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Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction

Document Type : Research Paper

Authors

1 Assistant Professor, Sport Science Department, Faculty of Humanities, University of Zanjan, Zanjan Iran.

2 Associate Professor, Sport Science Department, Faculty of Humanities, University of Kurdistan Sanandaj, Iran.

3 Sport Management Graduated, Sport Science Department, Faculty of Humanities, University of Kurdistan, Sanandaj, Iran.

Abstract

Purpose: This study aimed to evaluate the effect of the psychological capacity of sports sellers on sales amount and client satisfaction mediated by Client-centred behavior.
Methodology: The research was applied correlational. Iranian leading sports sellers were selected as a sample. Data were collected using the Lussier and Hartmann (2017) questionnaire (reliability 0.7). The PLS Smart software was used to analyse the data.
Findings: The highest correlation was observed between the variables of psychological capacities and customer-oriented behavior (0.835). The lowest correlation was between customer satisfaction and sales performance (0.211). There was a positive and significant relationship (0.79) between psychological capacities and the seller’s client-centered behaviors. Client-oriented behavior effect of sports sellers on sales amount (0.78) and client satisfaction (0.65) was also positive and significant.
Originality: Considering the impact of sports sellers’ customer-oriented behavior on sales and customer satisfaction, it is recommended that sports sellers pay special attention to learning and applying customer-oriented behaviors.

Keywords

References
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Sports Business Journal
Volume 2, Issue 2 - Serial Number 4
Summer and Autumn
July 2022
Pages 201-216
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