Document Type : Research Paper
Authors
Abstract
The aim of this study was to investigate the relationship between commercialization and innovation with the future behavior of the customers of aerobics and fitness clubs of Karaj. The present study is a correlation-descriptive research. The statistical population of this study included all male customers of Karaj fitness and aerobic clubs. A sample of 200 individuals was selected using convenience sampling. To collect data, three questionnaires including the commercialization questionnaire of Mansourpour (2014), Wang and Ahmed organizational innovation questionnaire (2004) and Berry’s future behavioral decisions (1996) were used. Using Cronbach's alpha coefficient, the reliability coefficient of the research variables of commercialization, innovation and future behavior of customers were calculated 0.92, 0.84 and 0.88 respectively. Central criteria such as mean and dispersion (standard deviation) were used for data analysis. Pearson correlation coefficient was used to test research hypotheses and multivariate regression method was used to check the predictors of the criterion variable. The results showed that there is a positive and significant relationship between commercialization, innovation and their dimensions with future customer behavior. Commercialization and innovation can predict the future behavior of male customers.
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