Sayyed Moslem Alavi; Maryam Rahimzadeh
Volume 4, Issue 3 , February 2016, , Pages 53-65
Abstract
Constant changes in customer needs and the increase of competition in industry lead companies to have a distinct definition of their customer needs and categorize them to plan and undertake satisfactory activities. Sport industry cannot be an exception and because of its main role in mental and physical ...
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Constant changes in customer needs and the increase of competition in industry lead companies to have a distinct definition of their customer needs and categorize them to plan and undertake satisfactory activities. Sport industry cannot be an exception and because of its main role in mental and physical health of society, this identification and subsequently categorization of customer needs can differentiate the clubs and may attract more customers and consequently lead to more healthy individuals. Based on this issue and in order to identify and categorize customer needs, a set of data is gathered in sport club of Narjes Shiraz using researcher made questionnaire among 280 customers. To test the validity of questionnaire, face approach is applied. Reliability test consists of two approaches including alpha cronbach (78%) and split half approach (71%). Data analysis is performed through three approaches including freedman test, Mann Whitney and kruskal Wallis tests. In addition, two distinct approaches of Kano model including maximum frequency and best and worst attributes are implemented. Based on findings, customer needs fall into four categories and the highest effect on customer satisfaction belongs to club availability for customer. On the other hand, there are differences among customers with different demography towards needs importance
Seyed Moslem Alavai; Mehdi Najafi Siahroodi
Volume 3, Issue 1 , August 2014, , Pages 23-36
Abstract
Nowadays, maintaining the large share of competitive market not only requires loyal customers but also advocators who consistently can advocate the brand and improve the brand image in other’s mind through positive word of mouth (PWOM). One of the factors influencing customer loyalty and advocacy ...
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Nowadays, maintaining the large share of competitive market not only requires loyal customers but also advocators who consistently can advocate the brand and improve the brand image in other’s mind through positive word of mouth (PWOM). One of the factors influencing customer loyalty and advocacy is the kind of sense literally called "brand love". Regarding to this issue in current survey, the effect of brand love on brand advocacy and PWOM through brand loyalty is investigated. Malavan Anzali football club fans are chosen as Statistical population and 329 questionnaires are distributed using non probability sampling method. To test the validity of questionnaires, two approaches including face validity and content validity are considered while for testing the reliability two approaches consisting of cronbach alpha (0.92) and split half approach (0.89) are applied. Results show that sport brand loyalty has mediated the relationship between sport brand love and sport brand advocacy while it has not mediated the relationship between sport brand love and customer PWOM. Regarding to these findings and to utilize of sport brand advocacy, using some kinds of loyalty programs can increase customer loyalty. On the other side, it's better to use another tools rather than loyalty programs to promote customer WOM.
