بررسی تاثیر مدیریت ارتباط بامشتری الکترونیک بر قابلیت‌های‌ نوآوری اماکن ورزشی: نقش تعدیل-گری کوید-19

Abstract
Recently, the global economy has been affected by artificial intelligence and the advancement of information technology, as well as infectious diseases such as Covid-19 (Bhatia, 2021). The convergence of the corona virus globally has had various effects on societies and their activities (Heydari & Asadollahi, 2021; Heydari et al., 2021). The challenge of managing this crisis, especially with the specific conditions of Iran and the unknown nature of the disease and the lack of sufficient experience, provided an arena for creativity and innovation (Heydari, 2019). Therefore, it is necessary for organizations and service units to survive and succeed In the chaotic market environment of the digital era and to deal with these crises, accept innovative solutions (Lee & Trimi, 2021). Successful organizations create an environment where elements of creativity and innovation occur continuously across all levels and organizational functions (Vicenzi, 2000). Innovation in business management can save time and money, strengthen competitive advantage, and encourage business growth (Chi, 2021). Hence, the sports industry needs to leverage technology to address current challenges (Pashaie & Perić, 2023). Therefore, the sports industry has turned innovation into a new field for research by many researchers (Ferreira et al., 2020) and considers it a vital factor for achieving competitive advantage (Rajapathirana & Hui, 2018). The findings indicate that customer and market knowledge, customer attraction, customer retention and customer development are the consequences of implementing customer relationship management technology in sports venues (Pashaie et al., 2020). It is concluded from the presented research that sports venues have expanded their investment in the field of customer relationship management (Pashaie et al., 2020). In general, this research provides the possibility of enhancing creativity and innovation in the sports industry. By offering detailed analyses of the role of electronic customer relationship management components in improving long-term relationships and developing innovation capabilities, especially in the face of widespread challenges such as coronavirus, this research holds significant importance. This study investigates the positive impact of electronic customer relationship management (e-CRM) on the long-term relationships and innovation capabilities of sports venues, with a focus on the moderating role of COVID-19. Classified as applied and descriptive research of the correlation type, the study employed a questionnaire for data collection.To ensure the reliability of the questionnaires, various validation measures such as divergent validity, Cronbach's alpha indices, factor loading, and composite reliability were utilized. The research population consisted of sports venue customers in Tabriz, with 260 participants selected through convenience sampling. Data analysis was conducted using IBM® IBM® SPSS® Amos_{TM 26}, and the results were utilized for model testing and hypothesis examination. The outcomes suggest that e-CRM, encompassing aspects like knowledge management, customer orientation, and customer relationship management technology, significantly and positively influences long-term relationships and innovation capabilities. The moderating impact of COVID-19 is notable, though its effect is moderate. Despite the widespread impact of the pandemic on customers, e-CRM has proven to be a robust tool for strengthening long-term relationships and retaining customers in the face of increased COVID-19 cases.
In general, this research highlights the significance of implementing electronic customer relationship management systems in sports venues to gain a competitive advantage, improve customer retention, understand customer concerns, and enhance innovation capabilities. On the one hand, it provides valuable insights for managers and marketers of sports venues in addressing challenges arising from the COVID-19 pandemic and improving their overall performance. The implications of this study go beyond academic contributions, offering practical recommendations for managers and marketers, encouraging them to prioritize the implementation of electronic customer relationship management for advancing innovation and ensuring a competitive advantage amid current uncertainties. This is crucial because technological advancements are rapid. Electronic customer relationship management systems and customer expectations may evolve, requiring continuous reassessment and alignment with innovation capabilities. From a creativity and innovation perspective, the present research can potentially lead to several outcomes. By implementing the findings of this study, sports venues can enhance their innovation capabilities, leading to the development of new and improved services, products, and experiences for customers. Real-time monitoring and interaction with customers facilitated by electronic customer relationship management systems can enable sports venues to better understand customer concerns related to COVID-19 and other infectious diseases. This understanding can guide innovative safety measures and customer service initiatives, creating a safer and more satisfying experience for customers.
Ultimately, there is room to challenge and expand existing theoretical models to incorporate new variables that may impact the dynamics between electronic customer relationship management and innovation. Considering technical and technological limitations, financial constraints, reduced customer interaction capabilities in virtual environments, and legal and security barriers, communicating the findings to the study community, sports clubs, and sports authorities is essential. Firstly, sports managers are advised to prioritize the adoption of electronic customer relationship management systems for gaining a competitive advantage and improving customer retention. This includes investing in technology and knowledge management to enhance customer-centricity and customer relationship management capabilities. Additionally, given the moderating role of COVID-19, sports managers should focus on using electronic customer relationship management as a powerful tool to enhance long-term relationships and customer retention, especially during pandemics. Understanding customer concerns and adapting electronic customer relationship management strategies to address these challenges can significantly contribute to the overall performance improvement of sports venues.
Furthermore, this research emphasizes the importance of continuous innovation in the products and services of sports venues and underscores the need for sports managers to integrate innovation capabilities into their electronic customer relationship management strategies. This may involve fostering a culture of creativity and innovation within the organization and utilizing electronic customer relationship management for gathering insights and customer feedback to develop innovative proposals. In addition, qualitative research methods such as interviews or focus groups can be employed to gain deeper insights into specific mechanisms through which electronic customer relationship management affects innovation capabilities and long-term relationships in sports venues. The aim of these recommendations is to strengthen the practical aspect of the research and provide practical insights for sports managers and marketers to address challenges arising from the COVID-19 pandemic and enhance overall performance.