mohammad Pourkiani; mohammadreza Boroumand; Ali Afrouzeh; mohammad sadegh afroozeh
Abstract
Nowadays, with a growing number of services and raising the access level to information and distribution channels, customers show more flexibility in decision-making. Due to intense competition in service industries such as Gyms, managers of these centers need to take new approaches to attract and retain ...
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Nowadays, with a growing number of services and raising the access level to information and distribution channels, customers show more flexibility in decision-making. Due to intense competition in service industries such as Gyms, managers of these centers need to take new approaches to attract and retain customers. Accordingly, this research aims to investigate the impact of experience creation through sensory stimuli in gyms on perceived value, brand strength, and word-of-mouth advertising.This research is applied in terms of purpose and is descriptive-correlational in terms of data collection. The sample consisted of 215 customers of luxury gyms in Tehran selected through purposive sampling. The main data collection tool was a questionnaire composed of Semi self-made and pre-existing questions. The questionnaires used include sensory stimuli scale (Hosseini et al., 2017), brand experience scale (Brakus et al., 2009), perceived value scale (Wiedmann et al., 2018), brand strength scale (Wymer., 2013), satisfaction scale (Chung et al., 2005), and word-of-mouth advertising scale (Helgesen & Nesset, 2007). Finally, structural equation modeling was applied using Smart PLS 3 software to identify the interactions between the variables.The results indicated that sensory stimuli lead to brand experience creation, and this path leads to customers’ perceived value. Furthermore, perceived value leads to brand strength and ultimately to positive word-of-mouse advertising.
Seyed Mohammad Hosein Razavi; Seyed Mohammad Niazi; Mohammad Reza Boroumand Dolagh
Volume 3, Issue 1 , August 2014, , Pages 49-60
Abstract
The purpose of this study was to design and develop a strategy for the development of sport in Mashhad. The population was all faculty members in Mashhad (42 men &38 women). As the entire small statistical sample, were considered.For data collection, a questionnaire was designed, its validity and ...
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The purpose of this study was to design and develop a strategy for the development of sport in Mashhad. The population was all faculty members in Mashhad (42 men &38 women). As the entire small statistical sample, were considered.For data collection, a questionnaire was designed, its validity and its reliability were confirmed by several expert teachers and using Cronbach's alpha (87%) respectively. The questionnaire included 47 questions ranked surveying the strengths, weaknesses and threats sport for the city of Mashhad. Data were analyzed using descriptive statistics and Friedman test. After analyzing the strengths, weaknesses, opportunities, and threats of internal and external factors evaluation matrix for each sport, It was evident that mashhad sport is located in WT position Defensive strategy that should be used to modify or abandon. Finally, based on the analysis of strategic management strategic plan designed to develop the sport in physical education in Mashhad will included a statement of vision, mission, goals, and long-term, strategic and operational plans of the sport
