Analyzes Influence Factors on Future of Customer Interaction With the Service Environment in Sports Clubs


1 Ph.D. Student of Sport Management, Islamic Azad University of Central Tehran Branch, Tehran, Iran

2 Professor of Sport Management, University of Kurdistan, Kurdistan, Iran

3 Ph.D. Student of Sport Management, Islamic Azad University of Central Tehran Branch,Tehran, Iran



Purpose:  The purpose of this study analyzes influence factors on future of customer interaction with the service environment in sports clubs using structural analysis.
Methods: The present study is applied in terms of purpose and in nature based on new methods of future research, analytical and exploratory science which has been done by applying a combination of quantitative and qualitative models. The population of this study was executive and academic experts in quantitative and qualitative sections that were selected purposefully. The qualitative data were obtained through an open questionnaire through interviews and quantitative data used in this study numerically and by weighting Delphi's questionnaires. This study used environmental scanning method in qualitative sections and final analysis was performed on 12 recursive matrices. The collected data was analyzed using Micmac software.
Results:  The findings showed 16 basic criteria on future of customer interaction that were inclusive environment aesthetics, satisfaction, offering integrated service, core service, excellent value, convenience, employees, social exchange, presence of other customer, value addition, trust, commitment, information exchange, marketing mix, customization and speed of service delivery. Furthermore, the findings showed that customization factors, added value and presence of other customers are the most important variables affecting the future of customer interaction with the service environment in sports clubs
Conclusion: Adapted from the Findings, the most important necessity and task of the managers of sports clubs is to provide the basis for expanding customer interaction with the service environment. This is made possible by designing different patterns of customer interaction with the service environment in the future.


  • References

    • Aiyesehinde, J., & Aigbavboa, C. (2021). Relating Quality of Service to Customer Satisfaction in the Nigerian Automotive Service Sector. In Collaboration and Integration in Construction, Engineering, Management and Technology (pp. 571-576): Springer.
    • Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of retailing, 68(4), 445.
    • Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of marketing, 54(2), 69-82.
    • Brookes, M., Altinay, L., Gannon, J., & Nicholls, R. (2011). Customer‐to‐customer interaction (CCI): a cross‐cultural perspective. International Journal of Contemporary Hospitality Management.
    • Chang, C.-M., Chen, -T., & Hsu, C.-H. (2002). A review of service quality in corporate and recreational sport/fitness programs. The Sport Journal, 5(3), 1-10.
    • Darabi, M., & Shahri, M. S. (2020). Football Fans: Investigating the Relationship between Fan Motivation and Aggressive Behaviours. Research in Sport Management and Marketing, 1(1), 27-34. (Persian)
    • Deshamukhya, P., & Bahan chakraBarty, J. (2020). Impact of service sector on economic growth: evidence from north east india. Indian Journal of Economics & Business, 19(1), 71-85.
    • Douglas, L., & Connor, R. (2003). Attitudes to service quality–the expectation gap. Nutrition & Food Science, 33(4), 165-172.
    • Garg, R., Rahman, Z., Qureshi, M., & Kumar, I. (2012). Identifying and ranking critical success factors of customer experience in banks: An analytic hierarchy process (AHP) approach. Journal of Modelling in management, 7(2), 201-220.
    • Günel, İ., & Duyan, M. (2020). The effect of service quality on athlete satisfaction: an empirical results from sports facilities of public organizations. European Journal of Management and Marketing Studies, 5(3).
    • Hoffman, K. D., & Bateson, J. E. (2001). Essentials of services marketing: Concepts, strategies and cases: South-Western Pub.
    • Jamalovna, J. D., Abidovna, X. D., Asatillayevich, A. B., & Akramjanovich, M. F. (2020). The importance of marketing strategies in the provision of physical education and sports services. South Asian Journal of Marketing & Management Research, 10(4), 111-119.
    • Khotbesara, S., Kohan, N. A., & Moharamzadeh, M. (2020). Investigating the effect of motivation for attendance and quality of services on spectator satisfaction in Ardabil Province World Men's Volleyball League (2019). Research in Sport Management and Marketing, 1(1), 35-43.
    • Kim, S., Cha, J., Knutson, B. , & Beck, J. A. (2011). Development and testing of the Consumer Experience Index (CEI). Managing Service Quality: An International Journal, 21(2), 112-132.
    • Martin, C. L. (1996). Consumer‐to‐consumer relationships: satisfaction with other consumers' public behavior. Journal of Consumer Affairs, 30(1), 146-169.
    • Martin, C. L. (1997). Bowling's team concept. Merrillville: ICS books Inc.
    • Moore, R., Moore, M. L., & Capella, M. (2005). The impact of customer-to-customer interactions in a high personal contact service setting. Journal of Services Marketing, 19(7), 482-491.
    • Nicholls, R. (2020). What goes on between customers? A cross-industry study of customer-to-customer interaction (CCI). Journal of Service Theory and Practice.
    • North, A. C., Shilcock, A., & Hargreaves, D. J. (2003). The effect of musical style on restaurant customers' spending. Environment and behavior, 35(5), 712-718.
    • Reis, N. S., Húngaro, V., Magalhâes, Y. C. d. S., & Mascarenhas, F. (2020). Knowledge production on sport economics: a systematic review. Journal of Physical Education, 31.
    • Robert, D., & John, R. (1982). Store atmosphere: an environmental psychology approach. Journal of retailing, 58(1), 34-57.
    • Robinson, L. (2006). Customer expectations of sport organisations. European Sport Management Quarterly, 6(1), 67-84.
    • Roper, J. (2016). Futures intelligence: Applying Gardner to public relations. Public Relations Review, 42(2), 258-263.
    • Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: the service encounter. Journal of marketing, 49(1), 99-111.
    • Spangenberg, E. R., Crowley, A. E., & Henderson, P. W. (1996). Improving the store environment: do olfactory cues affect evaluations and behaviors? Journal of marketing, 60(2), 67-80.
    • Surprenant, C. F., & Solomon, M. R. (1987). Predictability and personalization in the service encounter. Journal of marketing, 51(2), 86-96.
    • Valciukas, J. (2017). Foundations of futures studies: Volume 1: History, purposes, and knowledge: Routledge.
    • Walter, U., Edvardsson, B., & Öström, Å. (2010). Drivers of customers' service experiences: a study in the restaurant industry. Managing Service Quality: An International Journal, 20(3), 236-258.
    • Wind, J., & Rangaswamy, A. (2001). Customerization: The next revolution in mass customization. Journal of interactive marketing, 15(1), 13-32.
    • Wright, D., Finn, R., Gellert, R., Gutwirth, S., Schütz, P., Friedewald, M., . . . Mordini, E. (2014). Ethical dilemma scenarios and emerging technologies. Technological Forecasting and Social Change, 87, 325-336.
    • Yoo, C., Park, J., & MacInnis, D. J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42(3), 253-263.