an investigation of the effect of management dimensions of fan relationship on fan lifetime value in iran football premier league

the aim of this study was to investigate the effect of management dimensions of fan relationship on fan lifetime value in iran football premier league. the research method was developmental with regard to the aim and exploratory considering the nature of the study. the data were gathered through interviews, observation, review of the related literature and questionnaires. the statistical population consisted of football fans over the age of 16 and 527 fans were used as the sample. descriptive and inferential statistics including kolmogorov-smirnoff test, pearson correlation, regression and path analysis were used to analyze the data. the results showed that service quality (0.763) and knowledge management (0.543) had direct effects and organizational support had an indirect effect on fan lifetime value (0.475). in general, results indicated that football clubs need to reform customer-based strategic programs, to pay attention in order to create knowledge and information and to promote service quality in order to increase fan lifetime value.