Sport Physiology & Management Investigations

Sport Physiology & Management Investigations

The Effect of Communication Skills on Customer Lifecycle Value in Recreational-Sports Centers: The Mediating Role of Managers' Financial Intelligence

Articles in Press

Document Type : Original Article

Authors
Ali Adeli 1
Ahmad Mahmoudi 2
Amin Dehghan Ghahfarokhi 3
1 MSc, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
2 Assistant Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran
3 Associate Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
10.22034/spmi.2026.521263.2750
Abstract
This study aimed to investigate the effect of communication skills on customer lifecycle value with regard to the mediating role of financial intelligence of managers of recreational-sports centers. This applied research was of a descriptive-correlational type with a structural equation modeling approach. The participants included all managers of first-class sports clubs in Khorasan Razavi province, and the research sample included all managers of first-class recreational-sports clubs in the cities of Mashhad, Neyshabour, and Sabzevar (a total of 216 clubs' managers). The data collection tools included three standard questionnaires: communication skills, financial intelligence, and customer lifecycle value. The results showed that there is a positive and significant relationship between communication skills and customer lifecycle value, financial intelligence and customer lifecycle value, and communication skills and financial intelligence of managers. The research model also had a good fit. Also, it was observed that communication skills have a positive and significant effect on customer life cycle value in recreational-sports centers through the mediating variable of managers' financial intelligence. According to the results, it can be said that the necessity of managers' recognition and awareness of their communication skills and financial intelligence can lead to improved communication levels, increased profitability, and the development of organizational assets (retaining customers in sports clubs).
Keywords
Strategic marketing
word of mouth advertising
financial performance
customer relationship management