مشخصات پژوهش

عنوان	An Investigation of the Effect of Fan Relationship Management Factors on Fan Lifetime Value
نوع پژوهش	مقاله چاپ‌شده در مجلات علمی
کلیدواژه‌ها	fan relationship management, fan lifetime value, fan, football
چکیده	The purpose of this research was investigation of the effect of Fan Relationship Management on Fan Lifetime Value in Iranian premier Football league. The necessary data were gathered through interview, observation, review the relevant theoretical literature and questionnaires. The statistical population was consisted the upper of sixteen years of football fans. The number of 527 questionnaires was used from gathered 674 questionnaires. Results showed that service quality (Beta=0.394) and knowledge management (Beta=0.543) have positive effect on fan lifetime value directly. Also, organizational support has indirectly effect on fan lifetime value. There is necessary for sport clubs that spend extensive efforts for maintaining current fans and attracting new fans by providing suitable facility, conducting customer based program and creating knowledge and information through various relational channels to increase fan lifetime value.
پژوهشگران	فرشاد تجاری (نفر ششم به بعد)، هاشم کوزه چیان (نفر پنجم)، کوانگ مین چو (نفر چهارم)، یونگ جین یون (نفر سوم)، بهزاد ایزدی (نفر دوم)، محمد احسانی (نفر اول)