The Impact Of Relationship Marketing Practices On The Behavioral Loyalty Of Fans Of Sports Clubs In The Arab Republic Of Egypt

Document Type : Original Article

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Faculty of Physical Education, Mansoura University

Abstract

The research aims to identify the relationship between relationship marketing practices and behavioral loyalty among fans of sports clubs in the Arab Republic of Egypt, and the researchers used the descriptive approach. The information is from a survey sample of (50) and a basic sample of (478). Among the fans of sports clubs in the Arab Republic of Egypt, the results concluded that there is an effect of relationship marketing practices on the behavioral loyalty of fans of sports clubs in the Arab Republic of Egypt at a rate of 52.3%., Sports clubs do everything necessary in order to maintain loyal fans, as they respect the rights of the fans in their dealings, abide by their promises they make towards the fans, and are also interested in receiving and solving problems quickly and well. The most important recommendations were the need for sports clubs in the Arab Republic of Egypt to adopt the concept of fan engagement as a strategic goal It should keep it in mind when dealing with fans, and it should mention the fan's connection in its vision and mission, which supports its competitive position.

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