Document Type : Research Paper

Abstract

The aim of this article was comparing Customer Relation Management of Iran, Spain & UK football clubs. The present study is Content analysis and practical. The population for this research is the websites of three football leagues of Iran, Spain and the UK, selecting those three teams that have been the most prominent and highest rated in each club (Arsenal, Chelsea, Manchester United, Real Madrid, Barcelona, Atletico Madrid, Sepahan of Isfahan, Perspolis of Tehran and Esteghlal of Tehran). These teams were examined regarding thirty-one management characteristics of communicating with on-line customers. The standard checklist of marketing Roşca (2014) was used in order to gather the data and the club's website in terms of content marketing characteristics evaluated. The findings of the research showed that the Spanish football clubs had a better situation compared to the UK football clubs. Moreover, both the Spanish and the UK clubs had a better communication with on-line customers in comparison with the Iranian clubs. Based on the findings of this research, Iranian football clubs need to widely and fundamentally reassess the structure of communication channels so as to update them.

Keywords

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