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.
Amin Rashid Lamir; Amir Montazeri; Samira Feizi
Volume 7, Issue 1 , June 2018, , Pages 57-68
Abstract
The purpose of this study was to investigate the role of team identification in fans loyalty of Iranian Football Premier League via structural equation modeling. The research method was descriptive-correlation. The statistical population of the study included all fans over 18 years old in the 16 th. ...
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The purpose of this study was to investigate the role of team identification in fans loyalty of Iranian Football Premier League via structural equation modeling. The research method was descriptive-correlation. The statistical population of the study included all fans over 18 years old in the 16 th. Premier League in 2016/17 season. 640 questionnaires were analyzed as statistical sample. Heer and et al (2011) questionnaire was used to measure team identification and Gladen and Funk (2001), and Iwasaki and Havitz (2004) questionnaires were used to measure attitudinal loyalty and behavioral loyalty respectively.After confirming the face and content validity of questionnaires, the reliability of team identification and loyalty questionnaires confirmed via Cronbach’s alpha coefficient in a pilot study.Structural equation modeling were used to analyze data . Structural equation model analysis showed that team identification has positive and significant effect on fans loyalty.So, it is recommended to sport managers to consider the issues such as acknowledgments the fans and trust building in fans in order to create and enhance the fans loyalty.
Hasan Pour soltani zarandi
Volume 3, Issue 3 , March 2015, , Pages 77-84
Abstract
This study aims to determine questionnaire validity and reliability of customer loyalty in sport. Thestatistical population of this study was the pools and private clients in Mashhad unlimited numberformed. Using a sample of 382 persons was determined through Cochran formula and were selectedrandomly. ...
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This study aims to determine questionnaire validity and reliability of customer loyalty in sport. Thestatistical population of this study was the pools and private clients in Mashhad unlimited numberformed. Using a sample of 382 persons was determined through Cochran formula and were selectedrandomly. Measurement Instrument was a questionnaire of 8 questions of customer loyalty Lee (2008)included 2 subscales (behavioral and attitude). Methods of structural equation has been implemented inthe field. Validity of questionnaire was accepted after translating by professors of sport management andspecialists. Statistical methods were descriptional indexes for describing data, Cronbach`s alpha fordetermining validity, analysis of an accepting factor to determine the validity. Analytical results showed(α =0.86) reliability for loyalty questionnaire. All factors had a significant relationship with conceptloyalty in reliability of Structure, the amount of relationship and T-value. X2/df=2.85, RMSEA=0.096indexes and NFI=0.93, NNFI=0.94, CFI=0.96, IFI=0.96, RFI=0.90 and GFI=0.94 also confirmedappropriateness of models. Also, the results about the relationships of factors with the meaning of loyaltyshowed that all factors could be a good predictor for the concept of loyalty, finally internal and externalvalidity of customer loyalty model was accepted.