تاثیر خلق تجربه از طریق محرک‌های حسی در باشگاه‌های بدن‌سازی بر ارزش درک شده، قدرت برند و تبلیغات دهان به دهان مشتریان

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.

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