Pages: 29-40

Abstract

The purpose of this research is to investigate the relationship between the knowledge of IT managers and the use of its types with the attraction and loyalty of the customers of Tehran's gym clubs. The research has descriptive-correlation method and field method. The statistical population of this research is Tehran's gym clubs’ managers whose number is about 2000 people. The sample size was 400 people according to Morgan table. 384 questionnaires were used for data analysis. The method used to select samples was non-random and available method. The tools usedwereMohammadis21 questions questionnaire (2013), standardized questionnaire 6 absorption and standardized questionaires,6questions of effective recruiting, and8 questions of customer loyalty questionnaire. The content validity of the questionnaires was also approved by a group of university sport management professors. 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 for cause and effect relationships, structural equations variables were used. The most important findings of the research showed that there is a significant relationship between the IT knowledge with the absorpation and variables and the effectiveness of customer attraction and loyalty(p<0.05), also according to (R2=0.09, GOF=0.941) and combined AVE and extruded structures were fitted to the approved model.