Presentation of structural equations modeling of the impact of service quality and perceived value on mouth to mouth advertisings of customers in the sport clubs

Marketing and keeping the customer is important for sport clubs. So this research has investigated presentation of structural equations modeling of the impact of service quality and perceived value on word of mouth advertisings of customers in the sport clubs in Sanandaj city.

This study was correlation and in terms of results was practical and method of data collection was field study. The tools were service quality questionnaire by China Liu (2008), perceived value Avlaga and Eggert (2002) and word of mouth advertisings by Kim (2008).Validity and reliability of questionnaire obtained in a pilot study using Cronbach's alpha test, 0.84, 0.82 and 0.74, respectively. Population of this study consists of male and female customers in sport clubs of Sanandaj. Data analysis using structural equation modeling was done at the significant level of 0.05.

The results showed that the direct impact of service quality on word of mouth advertising was 0/54. In the sense that for a unit changes in the service quality the change of customer word of mouth advertising will be 0.54. As well as the direct impact of perceived value variable on word of mouth advertisings was 0.43, and direct impact of service quality on word of mouth advertising through customer's perceived value was 0.93.

Based on the results, service quality and perceived value has affected on word of mouth advertising of customers in Sanandaj sport clubs. It is recommended that in order to strengthen customer’s word of mouth advertising provided quality services and perceived value an optimal level. Also fitting indicators showed that data were fitted well with the model.