Sport Management Journal

The Effect of Customer Experience Mediator on the Relationship between Managers' Social Responsibility and Customer Loyalty in Sport Clubs

Document Type : Research Paper

Authors

Mehrdad Moharramzadeh 1
Mozhgan Khodamoradpoor 2
Seyed Mohamad Kashef 3

1 Professor, Department of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran

2 Assistant Professor, Department of Sport Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

3 Professor, Faculty of Physical Education and Sport Sciences, Department of Sport Management, Urmia University, Urmia, Iran

https://doi.org/10.22059/jsm.2017.60796
Abstract
 
Social responsibility is a collection of duties and commitments the organization should undertake to preserve, treat and help the society in which it operates. The aim of this study was to investigate the effect of experience mediator on the relationship between managers' social responsibility and customer loyalty in sport clubs. The research method was correlation- survey. The statistical population consisted of customers of sports clubs in Sanandaj city. 390 subjects were selected as the sample by single-stage cluster simple random sampling method. Data were collected by Customer Experience Questionnaire (Sanderson and Lian, 2011), Responsibility Questionnaire (Carroll, 2004), Behavioral Loyalty Questionnaire (Gladden and Funk, 2001) and Attitudinal Loyalty Questionnaire (Fink, 2003). Data were analyzed using hierarchical regression model. The results showed that experience mediator had a significant and positive effect on the relationship between responsibility and loyalty. So, managers can lead the organization to capital and profitability by creating an atmosphere of trust and commitment to social obligations.

Keywords

Attitudinal loyalty
behavioral loyalty
Customer experience
Social Responsibility
Sport Club
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Sport Management Journal
Volume 8, Issue 6
Winter 2017
Pages 941-956

  • Receive Date 02 November 2015
  • Revise Date 18 June 2016
  • Accept Date 18 June 2016

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