An Interpretive Structural Model of Factors Influencing Successful Sports Customer Relationship Management: Drivers of CRM within the sports industry

چکیده مقاله

Abstract

Purpose: Maintaining strong customer relationships is essential for organizational success in today's competitive sports industry. Effective Customer Relationship Management (CRM) systems have become vital tools for enhancing customer satisfaction, loyalty, and profitability. This research aims to identify and analyze the key drivers that influence the success of CRM in the sports industry, gain expert consensus on these drivers, and understand how CRM practices can adapt to the evolving landscape of the sports sector.
Methodology: This qualitative study engaged 13 experts chosen through purposive sampling from an initial pool of 38 potential participants. Data collection and analysis were conducted using the Delphi method, which involved multiple surveys to reach a consensus among the experts on the critical drivers of CRM success. To demonstrate the structural modeling of the identified drivers, we utilized a combined approach of the "Matrix of Crossed Impact Multiplications Applied to a Classification" (MICMAC) analysis and the Interpretive Structural Modeling (ISM) method, categorizing the drivers based on their driving and dependence power.
Findings: The primary discovery is that a prompt response to customer complaints emerges as the most impactful driver in Sports Customer Relationship Management (SCRM), revealing a somewhat unstable SCRM system likely to undergo significant changes in the future. Furthermore, by emphasizing the significance of prompt customer response, sustainable planning, and technology in CRM success, the study provides a comprehensive framework for enhancing customer relationships and achieving business goals in the sports industry. The study concluded that a customer-oriented culture and alignment between CRM strategies and organizational goals is essential for successfully implementing and managing CRM technologies.
Originality: Overall, the study's findings and recommendations can inform the development and implementation of effective CRM strategies, ultimately contributing to the success of organizations in the sports industry.

Keywords

     

• Customer Loyalty
• Customer Satisfaction
• Delphi Method
• Futures Forecasting
• MICMAC Analysis
• Prompt Response to Customer Complaints