Document Type : Original Article
flat no. 202 - Sunny Vesta Clourt - Nikou Kazantzaki street 17 Oroklini
The purpose of this study was to determine the relationship between customer relationship management and competitive advantage in sports clubs in Alborz province of Iran. In terms of purpose, this research is an applied research. In terms of data collection, it is a descriptive correlation. The study population included all private sports clubs in Alborz province that 244 clubs were selected by random sampling and research questionnaires were distributed among managers and employees of clubs. In order to collect data, Alavi Shad Customer Relationship Management Questionnaire (2008) and Porter Competitive Advantage Questionnaire were used. The reliability of the research instrument was obtained using Cronbach's alpha coefficient for the customer relationship management questionnaire (α = 0.89) and competitive advantage (α = 0.84). Descriptive statistics (frequency distribution tables and graphs) and inferential statistics (Pearson correlation and regression) were used to analyze the data. Findings showed that there is a significant positive relationship between customer relationship management (customer perception and segregation, customer interaction, customer acquisition and retention, and customer relationship development and specialization) with the competitive advantage of clubs.
The results of regression analysis also showed that the components of customer perception and segregation (Sig = 0.001, T = 4.141) and customer acquisition and retention (Sig = 0.001, T = 5.748) have a significant effect on competitive advantage in sports clubs. As a result, due to these factors and optimal customer relationship management, high success and productivity can be achieved in today's competitive world.