year 5, Issue 3 (Autumn 2017)                   Ann. Appl. Sport Sci 2017, 5(3): 69-77 | Back to browse issues page


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1- University of Birjand, Birjand, Iran , mkeshtidar@birjand.ac.ir
2- Mashhad Branch, Islamic Azad University, Mashhad, Iran
Abstract:   (4543 Views)
Objectives. The purpose of this research is to investigate the impact of knowledge management through information systems of human resources on customer relationship management.
Methods. The study population included managers and employees of Mashhad's aquatic sport centres like ‘Blue Waves’, ‘Armaghan’, ‘Surging Waves’, and ‘Sunshine Coast Park’ (600 persons). Using a Morgan table, 234 cases were selected as sample, based on cluster sampling method, and randomly. The research method was descriptive-analytical. Data collection was conducted as a field study. The measurement tools were knowledge management questionnaire and human resources information systems questionnaire  and customer relationship management questionnaire respectively. The validity of the questionnaires was observed andapproved by 10 sports management experts and professors of Azad University of Mashhad and Ferdowsi University of Mashhad.Validation was determined by Cronbach’s alpha respectively as 0.91, 0.87 and 0.90.
Results. The results showed that knowledge management through human resources information systems has a significant positive effect on customer relationship management.
Conclusion. It can be said that aquatic sport centers should more attend the important role of information systems to increase customer satisfaction along with knowledge management.
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APPLICABLE REMARKS
• The sport managers had better must pay attention to the importance of teamwork and the use of expert and experienced human resources that are considered as knowledge assets, or the source of knowledge of each organization.
• Sport managers, undoubtedly, in order to achieve a context of both customer satisfaction and profitability should be synchronized with the updated technology so that it would be possible to immediately identify the challenges of the complex and the needs of the customer and to compensate for the correct management of the facilities.
• Sport managers can achieve more efficiency if they consider the importance of using integrated systems and standards in the organization; because these systems will reduce direct costs of operations, accelerate response time, improve productivity, improve interaction with customers, improve product quality, improve order cycle management and customer data integration, increase time management planning and ensure better management of resources and the organization. In fact, sports executives have provided the foundation for growth in their own organization, which not only addresses the issue of overseeing a better organization, but also satisfaction of customers and employees, and turning that organization into a model of superiority.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2016/10/12 | Accepted: 2017/02/8 | Published: 2017/02/8

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