Sport Management Journal

Presenting a service model to Z Generation customers in Iran's sports industry

Articles in Press

Document Type : Research Paper

Authors

Alamdar Hosseinzadeh 1
Alireza Zamani 2
Ahmadreza Askari 3

1 Ph.D. student of sport management, Sport sciences department, Isfahan (Khorasgan) branch, Islamic Azad University, Isfahan, Iran

2 Assistant professor of Sport Management, Sport sciences department, Isfahan (Khorasgan) branch, Islamic Azad University, Isfahan, Iran.

3 Assistant professor of sport management, Sport sciences department, Mobarakeh branch, Islamic Azad University, Isfahan, Iran

https://doi.org/10.22059/jsm.2025.358801.3138
Abstract
Introduction: The current research was designed with the aim of providing a service model to generation Z customers in Iran's sports industry.

Methods: The present research was one of the qualitative researches that was carried out in the field. The qualitative method used in this research was of the grand theory type. The participants in the present research included experts who are aware of the research topic. The participants in this research were selected using purposeful sampling and with the approach of selecting homogeneous sampling and at the same time observing the maximum diversity. This problem was formed until theoretical saturation was reached. Finally, 15 interviews were conducted in this regard. These people included experts who had full knowledge of the topic of the current research. In other words, from a scientific and practical point of view, he had valuable records in this regard. The data collection tool in this research was a semi-structured interview.

Results: The results of the current research showed that the background conditions include the database, environmental monitoring, technical systems, favorable attitudes and the excellence of the sports industry. According to the results of the present research, it showed that the conditions of the intervention include general aspects, aspects related to audience and infrastructure aspects.

Conclusion: Also, the results of the present research showed that the development strategies for serving Nesl Z customers in Iran's sports industry are in three parts: long-term, medium-term and short-term strategies.

Keywords

customer
generation z
sports industry
service
Subjects
Sport Management Journal

Articles in Press, Accepted Manuscript
Available Online from 18 August 2025

  • Receive Date 05 May 2023
  • Revise Date 16 August 2025
  • Accept Date 18 August 2025

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