THE INFLUENCE OF CUSTOMER KNOWLEDGE MANAGEMENT ON CUSTOMERS' LOYALTY IN SPORTS' SERVICE INDUSTRY

• Published in: Sport science 2016-08, Vol.9, p.93-97
• Main Authors: Behnam, Mohsen, Sajjadi, Seyed Nasrollah, Farahani, Majid Jalali, Ghahfarokhi, Ebrahim Alidoust
• Format: Article
• Language: English
• ISSN: 1840-3662; 1840-3670

Making a profit is achieved depending on attracting and keeping the customer. Attracting and keeping the customer is possible with regard to having the necessary knowledge and information. Also, the emphasis on knowledge and information is the most fundamental characteristic of intelligent organizations. Today, it is difficult and sometimes impossible, providing products and services with good quality and economic, without management and correct use of knowledge and if an organization does not know or cannot use their stored knowledge, chance of survival will be low. The purpose of this research was to investigate the influence of customer knowledge management with customers' loyalty in sports' service industry. Research method was correlational. The statistical population consisted of active sports associations' customers in Tehran, of which a statistical sample of 403 subjects was selected by using random sampling. Data collection, from Taherparvar, Esmaeilpour and Dostar customer knowledge management (2014) and Bodet customers' loyalty (2012) were used; their reliability obtained using the Cronbach's alpha 0.91 and 0.84, respectively. Also, the structure reliability of the scales was evaluated by calculating the average variance extracted and composite reliability based on the results of confirmatory factor analysis, which the structure reliability of the scales was confirmed in all cases. From the structural equation statistical method was used to analyze the data. The results indicated that customer knowledge management had effect on customers' loyalty. Sports centres' managers should protect the importance of customer knowledge and to survive in today's competitive market carry out the necessary investments on practices the acquisition of such knowledge.Original Abstract: Stvaranje profita se postize ovisno o privlacenju i zadrzavanju kupca. Privlacenje i zadrzavanje kupca moguce je s obzirom na posjedovanje potrebnog znanja i informacija. Takoder, naglasak na znanje i informacije najosnovnija je karakteristika inteligentne organizacije. Danas, tesko je i katkad nemoguce pruziti ekonomicne proizvode i usluge dobre kvalitete bez upravljanja i pravilnog koristenja znanja i ako organizacija ne zna ili ne moze koristiti svoje pohranjeno znanje, sanse prezivljavanja biti ce niske. Svrha ovog istrazivanja bila je istraziti utjecaj upravljanja znanjem kupaca s odanoscu kupaca u industriji sportske usluge. Metoda istrazivanja bila je korelacijska. Statistick