Volume 13, Issue 26 (12-2023)                   JRSM 2023, 13(26): 88-100 | Back to browse issues page

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tojari F, sadjadihezaveh S, saleh H. The Effect Of Relationship Quality On The Attendance, Media And Purchase Behavior Of Fans Of Iranian Premier League Teams. JRSM 2023; 13 (26) :88-100
URL: http://jrsm.khu.ac.ir/article-1-3210-en.html
1- of central tehran azad university , farshad.tojari@gmail.com
2- of central tehran azad university
3- of central tehran eslamic azad university
Abstract:   (2612 Views)
The general purpose of the present study was to investigate the effect of relationship quality on the presence, media and purchasing behavior of fans of Iran's premier football league teams. The current research was a descriptive research of the correlation type. The statistical sample was the fans of the Premier Football League of Iran 1399-1400 season, who were selected by proportional sampling method. In this research, the relationship quality, attendance, media and shopping questionnaires of Kim et al. (2011) were used. The results showed that the quality of the relationship with regression coefficients of 0.63, 0.57 and 0.65 and critical ratios of 18.48, 16.97 and 17.72 respectively on the behavior of buying goods, media and attendance at the stadium of League fans. Iran's top football has a significant positive effect.

Full-Text [PDF 1826 kb]   (189 Downloads)    
Type of Study: Research | Subject: sport management
Received: 2023/03/10 | Accepted: 2023/11/23 | ePublished ahead of print: 2023/11/23 | Published: 2023/12/29

References
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14. Rahimnia F, Harandi A, Fatemi SZ. Study of Relationship Quality with Customers on Perceived Quality and Customer Loyalty (case of five stare hotels in Mashhad city). Management Researches. 2013;5(17):83-101.
15. Kim D, Kim A, Kim J, Ko YJ. Symbiotic Relationship Between Sport Media Consumption and Spectatorship: The Role of Flow Experience and Hedonic Need Fulfillment. Journal of Global Sport Management. 2019:1-23. [DOI:10.1080/24704067.2018.1550368]
16. Kim YK, Trail G, Ko YJ. The Influence of Relationship Quality on Sport Consumption Behaviors: An Empirical Examination of the Relationship Quality Framework. Journal of Sport Management. 2011;25:576-92. [DOI:10.1123/jsm.25.6.576]
17. Emami M, Benar N. The Effect of Relationship Marketing on Quality of Relationship with the Spectators of Women's Volleyball Professional League. Sport Management Studies. 2017;9(41):191-210.
18. Gholizadeh B, Talebpour M, Kashtidar M. The Relationship Marketing: A Predictor of Sport Consumers' Buying Behavior (A Study of Women's Fitness Clubs in Mashhad). New Trends in Sport Management. 2015;3(10):73-84.
19. Khorshidi R, Elahi A, Hadavi F. The Prediction of Intention to Attend Again and Consumption Marked Merchandises of Spectators of Famous Clubs of Tehran. Research in Sport Management & Motor Behavior. 2021;11(21):1-16. [DOI:10.52547/JRSM.11.21.1]
20. Paek B, Morse A, Hutchinson S, Lim CH. Examining the relationship for sport motives, relationship quality, and sport consumption intention. Sport Management Review. 2020. [DOI:10.1016/j.smr.2020.04.003]
21. Dwyer B, LeCrom C, Greenhalgh GP. Exploring and measuring spectator sport fanaticism. Communication & Sport. 2018;6(1):58-85. [DOI:10.1177/2167479516679411]
22. Jaberi A, Assadi H, Mazloomi Soveini F, KhazaeiPool J. The Effects of Team Brand Identity Dimensions on Team Loyalty among Fans of Football Pro League in Iran. Sport Management and Development. 2016;5(1):1-18.
23. Yoshida M. Consumer experience quality: A review and extension of the sport management literature. Sport Management Review. 2017;20(5):427-42. [DOI:10.1016/j.smr.2017.01.002]
24. Lee J-Y, Jin C. The effect of sponsor's brand on consumer-brand relationship in sport sponsorship. Global Business & Finance Review (GBFR). 2019;24:27-43. [DOI:10.17549/gbfr.2019.24.1.27]
25. Berry LL. Relationship Marketing of Services Perspectives from 1983 and 2000. Journal of Relationship Marketing. 2002;1:59-77. [DOI:10.1300/J366v01n01_05]
26. Kotler P. Marketing Management: Millennium Edition: Prentice Hall PTR; 2000 2000. 718 p.
27. Nadeem W, Juntunen M, Shirazi F, Hajli N. Consumers' value co-creation in sharing economy: The role of social support, consumers' ethical perceptions and relationship quality. Technological Forecasting and Social Change. 2020;151:119786. [DOI:10.1016/j.techfore.2019.119786]
28. Anderson EW. Customer Satisfaction and Word of Mouth. Journal of Service Research. 1998;1:5-17. [DOI:10.1177/109467059800100102]
29. Palmatier RW, Jarvis CB, Bechkoff JR, Kardes FR. The Role of Customer Gratitude in Relationship Marketing. Journal of Marketing. 2009;73:1-18. [DOI:10.1509/jmkg.73.5.1]
30. Rauyruen P, Miller KE. Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research. 2007;60(1):21-31. [DOI:10.1016/j.jbusres.2005.11.006]
31. Haghighi M, Hossainee H, Asgaryeh Ahari H, Arian A, Darikndeh A. Effects of marketing tactics relationship on customer loyalty from the perspective of Irancell customers. New Marketing Research Journal. 2013;2(4):44-62.
32. Rahimnia F, Harandi A, Fatemi SZ. Study of Relationship Quality with Customers on Perceived Quality and Customer Loyalty (case of five stare hotels in Mashhad city). Management Researches. 2013;5(17):83-101.
33. Kim D, Kim A, Kim J, Ko YJ. Symbiotic Relationship Between Sport Media Consumption and Spectatorship: The Role of Flow Experience and Hedonic Need Fulfillment. Journal of Global Sport Management. 2019:1-23. [DOI:10.1080/24704067.2018.1550368]
34. Kim YK, Trail G, Ko YJ. The Influence of Relationship Quality on Sport Consumption Behaviors: An Empirical Examination of the Relationship Quality Framework. Journal of Sport Management. 2011;25:576-92. [DOI:10.1123/jsm.25.6.576]
35. Emami M, Benar N. The Effect of Relationship Marketing on Quality of Relationship with the Spectators of Women's Volleyball Professional League. Sport Management Studies. 2017;9(41):191-210.
36. Gholizadeh B, Talebpour M, Kashtidar M. The Relationship Marketing: A Predictor of Sport Consumers' Buying Behavior (A Study of Women's Fitness Clubs in Mashhad). New Trends in Sport Management. 2015;3(10):73-84.

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