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Freydoni, M., Kalateh Seifari, -. (2018). Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League. , 10(1), 103-117. doi: 10.22059/jsm.2018.140475.1554
Masoud Freydoni; - Masomeh Kalateh Seifari. "Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League". , 10, 1, 2018, 103-117. doi: 10.22059/jsm.2018.140475.1554
Freydoni, M., Kalateh Seifari, -. (2018). 'Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League', , 10(1), pp. 103-117. doi: 10.22059/jsm.2018.140475.1554
Freydoni, M., Kalateh Seifari, -. Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League. , 2018; 10(1): 103-117. doi: 10.22059/jsm.2018.140475.1554

Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League

نشریه مدیریت ورزشی
Article 7, Volume 10, Issue 1, June 2018, Pages 103-117    PDF (192.42 K)
Document Type: Research Paper
DOI: 10.22059/jsm.2018.140475.1554
Authors
Masoud Freydoni* 1; - Masomeh Kalateh Seifari2
1Ph.D. Student of Sport Management, University of Mazandaran, Babolsar, Iran
2Associate Professor of Sport Management, University of Mazandaran, Babolsar, Iran
Abstract
The aim of this study was to explain the model of the effect of marketing mix elements on fans’ satisfaction and re-attendance in Tehran popular clubs of professional football league. The current study was application in terms of aim and descriptive-survey in terms of data collection. The population included all fans who had bought tickets for one of Persepolis-Esteghlal games in 2015-2016 season and attended the stadium. According to the number of items in the questionnaire, 310 subjects were considered as the sample. After the literature review, the primary model of the study was designed, a questionnaire was made based on this model and its validity was confirmed by some academic experts using factor analysis technique. After the reliability was determined, the questionnaire was distributed among the statistical population. For data analysis, correlation coefficient and SEM method were used. The results showed that marketing mix had effect coefficient (0.44) on fans’ re-attendance and effect coefficient (0.69) on fans’ satisfaction. Also, satisfaction effect coefficient was 0.58 on fans’ re-attendance. So, sport club managers should consider marketing mix and should promote marketing mix elements; and they should try to enhance fans’ satisfaction more and reinforce their loyalty and re-attendance
Keywords
Fans’ satisfaction; Marketing Mix; professional league; re-attendance; Sport Marketing
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