فرهاد فتحی

The method of the present study was descriptive-correlation with structural equations approach and applied in terms of purpose. The statistical population of the study includes all students of football schools in Tehran province. Cluster random sampling method was used to select the sample. The measurement tools of the present study include demographic characteristics of the participants in the study, Parasuraman, Zeithaml & Berry (1988) Perceived Service Quality Assessment Questionnaire, Groth (2005) Customer Behavior Questionnaire and Perceived Risk Questionnaire Carroll, Connaught, Spengler & Byon (2014). Kolmogorov-Smirnov test was used to show the normality of data distribution and bootstrap methods and structural equations using PLS and SPSS software were used to analyze the research data. The results showed that the quality of perceived services and citizenship behavior (β = 0.852); (T = 15.549) at the level of significance (P <0.01); Indirect effect of perceived service quality and citizenship behavior through perceived risk (β = -0.027); T-statistic (T = 1.774) is at the level of significance (P <0.076). Considering that perceived risk is one of the determining elements in the acceptance and intention of students to use football schools and their citizenship behavior is one of the factors reducing this risk, it is suggested. Football school principals to increase the quality of perceived services and student citizenship behavior among their staff, coaches and customers so that they can identify different dimensions of perceived risk among their school students for better productivity. And make the necessary plans to advance marketing goals.