Document Type : Original Article
Authors
1 Faculty of Physical Education & Sport Sciences, Department of Sport Management, University of Tabriz, Tabriz, Iran.
2 Department of Management and Marketing, La Trobe University, Australia.
3 Józef Piłsudski University of Physical Education, Warsaw, Poland.
4 Department of Physical Education and Sport, Institute of Health Science, Sivas Cumhuriyet University, Sivas, Turkey.
Abstract
Purpose: In today's competitive sports industry, maintaining strong customer relationships is crucial for organizational success. Effective Customer Relationship Management (CRM) systems have become indispensable tools for enhancing customer satisfaction, loyalty, and profitability. The purpose of this research is to identify and analyse the key drivers that influence the success of CRM in the sports industry, achieving expert consensus on these drivers, and understanding how CRM practices can adapt to changing circumstances within the sports sector.
Methodology: This qualitative study engaged 13 experts chosen through purposive sampling from an initial pool of 38 potential participants. Data collection and analysis were conducted using the Delphi method, which involved multiple rounds of surveys to reach a consensus among the experts on the critical drivers of CRM success. To demonstrate the structural modeling of the identified drivers, we utilized a combined approach of the "Matrix of Crossed Impact Multiplications Applied to a Classification" (MICMAC) analysis and the Interpretive Structural Modeling (ISM) method, categorizing the drivers based on their driving and dependence power.
Findings: The primary discovery is that a prompt response to customer complaints emerges as the most impactful driver in Sports Customer Relationship Management (SCRM), revealing a somewhat unstable SCRM system likely to undergo significant changes in the future. Furthermore, by emphasizing the significance of prompt customer response, sustainable planning, and technology in CRM success, the study provides a comprehensive framework for enhancing customer relationships and achieving business goals in the sports industry. The study concluded that a customer-oriented culture and alignment between CRM strategies and organizational goals is essential for the successful implementation and management of CRM technologies.
Originality: Overall, the study's findings and recommendations can inform the development and implementation of effective CRM strategies, ultimately contributing to the success of organizations in the sports industry.
Main Subjects
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