Sport Management Journal

The Role of Relationship Marketing Tactics in the Loyalty of Fans of Iran Football Premier League Clubs (Case Study: Esteghlal -e-Tehran Cultural Sport Club)

Document Type : Research Paper

Authors

seyed morteza azimzadeh 1
Kianoosh Shajie 2
Farideh Afroozi 3

1 associate professor, ferdowsi university of mashhad

2 PhD Student of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran

3 MSc of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran

https://doi.org/10.22059/jsm.2018.65915
Abstract
The present study aimed at investigating the role of relationship marketing tactics in the loyalty of fans of Iran football premier league clubs. This study was descriptive - correlation conducted based on case studies. The population consisted of the fans of Esteghlal-e-Tehran sport club. 366 subjects were selected as the sample by simple random sampling method. Appropriate descriptive and inferential statistics (Pearson correlation and linear regression) at the significance level of 0.05 were applied to analyze the data. The linear regression analysis in the final research model showed that among the dimensions of relationship marketing, only two dimensions of knowledge management and media advertisement could predict about 55% and 88% of loyalty variance of the sport fans. Overall, this study showed that Esteghlal-e-Tehran club can achieve an effective way to strengthen the relationship between fans and the club using relationship marketing tactics and pave the way for more loyalty of its fans using knowledge management and media advertisement

Keywords

Esteghlal club
fans
Loyalty
premier league
Relationship marketing
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Sport Management Journal
Volume 9, Issue 4
Spring 2018
Pages 763-776

  • Receive Date 27 August 2015
  • Revise Date 19 May 2018
  • Accept Date 05 December 2018

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