INTRODUCTION: SPORTS AS EFFECTIVE POWER IN ECONOMIC AND SOCIAL DEVELOPMENT WHIT DIRECT AND INDIRECT EFFECTS IMPORTANT ROLE IN THE COUNTRY'S ECONOMY (GHIAMIRAD& MOHARAMZADEH, 2009). DOUBTLESS IN THE BUSINESS WORLD TODAY, THAT SPORT IS NOT EXCEPTION, ONE OF THE BIGGEST CHALLENGES IS CUSTOMER RETENTION. FOR THIS PURPOSE, THIS STUDY AIMED TO SURVEY THE RELATIONSHIP BETWEEN perceived value AND SATISFACTION CUSTOMERS' IN SPORTS- RECREATIONAL CENTERS IN QAZVIN.METHODOLOGY: THIS WAS CORRELATION PRACTICAL SURVEY RESEARCH. THE POPULATION CONSISTED OF ALL COSTUMERS (16 YEARS OLD AND ABOVE) OF PRIVATE AND PUBLIC SPORTS- RECREATIONAL CENTERS IN QAZVIN. CONSIDERING MORGAN CHART AND USING CLUSTER SAMPLING METHOD, 385 PARTICIPANTS WERE SELECTED FROM 15 CENTERS. THE PETRICK perceived value STANDARD QUESTIONNAIRE (2004), VICTOR AND SHU CUSTOMER SATISFACTION SCALE (OCS) (2002), WERE USED FOR COLLECTING THE DATA. FOR THE DATA ANALYZING, DESCRIPTIVE AND INFERENTIAL STATISTIC (PEARSON CORRELATION COEFFICIENT AND REGRESSION).RESULTS: THE RESULTS SHOWED THAT THERE WAS POSITIVE AND SIGNIFICANT RELATIONSHIP BETWEEN perceived value AND SATISFACTION (P≤0.05). ALSO THE REGRESSION RESULTS SHOWED THAT perceived value ANTICIPANT SATISFACTION.DISCUSSION: IT IS BETTER FOR INCREASE THE perceived value, ASSESSMENT NECESSARY TO IDENTIFY THE NEEDS AND DEMANDS OF CUSTOMERS.BALANCE TO INCREASE perceived value AND SATISFACTIONAMONG THE SERVICES RECEIVED AND EXPENSES PAID BY THE CUSTOMER. IN THIS REGARD, INFORMEDABOUT THE BENEFITS OF THE SERVICE CENTERS.