Introduction: In the current era, value creation for the customer to influence his behavior has special importance. So that today's business customers impact on behavioral intentions put to the forefront of its mission. This research investigated the effect of trust and perceived value on customer behavioral intentions of sport clubs.
Methodology: Method of current research was descriptive-correlational. The population was customers of sport clubs in Tehran. The sample size was based on the Cochran formula of determining the sample size for unknown population was selected 384 individuals. Selective sampling was available. For data collection, Moghimi and Ramezan confidence questionnaire (2011), Eggert and Avlaga perceived value questionnaire (2002) and Zeithaml et al. behavioral intentions questionnaire (2003) with respective reliability of (0.804, 0.995 and 0.709) were used.
Results: The results of the analysis showed that perceived value had effect on customer behavioral intentions of sport clubs. In reagents of perceived value, intention to buy had the most impact on sport clubs customer behavioral intentions. It was while satisfying, had not a significant effect on behavioral intentions of sport clubs customers. It was also found that perceived value of sports clubs had effect on customer confidence of sports clubs. In reagents of perceived value had the most impact on sports clubs customer behavioral confidence, while oral expression and search had not a significant effect on behavioral intentions of sport clubs customers. In the following it was also found that confidence had not intermediary role between perceived value and customer behavioral intentions in sport clubs.
Discussion: Generally, results of this study showed that today sport customers not only expect good and valuable service but also demanding honesty and benevolence. So by optimal providing such variables that might behavioral intentions of sports clubs customers will be positively encouraged.