Document Type : Research Paper


1 Master in Sport Management, Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak

2 faculty of sports,Arak university, Arak, Iran

3 Assistant Professor, Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Iran



The purpose of this study was to investigate the effect of digital marketing mix on the behavioral tendencies of customers in sports stores with the mediating role of customer relationship quality. 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 questionnaire by Niadzaio and Khajehzadeh (2016) and Lancaster and a standard Behavioral Tendency Questionnaire by Lane (2006). 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. Data analysis was performed using descriptive statistics and inferential statistics and SEM using SPSS and LISREL software. The results showed that the digital marketing mix has a significant effect on behavioral tendencies and customer relationship quality; Also, the mix of digital marketing with the mediating role of customer relationship quality was influential on the behavioral tendencies of customers. 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 quality of customer relationship quality to increase the competitiveness of their business.


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