با همکاری مشترک دانشگاه پیام نور و انجمن مدیریت ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی دانشگاه شهید بهشتی.

2 دانشجوی دکتری مدیریت ورزشی دانشگاه تهران.

3 استادیار مدیریت ورزشی، دانشگاه جهرم.

چکیده

امروزه با رشد تعداد خدمات و همچنین افزایش دسترسی به اطلاعات و کانل‌های توزیع، ‌مشتریان نسبت به گذشته انعطاف بیشتری در تصمیم‌گیری‌هایشان پیدا کرده‌اند. با توجه به رقابت شدید در صنایع خدماتی از جمله باشگاه‌های بدنسازی و تناسب اندام، مدیران این باشگاه‌ها نیاز دائمی به رویکردهای جدیدی برای جذب و حفظ مشتری در این حوزه دارند. لذا هدف این پژوهش تاثیر خلق تجربه از طریق محرک‌های حسی در باشگاه‌های بدنسازی بر ارزش درک شده، قدرت برند و تبلیغات دهان به دهان مشتریان بود. پژوهش حاضر با توجه به هدف کاربردی و از نظر گردآوری داده‌ها جزو پژوهش‌های توصیفی از نوع همبستگی است. حجم نمونه ۲۱۵ نفر از مشتریان باشگاه‌های بدن‌سازی لوکس شهر تهران به صورت هدفمند تعیین شدند. ابزار اصلی گردآوری داده‌ها، پرسشنامه‌ی نیمه محقق-ساخته بود. در این پژوهش از پرسشنامه‌های محرک‌های حسی (حسینی، پورکیانی، افروزه، ۱۳۹۶)، پرسشنامه تجربه (براکوس و همکاران،‌۲۰۰۹)، پرسشنامه ارزش درک شده (ویدمان و همکاران، ۲۰۱۸)، قدرت برند (وایمر و همکاران، ۲۰۱۲)، رضایت (چانگ و همکاران، ۲۰۰۵) و تبلیغات دهان به دهان (همگسن و نکست، ۲۰۰۷) به عنوان پرسشنامه‌های مرجع استفاده شد. در نهایت برای شناسایی اثر متغیرها بر یکدیگر از مدل سازی معادلات ساختاری در نرم افزار پی ال اس ۳ استفاده شد. نتایج نشان داد محرک‌های حسی باعث خلق تجربه برند می‌شود و از این مسیر به ارزش درک شده مشتریان منجر می‌شود.

کلیدواژه‌ها

  •  

     

     

    • Askariyan, F., Akbarzadeh, B. (2016). The Study of Relationship between Sport Brand Perceived Value and Customer’s Repurchase Intention. Sport Management and Development, 5(1), 217-231 (Persian)
    • Benar, N., brakhas, H., karimkhan, F., MORADI, M. (2018). The effect of sensory marketing on customer behavioral intentions through hedonic, place attachment and trust (Case study: Kermanshah Soccer Schools). Journal of Consumer Behavior Studies, 5(1), 21-35. (Persian)
    • Brakus, J.J., B.H. Schmitt, and L. Zarantonello. 2009. Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing 73(3): 52–68
    • Casidy, R., & Wymer, W. (2015). The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22(2), 117-135.
    • Chalip, L. (1992). The construction and use of polysemic structures: Olympic lessons for sport marketing. Journal of Sport Management, 6, 87–98.
    • Chung, K. S., Ryu, D. S., Green, B. C., & Kang, H. M. (2015). The effects of sensory stimuli on motorsports spectators. International Journal of Sports Marketing and Sponsorship, 16(5), 36-55.
    • Christiansen, T., & Tax, S. S. (2000). Measuring word of mouth: the questions of who and when? Journal of marketing communications, 6(3), 185-199.
    • Edvardsson, B., Enquist, B., & Johnston, R. (2005). Cocreating customer value through hyperreality in the prepurchase service experience. Journal of service research, 8(2), 149-161.
    • Esmaeili, M., Kalateh Seifari, M., Zareian, H. (2019). Analysis of affective factors on the status of IRANs Fitness club via qualitative approach. Sport Management Studies, 11(53), 59-82. doi: 10.22089/smrj.2017.3954.1765 (Persian)
    • Fernández-González, A. J., & Carlos Prado Prado, J. (2007). Measurement and analysis of customer satisfaction: company practices in Spain and Portugal. International Journal of Productivity and Performance Management, 56(5/6), 500-517.
    • Geisser, S. (1974). A Predictive Approach to the Random Effects Model, Biometrika, 61(1): 101-107.
    • Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410.
    • Glynn Mangold, W., Miller, F., & Brockway, G. R. (1999). Word-of-mouth communication in the service marketplace. Journal of services Marketing, 13(1), 73-89.
    • Gupta, S. and Zeithaml, V. (2006) Customer metrics and their impact on financial performance. Marketing Science 25 (6): 718–739.
    • Helgesen, Ø. and Nesset, E. (2007) Images, satisfaction and antecedents: Drivers of student loyalty? A case

    study of a Norwegian university college. Corporate Reputation Review 10(1): 38–59

    • Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, G. T. M., and Calantone, R. J. 2014. "Common Beliefs and Reality about Partial Least Squares: Comments on Rönkkö & Evermann (2013)." Organizational Research Methods 17 (2): 182-209.
    • Hennigs, N., Wiedmann, K. P., Behrens, S., & Klarmann, C. (2013). Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength. Journal of Brand Management, 20(8), 705-715.
    • Holbrook, M.B. 2006. Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of Business Research 59(6): 714–725.
    • S.E, Pourkiani. M, Afroozeh.A (2017). The Effect of Sensory Marketing Dimensions on New Service Development in Gym Clubs. 3. 2017; 4 (15) :69-80 http://ntsmj.issma.ir/article-1-866-en.html (persian)
    • Hu, L.-T., & Bentler, P. (1995). Evaluating model fit. In R. H. Hoyle (Ed.), Structural Equation Modeling. Concepts, Issues, and Applications (pp. 76-99). London: Sage.
    • Hui, M. K., & Bateson, J. E. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of consumer research, 18(2), 174-184.
    • Hulte´n, B. 2011. Sensory marketing: The multi-sensory brandexperience concept. European Business Review 23(3): 256–273.
    • k, H., t, A., h, B. (2016). Prediction of Costumers' Loyalty and Word of Mouth Advertising by Components of Satisfaction in Sport Clubs: A Study of Zanjan Bodybuilding Clubs. Journal of Sport Management, 8(4), 605-618. doi: 10.22059/jsm.2016.59544 (Persian)
    • Khabiri, M., Mohammadi, R., Sadeghi, R. (2013). The Investigation of Effective Factors on Customers of Bodybuilding Clubs Involvement in Word of Mouth Communication. Applied Research of Sport Management, 1(4), 79-86. (Persian)
    • Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of consumer psychology, 22(3), 332-351.
    • Lee, Y. L., Pan, L. Y., Hsu, C. H., & Lee, D. C. (2019). Exploring the Sustainability Correlation of Value Co-Creation and Customer Loyalty-A Case Study of Fitness Clubs. Sustainability, 11(1), 97.
    • Liégeois, M., & Rivera, C. (2011). Sensory marketing on the natural cosmetics market: The impact on generation X and generation Y. (Bachelor dissertation). School of Business an Engineering, Halmstad University, Sweden.
    • Lin, K. M., Chang, C. M., Lin, Z. P., Tseng, M. L., & Lan, L. W. (2009). Application of experiential marketing strategy to identify factors affecting guests’ leisure behaviour in Taiwan hot-spring hotel. WSEAS transactions on business and economics, 6(5), 229-240.
    • Lindstrom, M. (2005). Broad sensory branding. Journal of Product & Brand Management, 14(2), 84-87.
    • Maghnati, F., Ling, K. C., & Nasermoadeli, A. (2012). Exploring the relationship between experiential marketing and experiential value in the smartphone industry. International Business Research, 5(11), 169.
    • Mathwick, C., N. Malhotra, and E. Rigdon. 2001. Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing 77(1): 3–56.
    • Mirzaei, J., Hosseini, S. (2017). The Effect of Sensory Marketing on Customer Satisfaction, Trust and Loyalty to Sports Brands. Journal of Sport Management, 9(3), 549-564. doi: 10.22059/jsm.2017.64749 (Persian)
    • Myerscough, S., Lowe, B., & Alpert, F. (2008). Willingness to provide personal information online: The role of perceived privacy risk, privacy statements and brand strength. Journal of Website Promotion2(1-2), 115-140.
    • Napoli, J. (2006) The impact of nonprofit brand orientation on organizational performance. Journal of Marketing Management 22(7/8): 673–694.
    • Oly Ndubisi, N., & Kok Wah, C. (2005). Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction. International journal of bank marketing, 23(7), 542-557.
    • Payne, A. (1994). Relationship marketing–making the customer count. Managing Service Quality: An International Journal, 4(6), 29-31.
    • Sam, T., & Dhanya, A. (2012). Impact of product quality, service quality and contextual experience on customer perceived value and future buying intentions.
    • Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal (Former Series), 10(2), 10-16.
    • Schmitt, B. 2009. The concept of brand experience. Journal of Brand Management 16(7): 417–419.
    • Smilansky, S. (2017). Experiential marketing: A practical guide to interactive brand experiences. Kogan Page Publishers.
    • Smith, A. M., Fischbacher, M., Wilson, F. A. (2007). “New service development: from
      panoramas to precision”. European Management Journal, 25(5), pp: 370-38
    • Soars, B. (2009). Driving sales through shoppers' sense of sound, sight, smell and touch. International Journal of Retail & Distribution Management, 37(3), 286-298.
    • Srivastava, R.K. (2008). “How Experiential Marketing can be used to build Brands –A Case Study of Two Specialty Stores”. Journal of Innovative Marketing. Vol. 4, No.2, PP: 70-76
    • Stevens, J. P. Applied multivariate statistics for the social sciences, 4th (Eds), Mahwah, NJ: Lawrence Erlbaum Associates. 2002
    • Stone, M. (1974). Cross-Validatory Choice and Assessment of Statistical Predictions, Journal of the Royal Statistical Society, 36(2): pp 111-147.
    • Suh, J.C. and Youjae, Y. (2006) When brand attitudes affect the customer satisfaction-loyalty relation: The moderating role of product involvement. Journal of Consumer Psychology 16(2): 145–155.
    • Tsai, S. P. (2005). Integrated marketing as management of holistic consumer experience. Business Horizons, 48(5), 431-441.
    • Vinzi, V. E., Trinchera, L., and Amato, S. (2010b). Pls path modeling: from founda-tions to recent developments and open issues for model assessment and improve-ment. InHandbook of partial least squares, pages 47–82. Springer
    • Walter, U., Edvardsson, B., & Öström, Å. (2010). Drivers of customers' service experiences: a study in the restaurant industry. Managing Service Quality: An International Journal, 20(3), 236-258.
    • Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2016). Soothe your senses: A multisensory approach to customer experience management and value creation in luxury tourism. European Business Review, January-February, 2016, 50-55.
    • Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101-118.
    • Wymer, W. (2013) Deconstructing the brand nomological network. International Review on Public and Nonprofit Marketing 10(1): 1–12.
    • Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17(7), 532-540.
    • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.