Management and Entrepreneurship in Sport

Management and Entrepreneurship in Sport

The effect of customer relationship management on the performance of sports clubs through the mediating variable of intellectual capital

Document Type : Original Article

Authors
1 Department of Sports Management, Non-Governmental Non-Profit Higher Education Institute, Shafagh Tonkabon, Tonekabon, Iran
2 Department of Physical Education and Sports Sciences, Non-Profit-Non-Governmental Higher Education Institute, Shafagh Tonkabon, Tonekabon, Iran
3 , Department of Physical Education and Sports Sciences, Non-Profit-Non-Governmental Higher Education Institute, Rahman Ramsar, Ramsar, Iran.
Abstract
The purpose of this research is to investigate the effect of customer relationship management on the performance of sports clubs through the mediating variable of intellectual capital. This research is of a descriptive-survey type, in terms of practical purpose and field data collection method. The statistical population studied in this research included all managers, trainers, and employees of sports clubs in Ramsar City. The statistical sample was selected by random sampling. The size of the statistical sample was determined to be 80 people. In order to collect information, the customer relationship management questionnaire of Kalantari and Tolo (2009), the intellectual capital of Bontis (1998), and the performance evaluation of Shafiei et al. (2012) was used. In order to check the validity of the content of the questionnaire, experts (sports management professors) were used. The reliability of the tool was confirmed using Cronbach's alpha method (0.93) and construct validity. Findings were analyzed using SPSS and PLS software at the level of P≤0.05. The results showed that the variable of customer relationship management directly has a positive and significant effect on intellectual capital (0.809); However, the direct effect of customer relationship management on the performance of clubs (0.809) was not significant. Also, the effect of intellectual capital on the performance of clubs (0.955) is directly positive and significant. Therefore, to improve the performance of sports clubs, it is better for club managers to focus on improving communication with their customers and strengthening their intellectual capital.
Keywords

1. Akbari, P., Nazari, K. (2020). Analyzing the role of Mediating Intellectual Capital and Organizational Entrepreneurship in effect Human Resource Management on Organizational Performance (Case study). Journal of Innovation and Value Creation,17, 45-68. (In Persian). 2. Al-Gasawneh, J. A., Anuar, M. M., Dacko-Pikiewicz, Z., & Saputra, J. (2021). The impact of customer relationship management dimensions on service quality. Polish Journal of Management Studies, 23(2), 24-41. 3. Al-Khatib, A. W. (2022). Intellectual capital and innovation performance: the moderating role of big data analytics: evidence from the banking sector in Jordan. EuroMed Journal of Business. 4. Amanati, A., Abadi, R. N., & Hamidi, M. (2020). Designing social media sports marketing model. New Trends in Sport Management, 8(29), 73-86. (In Persian) 5. Azan, M. E. M., & Karimah, W. N. (2022). The Relationship between Customer Loyalty Program and Customer Retention at Tesco. Research in Management of Technology and Business, 3(2), 174-184. 6. Chiu, W. H., Shih, Y. S., Chu, L. S., & Chen, S. L. (2022). Merger and acquisitions integration, implementation as innovative approach toward
1-14،)1041( اثر مدیریت ارتباط با مشتری بر عملکرد باشگاه های ورزشی... دوفصلنامه مدیریت و کارآفرینی در ورزش، 1
18
sustainable competitive advantage: a case analysis from Chinese sports brands. Frontiers in Psychology, 13. 7. Eremina, E. A. (2022). Formulation of student sports clubs’ development strategy based on cluster analysis. Физическое воспитание и студенческий спорт, 1(1), 65-72. 8. Faghir ganji, M., Keshkar, S., honari, H., & shahlaei, J. (2021). Qualitative pattern of virtual reality application in sports marketing. Sports Marketing Studies, 2(4), 1-34. (In Persian) 9. Gouveia, J. A. C. (2018). Fiel lab-customer relationship management at Sport Lisboa e Benfica: examining the potential of machine learning to customer relationship management in football: Individual project (Doctoral dissertation). 10. Grigorieva, E. I., Gribkova, G. I., Umerkaeva, S. S., Kiseleva, O. I., & Kosiborod, O. L. (2019). Club communication as the basis for social and cultural activities. Humanities & Social Sciences Reviews, 7(6), 749-753. 11. Guerola-Navarro, V., Oltra-Badenes, R., Gil-Gomez, H., & Gil-Gomez, J. A. (2021). Research model for measuring the impact of customer relationship management (CRM) on performance indicators. Economic research-ekonomska istraživanja, 34(1), 2669-2691. 12. Haldorai, K., Kim, W. G., & Garcia, R. F. (2022). Top management green commitment and green intellectual capital as enablers of hotel environmental performance: The mediating role of green human resource management. Tourism Management, 88, 104431. 13. Kalhor, F., Seyed Ameri, M. H., & Azizi Qara Mohammadi, A. (2016). Relationship customer relationship management (CRM) with productivity in Qazvin's sport clubs. Applied Research in Sport Management, 5(2), 37-46. (In Persian) 14. Kellen, V., & Stefanczyk, K. (2002). Complexity, fragmentation, uncertainty, and emergence in customer relationship management. Emergence, 4(4), 39-50. 15. Kumar, V., & Reinartz, W. (2018). Customer relationship management. Springer-Verlag GmbH Germany, part of Springer Nature 2006, 2012, 2018. 16. Lee, M. C. (2014). Customer Relationship management and knowledge Management enhancing on innovation Competence: Case Study. Council for Innovative Research, 10(1), 1784-1800.
1-14،)1041( اثر مدیریت ارتباط با مشتری بر عملکرد باشگاه های ورزشی... دوفصلنامه مدیریت و کارآفرینی در ورزش، 1
19
17. Mandalizadeh, Z. (2021). The Relationship between Intellectual Capital and Sustainability in Sport Enterprises and presenting a Model. Journal of Sport Management and Motor Behavior, 17(33), 210-193. (In Persian) 18. Massaro, M., Mas, F. D., Bontis, N., & Gerrard, B. (2020). Intellectual capital and performance in temporary teams. Management Decision, 58(3), 410-427. 19. McLeod, C. M., Li, H., & Nite, C. (2022). What Enables Human Capital Investment Sharing in Elite Sport? Sustainability, 14(17), 10628. 20. Mohammad shafiee, M., Seify, M., & Yazdi, A. (2020). Antecedents and Consequences of Implementing Electronic Customer Relationship Management in Small and Medium Enterprises. New Marketing Research Journal, 10(1), 129-146. (In Persian) 21. Mohebbinejad, M., Shabani Bahar, G., aliabadi, S., & Yektayar, M. (2021). Developing a Model of Strategic Thinking Skills, Intellectual Capital, Core Competence and Innovation in Sports Organizations of the Country. Organizational Behavior Management in Sport Studies, 8(3), 97-108. (In Persian) 22. Movahedi, M. M., & Hafezizadeh, N. (2022). Analysis the role of project risk management on performance with the mediating role of intellectual capital. Journal of Operations Management, 2(7), 9-26. (In Persian) 23. Pashaei khameneh, A., Emami, F., Hosseini, S., Khajeh pour, A. (2023). Identifying Effective Strategies in Customer Relationship Management (CRM) System in Iranian Sports Clubs. Strategic Studies on Youth ans Sports, 21(58), 389-406. (In Persian) 24. Payne, A., & Frow, P. (2004). The role of multichannel integration in customer relationship management. Industrial marketing management, 33(6), 527-538. 25. Salahi Kojour, A., Razavi, S. M. H., Amirnejad, S., Mohamadi, N., & Taghipouryan, M. J. (2021). Provide smart tourism model in the sports industry with the foundation data approach. Journal of Tourism and Development, 10(3), 167-180. (In Persian). 26. Shafiee, S., Zareian, H., & Brakhas Ghormish, H. (2017). The Effect of Business Intelligence on Financial Performance through Innovation and Brand Success (The Case Study: Private Sports Clubs in Rasht. Sport Management Studies, 9(41), 127-146. (In Persian)
1-14،)1041( ، 1
27. Sharifi, M., & Abbas pour, A. (2013). Identification and ranking of measurement indices of intellectual capital in the higher education system using the analytical hierarchy process. Quarterly of Educational Measurement, 3(12), 133-170. (In Persian) 28. Taherpour, N., Esmaielpour, R., & Doustar, M. (2012). Investigating the relationship between customer knowledge management, innovation capability and business performance. Master's thesis, Gilan University. (In Persian) 29. Tien, N. H., Jose, R. J. S., RafalKuc, B., & Dana, L. P. (2021). Customer care and customer relationship maintenance at Gamuda Land Celadon City real estate project in Vietnam. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(14), 4905-4915. 30. Wang, Y., Po Lo, H., Chi, R., & Yang, Y. (2004). An integrated framework for customer value and customer‐relationship‐management performance: a customer‐based perspective from China. Managing service quality: An international journal, 14(2/3), 169-182. 31. Wu, I. L., & Lin, H. C. (2009). A strategy‐based process for implementing knowledge management: An integrative view and empirical study. Journal of the American society for information science and technology, 60(4), 789-802. 32. Wu, S. I., & Li, P. C. (2011). The relationships between CRM, RQ, and CLV based on different hotel preferences. International Journal of Hospitality Management, 30(2), 262-271. 33. Yeung, A. H., Lo, V. H., Yeung, A. C., & Cheng, T. E. (2008). Specific customer knowledge and operational performance in apparel manufacturing. International Journal of Production Economics, 114(2), 520-533. 34. Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2004). An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon. Industrial marketing management, 33(6), 475-489. 35. Zardoshtian, S., & Karimi, A. (2019). Modeling the Effects of social capital and intellectual capital on organizational performance (Case Study: Office of Youth and Sports Kermanshah Province). Journal title, 9 (17), 85-97. (In Persian)