An Investigation of the Effect of Fan Relationship Management Factors on Fan Lifetime Value

Mohammad Ehsani, Behzad Izadi, Yong-Jin Yoon, Kwang Min Cho, Hashem Koozechian, Farshad Tojari

Abstract


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.

Full Text: PDF DOI: 10.5539/ass.v9n4p248

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This work is licensed under a Creative Commons Attribution 3.0 License.

Asian Social Science   ISSN 1911-2017 (Print)   ISSN 1911-2025 (Online)

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