Document Type : Research Paper
Authors
1 Assistant Professor, Department of Sport Management, Payame Noor University (PNU), P.O. Box 19395- 4687, Tehran, Iran.
2 M. A , Payame Noor University (PNU), P.O. Box 19395- 4687, Tehran, Iran.
Abstract
The purpose of this study was to design a communication model of social responsibility and organizational learning on customer development (members and audiences) of the Iran Triathlon Federation. The method of the present study was descriptive-survey and correlational. The statistical population of the study included all employees of the Triathlon Federation and the provincial delegations of this federation (N=200) that sampling was done by whole number method. Data collection tools were standard questionnaires of social responsibility, organizational learning and customer development that to confirm the face and content validity of the questionnaires from the perspective of 8 professors of sports management and to confirm the reliability by conducting a preliminary study on 30 people in the community and the calculation of Cronbach's alpha coefficient was used and approved by 0.81 for social responsibility, 0.88 for organizational learning and 0.85 for customer development, respectively. For data analysis, skewness and Kurtosis tests, Pearson correlation and structural equations were used by using SPSS 24 and Smart PLS 3. The results showed that Social responsibility and organizational learning have a positive and significant effect on the development of customers of the Triathlon federation also organizational learning, in addition to a positive and direct effect on customer development, through social responsibility has an indirect and significant impact on customer development too. Finally, the model of social responsibility and organizational learning on customer development (members and audiences) of the Triathlon Federation was designed and approved.
Keywords
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