Comparison of the Correlations between Relationship Marketing and Customer Loyalty at Tehran s Public and Private Bodybuilding clubs

Background: Market and customer have been always two intertwined and interdependent concepts. In today s diverse new world of growing customer demands, gaining customer loyalty is significant. The aim of this study was to compare the correlations between relationship marketing and loyalty from customers’ perspective at Tehran s public and private bodybuilding clubs. Materials and Methods: The current research was a descriptive-correlational, prospective and practical study in which statistical society including all customers of the private and public clubs in Tehran. The research data was collected by combining two questionnaires of Yukyoum Kim (2008) 27 items, which includes seven components: trust, commitment, relationship satisfaction, intimacy, love, mutual relationship and conflict management and Allen (1990), with 12 items and two components; loyalty of attitude and behavior is collected. The content validity of questionnaire was confirmed by experts and psychoanalysts in this field as well as reliability of the questionnaire were calculated by Cronbach s alpha (0.89). Data analysis of descriptive statistics (tables, frequency - the frequency) and inferentialstatistics including Pearson correlation coefficient was used to compare the correlation of Fisher z-test. Results and Discussions: The results showed there is a positive and significant correlation between relationship marketing and customer loyalty at Tehran s public and private bodybuilding clubs. There has not been observed any level of significance comparing correlations between relationship marketing and customer loyalty at Tehran s public and private bodybuilding clubs.The results showed that, there is a significant relationship between emotional intelligence and Burnout Inventory (r=-0.191, P=0.029). Also, emotional intelligence is predictors of Burnout Inventory (R2=0.0216, P=0.014), which statistically is significant. Conclusion: Tehran s bodybuilding club’s managers can plan an appropriate relationship marketing strategies that foster customer’s loyalty. In this world of global competition, thereby staying competitive helps their survival. Due to lack of the level of significance compare to Tehran s public and private bodybuilding clubs; it may find that there is no a statistically significant between level of significance at public and private bodybuilding clubs in implementing relationship marketing between private and public clubs.

Keywords:

Relationship Marketing , Customer Loyalty , Tehran s Public and Private Bodybuilding clubs