Impact of Customer Relationship Management On BrandDevelopment Process In Sports Clubs Of the Qazvin City

The aim of this study was to evaluate the effect of customer relationship management to the branding of sports clubs Qazvin. The research method is correlation based on the structural equation model. The subjects, all athletes over 15 years was the city of Qazvin, 381 students were selected randomly. The data gathered by questionnaire brand value Keller (2001) and customer relationship management questionnaire resident and Ramezani (2012), respectively. The Cronbach s alpha for, respectively, 95 and 82 percent, respectively. Data analysis is performed using software Spss 20 and PLS3. Spearman correlation test results showed that among variables, customer relationship management and asignificant positive correlation with all variables is branding. The relationship between branding, customer relationship management with 65/0 percent was reported that the amount shown is high correlation between these two variables. Testing the hypothesis in research and analysis, structural equation model was used. The results of the structural equation modeling model for the research model showed that, customer relationship management branding on all variables will have a significant positive effect. That s why managers of sports clubs are advisedto pay special attention to customer satisfaction, positive brand your club to create in the minds of customers

کلیدواژه ها:

Customer relationship management ، brand building ، brand resonance ، sports clubs ، Qazvin