| The effect of causal marketing relationship related to customer loyalty in the collections of Tehran Municipality Sports Organization |
| Paper ID : 1316-SSRC-13TH |
| Authors |
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Mitra Khayat Baharloui *1, Hossein Poursoltani Zarandi2, Reza Shaji3 1Payame Noor University of Karaj 2Payam Noor university 3Payam Noor university Karaj Center |
| Abstract |
| Nowadays, despite the new marketing conditions, organizations are constantly looking for ways to maintain their relationship with customers.One of these ways is relationship marketing which will limit dissatisfied customers and lead to an increase in loyal customers.The aim of this study was to investigate the causal relationship between marketing and customer loyalty in the collections of Tehran Municipality Sports Organization.The research method is descriptive correlation. The statistical population of employees in sports organizations of Tehran Municipality is about 3000 people.The sampling method in this study was simple random.Therefore, Morgan table sampling method was used to select the sample, which includes 148 people.Data collection tool: Endobisi Relationship Marketing Questionnaire (2013)It has 17 items and 4 components of trust, commitment, communication and conflict management ;The Customer Loyalty Questionnaire is Rand Teal (2005)Which has 26 questions and 5 components which are: attitudinal loyalty, complaining behavior, tendency to be loyal, resistance to competitive offer and situational loyalty، Structural equation modeling and smart pls software were used to analyze the data.In this study, the value of the path coefficient is positive, which indicates a positive relationship between the independent variable (relationship marketing) and the dependent variable (customer loyalty). The relationship coefficient of marketing relationship related to customer loyalty is 0.425 and t-statistic (significance coefficient) is 4.270 and its value was more than the significant threshold of 1.96.As a result, the findings showed that marketing related to customer loyalty is effective in the collections of Tehran Municipality Sports Organization.So, in planning an organization, attention to the needs and wants of customers should be a priority, and all people should strive to achieve and improve customer relationship processes to increase customer loyalty. |
| Keywords |
| Relationship Marketing, Customer Loyalty, Sports Organizations |
| Status: Abstract Accepted (Poster Presentation) |
