جستجوی مقالات مرتبط با کلیدواژه « customers » در نشریات گروه « تربیت بدنی »

The current study was conducted with the aim of the effect of love of sport on the loyalty of sport fans with the mediating role of emotional experiences.

The research method was descriptive-correlation and cross-sectional in terms of time. The statistical population included fans of volleyball, basketball, horse riding, and football sports teams of Golestan province, and 285 people were selected by convenience sampling by calculating at least 2 and at most 10 times the number of questions. Data collection tools were standard questionnaires: The Love of Sport by Bang et al. (2008), The Loyalty of Fans by Abolhasani (2015), and Emotional Experiences by Prayag et al. (2013). The face and content validity of the questionnaires were evaluated and confirmed from the opinions of 10 sports management professors and construct validity using model fit indexes. Cronbach's alpha method and composite reliability were also used to calculate reliability. Data analysis by structural equation model in Smart PLS software was done.

The results showed that love of sport has a positive and significant effect on the loyalty of sports fans and emotional experiences. In addition, emotional experiences had a positive and significant effect on the loyalty of sports fans. Also, the results showed that emotional experiences play a mediating role in the relationship between the love of sport and the loyalty of sports fans.

Therefore, based on the research results, it can be said, that by increasing positive emotional experiences and increasing people's love of sport, their loyalty to sports teams can be improved.

The purpose of this study is to investigate the role of media literacy and information literacy in the selection of sports goods from the perspective of sports shop customers. This research is applied in terms of purpose and survey-correlation in terms of research method. The statistical population of the study was based on cluster sampling so that Mazandaran province was divided into three parts. The instrument used in this study is a researcher-made questionnaire and the standard is the role of media literacy and information literacy in the selection of sports goods and was distributed among the subjects. Their validity was confirmed by 10 experts in marketing management and sports management and the total reliability was reported by Cronbach's alpha of 0.90. To analyze the data, descriptive statistics and inferential statistics, the Kolmogorov-Smirnov test and structural equations (AMOS) was used to test the hypotheses. Findings showed that media literacy and information literacy have a positive and significant effect on the choice of sports goods. Therefore, considering the positive relationship between media literacy and information literacy, as well as the positive relationship between media literacy and all components of information literacy in the purchase of sports goods, it is recommended that customers of sports goods improve their media and information literacy. And to make better use of the media, pay special attention to information literacy so that they can ensure the accuracy of the content of companies' messages about their products in choosing sports goods.

This study aimed to design a model for the impact of guerrilla marketing on attracting the customers of sports stores in Yazd Province, Iran. Utilizing an exploratory, mixed-methods research design, this study was thus performed in accordance with inductive-deductive reasoning. The statistical population comprised of the university professors and managers of the sports stores in Yazd Province, Iran, selected by snowball sampling until theoretical saturation occurred (N=12). The data collection tools included interviews and questionnaires. During the qualitative phase, the main categories (themes) and subcategories (subthemes) of the guerrilla marketing tools were initially isolated using thematic analysis. Afterward, the given tools were prioritized with the fuzzy Delphi method. Ultimately, the impact of the guerrilla marketing tools on attracting the customers of sports stores was simulated in the quantitative phase, through agent-based modeling. The data analysis was carried out during the qualitative phase via MAXQDA 20 and Microsoft Excel, and that was completed in the quantitative phase by the use of AnyLogic. With reference to the study results, 36 primary codes, eight subcategories (sub-themes), and four main categories (themes), namely, cultural tools, human tools, technology tools, and customer attraction tools were identified, and then the cultural tools were acknowledged as the most effective ones. Besides, the simulation results demonstrated that the proposed model could provide the proper estimate of the future of attracting the customers of sports stores in Yazd Province, Iran. Along with the study results, the managers of sports stores are suggested to reflect on the guerrilla marketing tools identified here in order to attract more customers.

In order to survive, sports facilities need customers to return The influence of social investment on the ‎affection for the location. The objective of the present investigation was to examine the influence of social investment on the ‎affection for the location according to the mediating role of commitment to sport places among ‎customers of watery places in north of Tehran. The method of this investigation is of descriptive-‎correlative type and its statistical society is formed by the customers of watery places in north of ‎Tehran. Due to specificity of the statistical society, the sample volume was considered 384 people. In ‎order to analyze the data and the relation between the variables, Smart PLS 3 software was used. ‎Findings represent that the social investment has a meaningful influence on sport places and affection ‎for the location respectively. Commitment to sport places also influences on affection to the location. ‎Also, commitment to sport places plays a mediating role between the variables of social investment ‎and affection for the location. It was also found that the components of commitment to sports venues, apart from the normative component, have the ability to explain attachment to the place, in between, the continuous component had the highest and the emotional component had the lowest effect. Based on findings, it is determined that although social investment has ‎the ability to anticipate affection for the location significantly; But understanding this mechanism and ‎achieving the affection for the location require paying attention to the commitment to the sport ‎places.‎

The purpose of this study was to Investigating the role of the four temperaments of sportswear customers on Impulse purchase behavior. The research method was descriptive-correlational and in terms of purpose, it was an application that was performed in the field and the users of sportswear were the statistical population. 556 people who were randomly selected answered the standard six-item instant purchase questionnaire of Sarah et al (2021). And the twenty-six-item temperament questionnaire of Sheikh Roshandel et al (2015). Formal and content validity was confirmed by several professors and PhD students in management. Also, the reliability of the questionnaire was estimated to be favorable. The results of analysis of variance showed that there is a significant difference between the four temperaments of people in terms of instant buying behavior. According to the results, it is suggested that store managers increase their chances of immediate purchase by considering the mood of customers.

The purpose of this study is to provide a model of loyalty to new customers with a history of sports and entertainment complexes in Isfahan. The method of conducting this research was causal-comparative and in the classification of research according to the purpose, this research is placed in the category of applied research. The statistical population included customers using the services of sports and recreation complexes in Isfahan. According to Morgan's table, the maximum sample size of 384 people was selected. The questionnaire used in this study had 5 sections including personal information, service quality questionnaire, customer satisfaction, customer loyalty and return questionnaire. In this study, descriptive statistical methods including central tendency indices and dispersion indices and inferential statistical methods including Pearson correlation and structural equations at the alpha level of 0.05 were used. SPSS22 software was used for data analysis and AMOS22 software was used for structural equation modeling. The results showed that there is a significant causal relationship between perceived service quality with satisfaction and willingness to return in both groups of new and experienced customers. Loyalty also plays a more effective role in the tendency of new customers to return. Finally, the communication model of perceived quality of sports services, satisfaction, willingness to return and loyalty of new and experienced customers of Isfahan sports entertainment complexes has a good fit. It seems that all groups of customers, both new and experienced, should be considered by club owners, and improving the quality of service and satisfaction are the main goals of club managers. Also, due to the greater impact of loyalty on the repurchase of clubs in new customers than experienced customers, special attention should be paid to creating satisfaction by improving the quality of service to new customers.

The purpose of this study was to investigate the relationship dimensions green marketing and subcategories producers' ethical standards with customer loyalty of sports products. The research method was descriptive and correlational. The statistical sample of the present study included 357 customers of sports stores in the northern provinces of Iran that were selected randomly. For collect data, Habibi Saravi Green Marketing Knowledge Questionnaire (2016), Consumer Loyalty Questionnaire for Rasoul Abadi Sport Products (2015), and Sidney and Pure Rage Ethical Criteria Questionnaire (2015) with Likert five-point scale were used. Data were analyzed usingPearson correlation test & regression analysis using SPSS22 software at α≥0.05. The results showed that there is a relationship between green marketing and ethical standards of sporting goods manufacturers. There is a relationship between manufacturers ethical standards and customer loyalty to sports products. There is a relationship between the components of green marketing (green product, green advertising, green price, green product style and green product quality) with customer loyalty of sports products. The results of regression analysis showed that green marketing (β=0.44) and perception of producers' ethical standards (β=0.19) can predict customer loyalty changes in sports products. It is suggested that companies that produce sports products adopt comprehensive strategies for marketing green sports products in the target markets and introduce environmentally friendly products.

Abstract The purpose of this study was to survey the relationship between the endorsement of famous athletes with brand loyalty in customers of non-sporting goods. this descriptive study was a correlational and purposeful type. The statistical population of the study is buyers of sporting and non-sport products endorsed by Ali Daei (including Karmikhan Office). Given the uncertainty in the size of the population, the sample size was determined by the Cochran formula of 207 people. The data gathering tool was Brian Stein and Zhang (2005), and consumer literacy standard questionnaire. Brandy (2006). To analyze the findings, descriptive statistics indices such as frequency, mean and for inferential statistics of the Kolomograf Smirnov test to determine the natural distribution of the scores and to assess the relationship between the variables under Pearson correlation coefficient were used for SPSS software. Amos software was also used to design the research communication model. Pearson correlation test results showed, there was a positive correlation between the ability to be a star, a loving personality, a source of Attractiveness and professional honesty ("Ali Daei") and loyalty to the brand of products (p ≤ 0.01). But there was no correlation between the confirmation personality type (Ali Daei) and the loyalty to the brand of products (p≤ 0.01).

The present research is descriptive-applied in terms of methodology. The statistical population of the present study included all customers of Baharestan Passage sports stores in Tabriz who bought sports products at the time of the research. The statistical sample was selected through Cochran's table of 384 customers and finally 380 questionnaires were returned completely and legibly and reviewed. The research tool is a researcher-made questionnaire which was prepared in the form of 7 factors of 26 questions based on the study of comprehensive sources. In order to determine the validity of the questionnaire, 12 professors of sports management were used and the desired corrections were made. In order to assess the reliability of the questionnaire, the Cronbach's alpha coefficient of 0.87 was obtained and accepted. The results showed that from the perspective of sports shop customers, 7 factors were identified as factors of sports shop customers' satisfaction. Finally, the values ​​of factor loads showed that due to the inadequacy of validity, 12 items of the questionnaire were omitted in the analysis of the final research model. Also, the main fit indicators showed that the model has a good fit and the model of customer satisfaction of sports stores was designed, which is in line with the proposed conceptual model.

The Survival of the sports shops depends on attracting and maintaining a sufficient number of customers. The recognition of the reasons for attracting and switching customers is very important. The purpose of this study was to introduce a structural model for customers switching from sports shops. The research method was descriptive-survey. The statistical population of this research was the customers of Tehran sports shops, who bought from the region of Moniriyeh. Among which 337 individuals were selected with a simple random method based on the Morgan's table. The standard questionnaire designed by Emadi et al (2014) was used to collect data. The content validity of the questionnaire was approved by ten sports management experts. In a pilot study to calculate the reliability of the questionnaire 30 questionnaires were distributed and Cronbach's alpha of 0.93 was obtained. The data were analyzed using SPSS and AMOS software. The results showed that the functional dimension of the factor load of 0.87، the indifference dimensions with the factor load of 0.85, the basic dimension of the factor load of 0.68, and the motivational dimension with the factor load of 0.59 had the most effect on customers switching. Also, in the fundamental aspect, poor quality of the goods of the shop with the factor load of 0.82; in functional dimension, the lack of convenient and convenient access to the store with the factor load of 0.94; in the motivational dimension, unreasonable price of the goods of the shop with the factor load of 0.86 and in the indifferent dimension, Inappropriate advertising for the store in the city with the factor load of 0.87 were the most important component of customer loss from sports shops. Overall, we conclude that managers must always understand the factors affecting their customer switching and try to reduce them in order to compete with other competitors to achieve competitive advantage and have more loyal customers.

Based on the conceptual framework of Aaker’s brand equity model, the purpose of this study was to measure customer-centered brand equity in the imported sports apparel market (Adidas) in Iran. The present study is an applied research and of a descriptive-survey type. Customers referring to and purchasing from the official representatives of Adidas in Tehran were defined as the target population. Using random sampling, 404 questionnaires were completed by customers. The questionnaire was previously employed by Tong and Hawley (2009) and its reliability and validity was confirmed for this study. Data were analyzed using Structural Equation Modeling (SEM). The results showed that brand associations and brand loyalty were influencial factors on brand equity. The findings of this study showed that in order to build and make customer-centered brand equity, marketing managers and branding planners in Adidas sport apparel brand must primarily focus on building customer loyalty and enhancing brand image in their products. Future research can contribute to the development of literature in sport apparel industry and enhancement of its applied principles by evaluating factors affecting brand associations and brand loyalty.

The main objective of the study was to investigate the impact of Internet advertisement on Use of services for Gym in Tehran. The current study was descriptive and functional that was done as a field survey. The study population included all users of sports and fitness centers in Tehran that cluster sampling method is used. For measuring Internet advertisement, and Use of services, the questionnaire designed by the research group was used. Face and content validity was confirmed by academic experts and Cronbach's alpha coefficient showed acceptable reliability to the research questions. Data were analyzed using structural equation modeling with LISREL 8.80 software. Structural equation analysis on the proposed model showed that the model fit was good and acceptable. Given that one of the ways to attract customers is through advertising in the Internet, the findings of this study indicate Bodybuilding Clubs to change customers' attitudes and purchase of the Clubs should pay the most attention in the mass media to advertise their is.

The aim of this study was to model the tangible factors of service quality and behavioral intentions of customers. The method was descriptive - survey. The sample consisted of 193 customers of the bodybuilding clubs in Tehran Municipality. 2 researcher-made questionnaires (44 and 9 items) were used. Their validity was confirmed by 5 sport management professors and their reliability was calculated as 0.944 and 0.872 (P

The aim of this study was to provide a model the effect of service quality on customer satisfaction and loyalty and to promote brand strategic position of the private clubs. This study was application, descriptive in terms of strategy and a survey. The data were collected by field method using a questionnaire. The population consisted of all customers of Isfahan private clubs (5 years of membership) in 2016 (N=750). 254 subjects were selected as sample by Cochran formula. To collect data, Service Quality Questionnaire (Mahmudi, 2016),Customer Satisfaction (Malekakhlagh, 2011) and Promoted Brand Strategic Position Questionnaire (Ghavami, 2016) were used.Face and content validity of these questionnaires were confirmed by professionals while their reliability was calculated by Cronbach's alpha (respectively 0.90, 0.91, 0.92). Path analysis of structural equation was used to analyze data.The results showed that service quality had an effect on customer satisfaction and loyalty and the promotion of brand strategic position. The implementation of models of measuring the effect of strategies of service quality on customer satisfaction and loyalty and promotion of brand strategic position of private clubs showed good fit and confirmed the conceptual model of the study.Therefore, it is recommended that the club managers should consider those services tailored to the interests and demands of customers to promote brand position in the competitive market.

The current study aimed to prioritize and rank factors affecting famous athletes’ endorsement of sports products from customers’ points of view. The statistical population of the study consisted of all female and male customers in Shiraz buying Majid’s products endorsed by Ali Karimi. Considering the uncertain size of the statistical population, we determined the size of the sample through Cochran formula (N=185). Data collection instrument was Braunstein & Zhang’s endorsement questionnaire (2005), face and content validity of which were already verified by Rasuli et al. (2014) and its reliability was measured using Cronbach alpha (α=0.927). To analyze data, we employed descriptive statistics such as mean and standard deviation as well as inferential statistics like confirmatory factor analysis using LISREL, factor analysis-Varimax rotation and Friedman test. The results showed that among all components, likeable personality had the greatest importance with a load factor of 0.906 and components such as professional trustworthiness, source attractiveness, character style and the star power with a load factor of 0.705 had the least importance. Thus, identifying factors affecting customers’ purchase intention through athletic endorsement is of paramount importance for industrial organizations’ managers and athletes in order to invest and focus on them to attract more customers.

The aim of this study was to model pool managers’ social capital in terms of customer loyalty. The statistical population of this study was all managers of public and private pools in the city of Mashhad (N=150) as well as the customers of those pools. Based on Morgan table, 108 and 384 people were selected from pool managers and clients, respectively, through random cluster sampling from 12 out of 50 pools in the city of Mashhad. Results showed that between social capital and customer loyalty in Mashhad significant positive correlation between public and private pools there. A significant positive relationship was found between components of capital (structural, cognitive, and communication) and customer loyalty. However, the results of the regression analysis revealed that only the cognitive capital is qualified as a predictor of customer loyalty. The path analysis indicate that the structural model of managers’ social capital has significant effect on customer loyalty.

The aim of this study was to design a model of the effect of market orientation on customer loyalty given service quality mediating variable. The study was application in terms of aims and data collection was descriptive survey. The statistical population consisted of customers and staff of water parks in Iran. 230 staff and 250 customers of 6 water parks in Iran were selected by stratified random sampling method. A questionnaire with confirmed content and face validity and reliability=0.79, interviews, observations and library study were used to collect data. For data analysis, SEM method with AMOS 18 and SPSS 22 were used. Findings showed that all values of fit indexes in the model were accepted and the model fit was confirmed. Result showed that market orientation had no direct and significant effect on customer loyalty, but it had a significant effect on service quality. In addition, service quality can play a mediating role in the relationship between market orientation and customer loyalty. Water parks managers are recommended to design marketing strategies in accordance with the goals and pay specific attention to service quality and its improvement.

The aim of this study was to investigate the effect of sports brand (Adidas) advertising on electroencephalographic changes of customers in neuromarketing. In this applied and quasi-experimental study, the statistical population consisted of 40 students of University of Tabriz including athletes and non-athletes who were interested / not interested in the Adidas brand, all right-handed, age range 20-35, with no record of disease / surgery in their head and skull. ProComp 2 was used to collect data. The general model of the study consisted of 4 main steps: to select subjects; to observe and record the brainwave activity of subjects before watching the ad; to record their brainwave activity while watching the ads; to record their brainwave activity after watching the ad. Data were turned to quantitative data using the BioGraph Infiniti software and 16spss. Data were analyzed using analysis of variance with repeated measures and the approach of Wilks Lambda. Results showed a difference in mean frequency activity of delta, theta, alpha and beta in all four groups before, during and after watching the ads. So, the chance of reaching ad goals in sport section can be facilitated in the country by creating a better and comprehensive understanding of consumers and developing a knowledge base in this area.

The current study was aimed to standardize (reliability and validity evaluation) Persian version of customers’ satisfaction questionnaire. The statistical population of the study consisted of all customers of aerobic and bodybuilding clubs in Tehran who had a minimally 6- months record of joining these clubs (N=100000). Using Morgan’ table, 417 customers, through cluster sampling, were selected as the sample of this study. Data were collected through Yi Chin Liu (2008) questionnaire which included the following five factors: club appearance,attendants,convenience, promotion, facilities. The questionnaire scoring system employed Likert 1 to 5 scale (from 1 completely unsatisfied to 5 completely satisfied). Persian version of the questionnaire was verified and subsequently its cultural and conceptual validity was confirmed by specialist professors in sport marketing domain. Reliability of the questionnaire was calculated using Cronbach's Alpha coefficient (a=0.90). After that, Cronbach's alpha was used as measure of internal consistency, Bartlett's Sphericity test and the KMO index were adopted as measure of sampling adequacy and confirmatory factor analysis (CFA) was used for construct validity of the questionnaire. These analyses were performed by SPSS and Lisrel. The findings related to construct validity were based on T-value and correlation among variables. They showed that all questions had significant relationship with factors and were good estimators of their related factors. Moreover, values of =4.73, RMSEA=0.076, NNFL=0.91, AGFL=0.92 and PGFL=0.95 confirmed statistical model’s goodness of fit. Thus construct validity of data collection measure was in turn confirmed.

In today's challenging environment, managers emphasize sustainable and profitable relationships with customers. Moreover, the issue of customer's behavioral intentions (like loyalty) and the identification of the effective factors have a double significance. The aim of this study was to investigate the role and relationship of the management of servicescape and service infrastructures with behavioral intentions of customers. The study was a descriptive survey. The statistical sample consisted of 200 users of the services offered at the National Gas Company sport complexes in 2013. A researcher-made questionnaire with 59 items was used in this study. The reliability of this questionnaire was 0.96 (P<0.01). In the fit model with 8 factors which showed a good consistency with the current models, customer's involvement, servicescape and employees were independent factors; waiting time, service quality, value and satisfaction were the related factors and the behavioral intentions was the answer factor of the model. Also, the managers should notice the bivariate correlations of the factors. Customer's involvement was the key factor that affected customer's satisfaction and loyalty. Service quality, servicescape, employees and customer's satisfaction were important factors, but value must receive more attention.