ISSN: 2222-6990
Open access
The present study examined the impact of interpersonal communication on Customers`
loyalty (trainees `parents) in soccer schools in Tehran. It was descriptive – correlation study.
Statistical population were trainees` parents in soccer training schools in Tehran. Out of 33 is a
soccer school in Tehran, 12 schools were selected through cluster sampling method from six
different districts and a total of 285trainees were chosen . We applied Guenzi & Pelloni (2004)
Questionnaire whose validity was confirmed by a panel of sports management professors and
reliability was confirmed through Cronbach' s alpha coefficient (? = 0.83). We used both
descriptive and inferential tests (ks, multivariate linear regression). The multiple correlation
coefficient results showed that a significant linear relationship existed (R = 0.659) between
interpersonal communication, interpersonal communication with customers and employees
together with customers` loyalty . Results of multiple regression coefficient showed that
communication between individual employees and customers (t = 4.54, p = 0.001) and
interpersonal communication with clients (t = 3.57, p = 0.001) are eligible to predict customer
loyalty. As a result,the soccer school officials should emphasize on a good communication with
parents and create a friendly climate in training school environment in order to maintain and
attract more customers.
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