Document Type : Research Paper
Authors
1
Physical Education and Sport Science Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2
Department of Sport Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
3
Department of Sport Management, Sanandaj University, Sanandaj, Iran.
4
School of ECE, College of Engineering, University of Tehran, Tehran, Iran
10.22080/jsmb.2024.24045.3776
Abstract
Background & purpose: Organizations can train customers with long-time relationships to generate more sales and earn more. Because all people are financially attractive to organizations, it is critical to determine their profitability and allocate resources based on customer lifetime value. The purpose of this study was to provide a model for Improving the quality of customer lifetime value in sport clubs.
Methodology: The research method is descriptive-correlational, data collection, field and applied in terms of using the results. Indicators were identified using library and previous research documents. The research tool was a researcher-made questionnaire from a library study. The questionnaire had 30 items and its content validity was done based on the opinion of experts. According to the model and the number of questionnaire questions (30 items and 10 people for each question), the sample size was estimated to be 300 people.In order to Content validity the Lawshe formula was used, the overall validity of the questionnaire calculated 0.85. SPSS software was used for data analysis and Amos software was used for the model.
Results: The results showed that with respect to t values greater than 1.96, the most important components in optimizing the quality of customer's lifetime value were infrastructure with a correlation of 0.84, economic factors with a correlation of 0.71 and branding with a correlation of 0.51. Also, customer relationship with a correlation of 0.94 was determined as the most influential factor.
Conclution: According to the research results, establishing a close and continuous relationship with the customer, using the correct customer relationship management method is one of the most important factors in optimizing the quality of customer's longevity value in sports. Using new sports equipment and technologies, and finally using experienced manpower and developing the knowledge of coaches to provide better services to customers, prioritize their decisions.
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