Document Type : Research Paper


1 assistant professor Department of Physical Education, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran

2 Assistant Professor of Sport Management, Department of Physical Education and Sport Sciences, Humanities Faculty, University of Kashan, Kashan, Iran


The purpose of this study was to investigate the effect of customer relationship management on customer’s behavioral outcomes in Sports and Youth offices of Golestan province. Statistical population of the study was all employees of Sports and Youth offices of Golestan province that 132 employees randomly selected as a statistical sample of research. For collecting data, Hong-kit et al (2005) customer relationship management questionnaire, Stringfellow et al (2004) customer satisfaction questionnaire and Hong-kit et al (2004) customer intention to return questionnaire were used. To analyze the data and identify the effects of research variables, structural equation modeling was used by Smart PLS Software. The Findings showed that, organizing customer relationship management, knowledge management and customer relationship management based on technology has a significant impact on customer satisfaction, but effect of focus on key customer on Sports and Youth office customers’ satisfaction was not significant. Also another finding showed that focus on key customer, organizing customer relationship management, and customer relationship management based on technology has a significant impact on Sports and Youth office customers’ tend to return. But effect of knowledge management on Youth and Sports Office customers’ tend to return was not significant.


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