摘要：Today, Sport Clubs are compelled to stay in the competitive market by satisfying the expectations of their customers in line with their assets. "The Quotient reputation", in this context, can provide the necessary ground. So, the purpose of this study, in addition to the introduction of the reputation, was investigated the impact of reputation Clubs model on the customers' expectations. The population consists of 1300 customer of Kermanshah province clubs (according to statistics of the Department of Physical Education) that a sample was set on 367 of people by Kersey- Morgan table. Two questionnaires were used to collect data: the Quotient reputation questionnaire contains 20 questions (α = 0.81) and customer expectations questionnaire contains 18 questions (α= 0.83); that its validity by 10 tons of sports management and marketing was confirmed. The findings, based on six factors (emotional appeal, products and services, vision and leadership, location and working environment, social responsibility and environmental and financial performance) in the sports clubs were classified reputation, of which only operating attractions emotional and environmental responsibilities could not impact on customers' expectations. Accordingly, the managers to meet the expectations of customers need to pay attention to factors affecting it and created new strategy in the field of business reputation of the club because the club reputation of the club has an important impact on our customers' expectations.
关键词：Reputation;Expectation;External Stakeholders;Sport Club
