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Abstract
In the new competitive environment, the development of close and stable relationships with customers is recommended as a strategic tool to limit competition in markets and maintain long-term profitability. The overall purpose of this study was to investigate the effect of relationship quality on the presence, media and shopping behavior of fans of Iranian Premier League teams. The present study is a descriptive correlational research based on structural equation modeling and is considered as an applied research in terms of purpose. The statistical population of the study is the fans of all the clubs present in the Iranian Football Premier League Season (2020-2021). For this purpose and to select a statistical sample, according to the number of fans of Iranian Premier League teams, the sampling method was proportional. In this study, questionnaires of relationship quality, presence, media and shopping 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 purchasing goods, media and attendance at the stadium of Premier League fans, respectively. Iranian football has a significant positive impact. It is suggested that the clubs of the Iranian Football Premier League prioritize the quality of the relationship as one of the most important marketing tools in their operational plans and increase the quality of the relationship by creating more favorable communication channels and facilitating communication between the fans and the club. Improve.

Keywords: relationship quality, presence, media, purchase, fans of Iranian Premier League teams

     

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