sports marketing
Mahdi Zarif; Hassan Fahim Devin; Hossin Peymanizad; Mohammad Reza Esmaeilzadeh Ghandehari
Abstract
Aquatic parks have always been welcomed by the community in leisure time. The purpose of this study was to examining the model of internal and external factors affecting the satisfaction and loyalty of customers of recreational-sports services. The present research was applied research, in terms of analytical, ...
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Aquatic parks have always been welcomed by the community in leisure time. The purpose of this study was to examining the model of internal and external factors affecting the satisfaction and loyalty of customers of recreational-sports services. The present research was applied research, in terms of analytical, descriptive-correlational method. The statistical population included all customers of aquatic parks in the country. The sample size was considered to be simple random using Morgan's table formula for the unlimited population. Data were collected through researcher-made questionnaire to measure internal and external factors affecting customers’ satisfaction and loyalty on a 5-point Likert scale. Descriptive statistics and inferential statistics were used to analyze the data. The results of examining the relationships between the observed variables and the current variable showed that the structure of the tool is suitable for testing the model. Also, the Findings of the research showed that internal and external factors model affecting customers’ satisfaction and loyalty of recreation- sport service has a strong and good fit. According to the results of the research and considering the effective internal and external factors, Aquatic parks managers can take steps to increase the level of satisfaction and loyalty of their customers.
