Nooshin Benar; HamidReza Goharrostami; Hakimeh Mehralitabar
Volume 5, Issue 1 , May 2016, , Pages 153-168
Abstract
Abstract Objective: The purpose of this paper was the comparison of attitude and behavior of customers towards physical fitness services centers in Rasht.. Methodology: This paper was a descriptive survey held as field study. The population included all of the customers of physical fitness service centers ...
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Abstract Objective: The purpose of this paper was the comparison of attitude and behavior of customers towards physical fitness services centers in Rasht.. Methodology: This paper was a descriptive survey held as field study. The population included all of the customers of physical fitness service centers in Rasht which four hundreds of them were selected by cluster sampling. The research tools were five questionnaires including demographic features, sport services quality, customer's satisfaction, customer's loyalty and repurchase intention which are validated by eight management experts and the reliability by Cronbach̓'s alpha test was α=0.96. Results: The results showed that there was significant difference between service quality based on the variables of sex, age, and the length of customer's participation in club (p≤0.05). There was also significant difference between customers loyalty based on the times they were present in clubs. Moreover, there was significant difference between repurchase intention based on the age. Conclusion: In order to achieve satisfaction, permanent loyalty and customers' coming back, the managers of physical fitness services centers can classify customers based on human traits as well as identify their expectations and requirements and offer products regard to their demands.
Mohammad Khabiri; Noshin Benar; Rahim Ramezaninezhad; Esmaeil Malek akhlagh; Anoshirvan Kazemnejad
Volume 1, Issue 1 , April 2012, , Pages 75-86
Abstract
AbstractObjective: The purpose of this study was designing a model of sport sponsorship selection in Iran’s premier league.Methodology: The research method was descriptive and correlative. The statistical population consisted of sponsors who sponsored 9 sport teams in active premier leagues and ...
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AbstractObjective: The purpose of this study was designing a model of sport sponsorship selection in Iran’s premier league.Methodology: The research method was descriptive and correlative. The statistical population consisted of sponsors who sponsored 9 sport teams in active premier leagues and 134 sponsors were selected as samples. Researcher– developed questionnaire with 24 questions was used to collect data. Its content and face validity was confirmed by 15 experts in sport management and sponsorship. Coronbachs Alpha coefficient was used to test the reliability of the questionnaire . Factor Analysis with a varimax rotation was used to analyse the data.Results: Twenty-four variables were classified into four categories of sport nature, sponsor nature, management interests and compatibility degree. Finally, doing a Path analysis, the model of sport sponsorship selection of Iran was developed. Exploratory model indicated that sponsor nature and sport nature factors were independent ones and compatibility degree was as a intermediary factor, with the management interests acting as a response and dependent factor. Among all variables, sport nature has the highest effect on management interests (0.52).Conclution: It is suggested that for increasing sport sponsorship in order to enhance satisfaction of sponsors, the effective and independant factors should be reinforced.Keywords: Sport sponsorship management, Sport marketing, Sport sponsorship selection.
