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Volume 100, Issue 100 (10-2020)
Abstract
The purpose of this study was to investigate the role of the customer relationship management dimensions in promoting public sports from the perspective of sports managers in Kerman. The research method is descriptive correlation and the statistical population consists of all the managers of clubs and sports organizations in Kerman city. For data gathering, the questionnaires of the customer relationship management and the public sports are used. In order to analyze the data obtained for the research variables, the structural equation modeling the Smart PLS software is used. Findings indicated that three dimensions of customer relationship management namely Customer focus, relationship management and knowledge management has a direct and significant impact on promotion of public sports. According to the research results, it can be concluded that all managers of clubs and sports organizations governmental and nongovernmental need to do their utmost In order to communicate with the customer to encourage community participation and promote in public sports.
