Sport Sciences and Health Research

Sport Sciences and Health Research

Investigating the mediating role of customer relationship management in the relationship between customer knowledge management and consumerism among members of NPSCs

Document Type : Research Paper

Authors
Houriyhe dehghanpori 1
Nahid Darooghe Arefi 2
1 Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood Iran.
2 Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood Iran
10.22059/sshr.2025.387840.1175
Abstract
Given that the threats of consumerist attitudes are felt among Nonprofit Sport Clubs/Organizations members in Iran, the main focus of this paper is to determine how NPSCs in Iran deal with consumerist attitudes in sports. This study empirically examines whether Customer Knowledge Management affects Consumerism by considering the mediating role of Customer relationship management in NPSCs. The statistical population of the current study included consumers of NPSC in NorthWest Iran. Data collection tool was a questionnaire. Structural equation modeling was used to test the research model. The sample consisted of 141 females and 265 males. The age of the participants varied from 21 to 70 years old, with the majority falling within the 41 to 50 age bracket. The participants had been members of the club for a minimum of 11 months, the majority had been club members for more than 3 years. Findings indicate that CRM mediates the relationship between CKM and CS, and when CKM is high, CS and CRM are also high. This paper contributes to the literature on nonprofit organizations by showing the important role of CRM in the CS of NPSCs. We recommend that sports clubs rely on CKM and CRM as much as possible.
Keywords
Customer orientation
service quality
behavior
knowledge
club
Sport Sciences and Health Research
Volume 17, Issue 2
July 2025
Pages 102-127