Sahar Sorahian and Zahra Keshtmand
Abstract: The objective of this research is investigating the relationship oriented marketing and customer loyalty sport places on Kermanshah province. The statistical populations were customers of 192 multi-purpose sports salons of Kermanshah province which they had at least 6 months sport activities experience. The numbers of samples were determined 382 people considering Morgan table and they selected in three regions of west, central and east of the province by using stratified cluster method. This research is descriptive and co relational study and was conducted as a field. The data collection tool in this research was relationship oriented marketing standard questionnaire of Kim (2011) and Lim loyalty questionnaire (2006). To analyze the data, descriptive and inferential statistics (KS, Spearman correlation coefficient, simple and multiple regression) is used at the significant level (p <0.05).also the LISREL software has been used to provide research model. The results showed that there is positive and significant relationship between relationship marketing and customer loyalty as well as there is a significant positive relationship between all aspects of relationship marketing and customer loyalty. The regression results also showed that among the dimensions of relationship oriented marketing conflict management and self communication respectively is stronger predictor of customer loyalty. Also results of constructive equations showed that all causal relationships among relationship oriented marketing components and loyalty are significant. According to the results of LISREL software we can say that the data are fairly consistent with the model. In total, the proposed model is appropriate and the data are compliance.
Keywords: Relationship oriented marketing, loyalty attitude, behavioural loyalty, Sport places
Volume 3, Issue 2, 2016