The Model of Mediator Role and Attraction Efficiency in Information Technology Relationship with Loyalty of Tehran Sports Customers
Maryam Hajebrahimi, Mohsen Bagheryan Farahabadi, Habib Honary
In order to conduct the research, a descriptive-correlation method, as well as, a field study approach was employed. The statistical population of the research comprised approximately 2000 people and the size of the statistical sample was determined as 400 individuals based on the Morgan table. 384 questionnaires were distributed among the participants for further data analysis. The method used to select the samples was non-random and available sampling method. In terms of the instruments, a 21-item questionnaire designed by Mohammadi (2013) on information technology, a standard 6-item questionnaire on the utilization of attraction and a 6-item questionnaire on the attraction efficiency by Hajebrahimi (2016) and finally an 8-item questionnaire on customer loyalty by Liu (2008) were employed. The content validity of the questionnaires was also approved by a group of university sport management professors, as well as, the managers of sports clubs. Reliability of the questionnaire was 0.88, 0.85, 0.80, and 0.79, respectively, through Cronbach's alpha. In order to analyze the data, Kolmogorov-Smirnov test, binomial test and Spearman correlation coefficient were used and as for the cause and effect relationships of the variables, structural equations were employed. According to the major findings of the research, there is a significant relationship between the information technology knowledge and the attraction efficiency and customer loyalty (p<0/05). Moreover, according to (R2=0.09, GOF=0.941), combined reliability and the AVE extracted from the constructs, the fitness of the model was confirmed.