Nariman RahmaniTabar; Shirin Zardoshtian; Shahab Bahrami
Volume 20, Issue 52 , September 2021, , Pages 235-253
Abstract
The research is to present a model for the effect of relationship marketing on the quality of services provided with themediational role of organizational brand in sports clubs in Kermanshah province. The research is a descriptive-correlation type. The statistical population of the study is managers ...
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The research is to present a model for the effect of relationship marketing on the quality of services provided with themediational role of organizational brand in sports clubs in Kermanshah province. The research is a descriptive-correlation type. The statistical population of the study is managers of sport clubs in Kermanshah province. The statistical sample of the study was a stratified random sample of 324 people. The instruments were consisted of “relationship marketing questionnaire” Aria Modir with reliability of 0/88 and “Quality of service questionnaire” (2008) with reliability 0/75 and “Organizational brand questionnaire” Megars (2010) with reliability 0/91. Inferential statistics and structural equation modeling were used to study the effects of observed variables on the variables. The results showed that relationship marketing affects the organization brand of sports clubs (p = 0/99, p-value = 33/43). Relationship marketing also affects the quality of service (β = 0/78, p-value = 16) and organizational brand on service quality (β = 0/83, p-value = 21/44). Considering the positive effect of relationship marketing on service quality and the positive effects of relationship marketing on organizational brand and organizational brand on service quality, organizational brand variable can be considered as a partial mediator variable. Sport club managers will use the principles of relationship marketing to satisfy their customers, their willingness to re-enter and reassure their customers and take advantage of a loyal customer for their portfolio.