Sport Management Journal

An Investigation of the Effect of Management Dimensions of Fan Relationship on Fan Lifetime Value in Iran Football Premier League

Document Type : Research Paper

Authors

behzad izadi 1
mohammad Ehsani 2
hashem kouzechian 2
farshad tojari 3

1 Assistant Professor, Physical Education Department, Faculty of Social and Humanity Sciences, University of Kurdistan, Sanandaj, Iran

2 Professor, Physical Education Department, Faculty of humanities, University of Tarbiat Modares, Tehran, Iran

3 Associate Professor, Sport Management Department, Islamic Azad University, Central Tehran Branch, Tehran Iran

https://doi.org/10.22059/jsm.2015.55171
Abstract
The aim of this study was to investigate the effect of management dimensions of fan relationship on fan lifetime value in Iran football premier league. The research method was developmental with regard to the aim and exploratory considering the nature of the study. The data were gathered through interviews, observation, review of the related literature and questionnaires. The statistical population consisted of football fans over the age of 16 and 527 fans were used as the sample. Descriptive and inferential statistics including Kolmogorov-Smirnoff test, Pearson correlation, regression and path analysis were used to analyze the data. The results showed that service quality (0.763) and knowledge management (0.543) had direct effects and organizational support had an indirect effect on fan lifetime value (0.475). In general, results indicated that football clubs need to reform customer-based strategic programs, to pay attention in order to create knowledge and information and to promote service quality in order to increase fan lifetime value.

Keywords

Fan
football
lifetime value
relationship management
Sport Club

  1.  

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Sport Management Journal
Volume 7, Issue 2 - Serial Number 2
June & July
Spring 2015
Pages 277-291

  • Receive Date 20 January 2012
  • Revise Date 07 September 2015
  • Accept Date 19 February 2013

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