期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2012
卷号：2
期号：1
页码：278-281
出版社：Human Resource Management Academic Research Society
摘要：The present study examined the impact of interpersonal communication on Customers` loyalty (trainees `parents) in soccer schools in Tehran. It was descriptive ¨C correlation study. Statistical population were trainees` parents in soccer training schools in Tehran. Out of 33 is a soccer school in Tehran, 12 schools were selected through cluster sampling method from six different districts and a total of 285trainees were chosen . We applied Guenzi & Pelloni (2004) Questionnaire whose validity was confirmed by a panel of sports management professors and reliability was confirmed through Cronbach' s alpha coefficient (¦Á = 0.83). We used both descriptive and inferential tests (ks, multivariate linear regression). The multiple correlation coefficient results showed that a significant linear relationship existed (R = 0.659) between interpersonal communication, interpersonal communication with customers and employees together with customers` loyalty . Results of multiple regression coefficient showed that communication between individual employees and customers (t = 4.54, p = 0.001) and interpersonal communication with clients (t = 3.57, p = 0.001) are eligible to predict customer loyalty. As a result,the soccer school officials should emphasize on a good communication with parents and create a friendly climate in training school environment in order to maintain and attract more customers
关键词：interpersonal communication; customer loyalty; soccer school
