Introduction: Today, how to manage the customer relationship management as the most important issue for sports organizations including Iranian football Clubs has become. An overview of customer relationship management models show that most models are deficient in one or more criteria and did not pay attention to all aspects. The purpose of this study was to develop a model for customer relationship management.
Methodology: Given the exploratory nature of issue, qualitative research methods and grounded theory in the form of open coding, axial and selective was used. For this purpose, raw data depth interviews with 32 experts knowledgeable of the subject, took place were analyzed. The process of collecting and analyzing data for the zigzag and At the same time. Based on the open code is detected, Axial codes were formed and The theoretical model was developed with the help of selective coding. The paradigmatic model was approved by experts.
Results: Results of the open coding suggested that 470 indicators can affect customer relationship management in professional football clubs in Iran. Then, in an axial coding the indicators were classified in 94 concepts and 37 categories. The results showed that several factors, including tangible and intangible outcomes club, attitudinal factors, infrastructure conditions, macro environment conditions, Risk Appetite clients, management factors, organizational factors. The quality and quantity of services and equipment customers conditions and fan clubs can focus on the success of customer relationship management in clubs professional football.
Discussion: Customer relationship management system (fans) great complexity that requires careful planning, modeling and run for the identification and analysis of competitive advantage. Professional football clubs should pay attention to the identification of context and intervening conditions, due to the limitations and capabilities of accelerating internal and external environment, implementation of customer relationship management processes and practices to the forefront of their activities.