Designing and presenting a suitable structural model for the success of customer relationship management in the service sector of sports venues in Iran: a multi-method analysis

چکیده مقاله

The present study was conducted with the aim of designing and presenting a success model of customer relationship management in the service sector of sports facilities in Iran. This research is a multi-method research in terms of research design. The statistical population of this research was made up of experts (13 people) and customers of sports facilities (384 people). Data analysis was done in two parts, quantitative and qualitative. Meta-analysis software was used to collect the required data regarding the identification of indicators affecting the success of customer relationship management and the initial fit of the model. Through interviews with experts, Delphi technique was used to design the success model of relationship management with sports customers. Also, in order to determine the relationships between structures, Imus structural equation modeling software was used at a significance level of 0.001. In order to determine the reliability of the questionnaire from a small part of the statistical population, Cronbach's alpha was used at the level of 0.001, and the reliability of the 42-question questionnaire was 0.89. According to the output obtained from CMA meta-analysis software, Delphi technique and SEM, the comprehensive model and the effective model of customer relationship management success in Iran's sports facilities service sector were confirmed with 14 constructs. Therefore, service organizations should focus all their activities and capabilities on customer satisfaction, because customers are the only source of capital return. However, today's competitive markets require all organizations to be customer oriented.