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Customer repeats attendance practices in sports clubs: customer loyalty monitoring | ||
| Sports Business Journal | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 09 شهریور 1403 اصل مقاله (661.3 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22051/sbj.2024.47124.1156 | ||
| نویسندگان | ||
| Farhad Ebrahimi1؛ Zahra Sadat Mirzazadeh2؛ Samad Laal Bazri3؛ Mahdi Talebpour* 4 | ||
| 1PhD Candidate of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran. | ||
| 2Assistant Professor of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran. | ||
| 3PhD Candidate of Sport Management, faculty of sport sciences, Ferdowsi University of Mashad, Mashad, Iran. | ||
| 4Professor of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran. | ||
| چکیده | ||
| Purpose: The current research aims to investigate the ways customers return to sports clubs by monitoring customer loyalty. Methodology: The population and statistical sample consisted of 384 customers of sports complexes in Sanandaj, who were randomly selected in a cluster. The measurement tools included questionnaires of functional service quality, technical quality, relationship quality, and customer and future attendance intention. The research method was descriptive correlation and in terms of collecting field information, which after verifying the validity of form and content, its reliability was confirmed using Cronbach's alpha test. A structural equation model was used for data analysis. Findings: It can be said that one of the successful ways for any sports complex to maintain customers is to create appropriate service quality, long-term, high-quality relationships and maintain these relationships. Also, customer loyalty, as a deep commitment to repurchasing a product or service, is very valuable for organizations because loyal customers can be very profitable for the organization. Originality: Consumer behavior refers to the set of behavioral reactions that the consumer shows after using the services of the center or organization and one of these reactions is the intention to attend in the future or the intention to buy again from customers. Repurchase intention increases the likelihood of returning customers. | ||
| عنوان مقاله [English] | ||
| شیوه های حضور مجدد مشتریان در باشگاه های ورزشی: پایش وفاداری | ||
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آمار تعداد مشاهده مقاله: 173 تعداد دریافت فایل اصل مقاله: 127 |
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