Identification of Value Proposition Factors for the Customers of Entertainment and Sports Complexes in Tehran

The purpose of the current research was to identify the value proposition factors of the customers of entertainment and sports complexes in Tehran.

The research method is qualitative (data-based theory). The statistical population of the present study included coaches, personnel and customers of entertainment and sports complexes in Tehran, as well as academic experts. The sampling method was purposeful and snowball technique. The research tool was an interview that was conducted with 59 people. The validity of the research tool (interview) was examined and confirmed by the interviewees and then the expert professors, and the intra-subject agreement method was used to measure the reliability, and according to this method, the reliability value was equal to 0.87.

In order to analyze the data, the data-based theory method was used. The findings of this research showed that the factors of the value offered to the customers of entertainment and sports complexes in Tehran were categorized in the form of 5 main categories. The categories include: functional value proposition, situational value proposition, emotional value proposition, social value proposition, cognitive value proposition. These 5 items include 25 concepts and 121 agents or open codes.

Based on the findings of this research, we conclude that for the development of entertainment and sports complexes in Tehran, it should be focused on the categories extracted from this research, which can be used to meet the needs of customers through the identification of proposed values. took basic steps.