Abstract:

In recent years the importance of relationship quality in sport organizations have increasingly emphasized by both researchers and practitioners, because of the general belief about relationship marketing efforts can enhance relationships with sport consumers. Therefore, the researchers aimed to put forth the perceived dimensions of relationship quality between basketball fans and basketball clubs in the current study. The results showed that constructs about relationship quality could be conceptualized and measured as a three-dimensional construct comprising commitment, self-connection and intimacy, relationship satisfaction.

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