Pricing strategies of sports service centers (swimming pools, sports clubs, massage centers)

The present study was conducted with the aim of pricing strategies of sportsservice centers (swimming pools, sports clubs, Massage centers). Thisresearch is an exploratory research and was conducted by combined method.The statistical population of the study included sports business managers,sports marketing professors and experts and sports marketing managers whowere examined by the method of snowball to saturation and finallyinterviewed 30 people. The research tool includes a semi-structured interviewand was used to analyze the information of the grounded theory process andthe research items were identified and identified and analyzed through threephases of open coding, categorical coding and axial coding of researchinterviews. . Q-Max Data software was used to analyze the data. The findingsshowed that the final dimensions of sports services pricing in swimming poolsand massage parlors have six dimensions including economic environment,rules, market environment, competitors, product value and cost. It can beconcluded that in pricing for sports services, several factors should beconsidered in what environment and services are provided to customers andhow customers are able to pay for the quality of services and in addition tobeing competitive with competitors, in line with The rules are reasonable andthe price is based on the value of the service and in accordance with the law.