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isazadeh, hasan, Honari, Habib, emade, mahde. (1403). The Relationship between Internal Marketing and Attracting Customers with Regard to the Mediating. سامانه مدیریت نشریات علمی, (), -. doi: 10.22098/rsmm.2024.14711.1326
hasan isazadeh; Habib Honari; mahde emade. "The Relationship between Internal Marketing and Attracting Customers with Regard to the Mediating". سامانه مدیریت نشریات علمی, , , 1403, -. doi: 10.22098/rsmm.2024.14711.1326
isazadeh, hasan, Honari, Habib, emade, mahde. (1403). 'The Relationship between Internal Marketing and Attracting Customers with Regard to the Mediating', سامانه مدیریت نشریات علمی, (), pp. -. doi: 10.22098/rsmm.2024.14711.1326
isazadeh, hasan, Honari, Habib, emade, mahde. The Relationship between Internal Marketing and Attracting Customers with Regard to the Mediating. سامانه مدیریت نشریات علمی, 1403; (): -. doi: 10.22098/rsmm.2024.14711.1326

The Relationship between Internal Marketing and Attracting Customers with Regard to the Mediating

Research in Sport Management and Marketing
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 27 اردیبهشت 1403
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2024.14711.1326
نویسندگان
hasan isazadeh* 1؛ Habib Honari2؛ mahde emade3
1hg
2Professor of Sport Management, Allameh Tabataba’I University, Tehran, Iran
3ihy
چکیده
Purpose: This study aims to investigate the relationship between internal marketing and attracting customers, considering the mediating role of the service quality of I.R.I. Police sport clubs.

Methodology: This study is of a descriptive-correlational research type and the statistical population includes the managers of I.R.I. Police sport clubs in Tehran province. The statistical sample was randomly selected using a stratified random sampling method (n = 131). The measurement tools included Internal Marketing questionnaires (Mooney & Forman, 1995), with a reliability of 0.79, Service Quality (Parasurmon et al., 1985) with a reliability of 0.81, and Customer Acquisition and Retention (Gibb, 2005) with a reliability of 0.77. Using the inferential statistical method and structural equation modeling, the effects of the observed variables on the underlying variables were investigated.

Findings: The results showed that internal marketing has an effect on attracting sport clubs' customers (β = 0.96; P-Value = 32.46). Internal marketing has an effect on attracting customers (β = 0.75; P-Value = 32.46). Also, service quality has an effect on attracting customers (β = 0.81; P-Value = 21.12).

Originality and initiatives: The current research has tried to examine the relationship between internal marketing and attracting customers, considering the mediating role of service quality. Although a lot of research has been done on the relationship between internal marketing and attracting customers, the mediating role of service quality in sport clubs covered by I.R.I. Police has not been done so far. Sport clubs' officials are the primary beneficiaries of this research. Managers
کلیدواژه‌ها
Internal marketing؛ Sport clubs؛ Service quality؛ Customer attraction
آمار
تعداد مشاهده مقاله: 19


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