranian premier football league. The number of 527 questionnaire were selected from gathered 674 questionnaires based on research fans definition that attendance average of them was above of 8 games in a season for their teams favorite. Structural equation models (SEM) and were used to analyze the data. Results indicate that fan relationship management effects positively and significantly on relationship quality in the Iranian premier football league clubs. Also, data fitting indices and significant regression coefficients showed that the impact of fan relationship management on the fan lifetime value depends on the relationship quality with fans in the Iranian premier football league clubs. Improving relationship quality eventually lead to increase fan lifetime value that has behavioral issues such as consumption quantity, word of mouth, media usage and re-attend by fans. </span> https://jsm.ut.ac.ir/article_72872_f6a4305cef95d570863561961ff7b118.pdf