Sport Management Journal

The Impact of Digital Marketing Mix on Sporting Stores ’Customers Behavioral Tendencies with the Mediating Role of Customer Relationship Quality

Document Type : Research Paper

Authors

Majid Kavand 1
Farnaz Fakhri 1
Fariba Askarian 2

1 Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak, Iran

2 Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

https://doi.org/10.22059/jsm.2023.344654.2976
Abstract
Introduction: The purpose of this study was to investigate the impact of digital marketing mix on the behavioral tendencies of customers in sports stores in Markazi province with the mediating role of customer relationship quality.
Methods: The research method is applied in terms of purpose and descriptive-correlational in terms of data collection. Structural equation modeling was used to examine the relationships of variables. The statistical population of the study included customers of sports stores in Markazi province and 443 customers were selected as a statistical sample by purposive and available sampling. Data collection tools included a researcher-made digital marketing mix questionnaire; a standard customer relationship quality adapted questionnaire by Niadzaio and Khajehzadeh (2016), and a Behavioral Tendency Questionnaire by Lin (2006) and Kim & Lee (2008). The validity of the questionnaires was confirmed by experts, and the construct validity was confirmed using factor analysis. Also, their reliability was confirmed with Cronbach's alpha coefficient of 0.88, 0.96, and 0.95. Data analysis was performed using descriptive and inferential statistics and structural equation modeling using SPSS and LISREL software.
Results: The results showed that the digital marketing mix has a significant effect on behavioral tendencies and customer relationship quality of sports stores in Markazi province; Also, the digital marketing mix with the mediating role of customer relationship quality was influential on the behavioral tendencies of customers in sports stores in Markazi province.
Conclusion: As a result, it can be said that store and business owners, can use the positive effects of digital marketing mixed to improve the behavioral tendencies of customers, along with using the advantages of the customer relationship quality to increase the competitiveness of their business.

Keywords

Behavioral Tendencies Customer Relationship Quality
Digital Marketing Mix
Sports Marketing
Subjects
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Sport Management Journal
Volume 16, Issue 3
Summer 2024
Pages 116-98

  • Receive Date 18 June 2022
  • Revise Date 31 December 2022
  • Accept Date 18 January 2023

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