Leveraging AI and ML for Enhancing Marketing Intelligence to Attract Athletes to Private Clubs

Abstract

The purpose of this study was to investigate the effect of marketing intelligence on customer attraction in private clubs in Pars Abad moghan city. Applied descriptive research method that was done by field method. The statistical population of this study included all private sports clubs in Zanjan province. The sample size was determined based on the table to 310 people. Measurement tools included marketing intelligence questionnaires (Islamic, 2014) and, customer attraction questionnaire (Ravanbakhsh et al., 2021). Content and face validity of the questionnaires were confirmed and Cronbach's alpha reliability of the questionnaires was 0.78 for Marketing Intelligence Questionnaire, 0.69 for Customer Absence Questionnaire. In order to analyze the statistical data, descriptive statistical methods were used and to analyze the research hypotheses, the structural equation model was used by SPSS19 and Amos23 software. The findings of the research showed that marketing intelligence has no effect on attracting customers of private clubs in the city of Parsabad, Moghan. Therefore, it can be concluded that the use of marketing intelligence, which is one of the ways of marketing, can attract many customers to the club.