Mahdi Babaei; Abbas Khodayari
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 ...
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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.
Farzaneh Fateh; Saeid Ahar; Farzaneh Moradpour; Masoud Solaimani
Abstract
The aim of this study was to investigate the relationship between service quality and customer satisfaction with customer loyalty in Mashhad's billiard clubs. The research was a field and of descriptive-correlation type. The statistical population of this study consisted of 2000 people who were customers ...
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The aim of this study was to investigate the relationship between service quality and customer satisfaction with customer loyalty in Mashhad's billiard clubs. The research was a field and of descriptive-correlation type. The statistical population of this study consisted of 2000 people who were customers of billiard clubs in Mashhad and had at least 6 months of membership in the club. Billiard clubs were selected randomly using cluster sampling. The sample size (322 people) was obtained using Morgan’s table. After distributing the questionnaires and sorting the flawed ones out, 273 questionnaires were left. Thus, the statistical analysis was performed on the remaining 273 questionnaires. Chin Liu Questionnaire (2008) was used for data collection. 9 Sport Management professors were then provided with the data to determine its content validity. The instrument reliablity was obtained using Cronbach’s Alpha (α=0.92). Descriptive statistics, Kolmogorov–Smirnov test, Pearson correlation coefficient and simultaneous multivariate regression were used to analyze the demographic characteristics. The findings of the study showed that there is a positive and significant relationship between the variables of service quality, customer satisfaction and customer loyalty. Among the variables of service quality and customer satisfaction, service quality was the strongest predictor of customer loyalty.
Farahnaz Ghasemian; Farzad Ghafouri
Abstract
Any architectural space, especially the school architectural space, should provide favorable conditions to meet the needs of its users and the aesthetic value of the educational environment is used as a factor in protecting the educational environment. The purpose of the present study was to investigate ...
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Any architectural space, especially the school architectural space, should provide favorable conditions to meet the needs of its users and the aesthetic value of the educational environment is used as a factor in protecting the educational environment. The purpose of the present study was to investigate the relationship between architectural elements with students' tendency to physical activity. It was conducted on 400 students (189 female and 211 male) at 10 high schools in Sari, Mazandaran using cluster random sampling. The research tool was designed using a researcher-made questionnaire, which was designed to identify the influential elements of school architecture on students' physical activity, along with Peter Rad et al. (2008) questionnaire. The content validity was evaluated and approved by 15 university professors (physical education and architecture). The reliability coefficient of the questionnaire was estimated by Cronbach's alpha with 80% probability rate and regression analysis was used to analyze the data. Based on the findings of the study, 45% of students’ tendency to physical activity was influenced by the architectural elements of the schools' sports spaces. Therefore, the space design and its consituents play a role in improving the quality of the space and making it suitable for the continuation of man’s desired life.
Mehdi Talebpour; Yaser Ahmadi; Seyed jafar Hosseini
Abstract
The purpose of this study was to explore the purchase behavior of male physical education students toward foreign brand sports shoes available in Iran’s market. The present study is of a descriptive-correction type. The statistical population consisted of all male physical education students of ...
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The purpose of this study was to explore the purchase behavior of male physical education students toward foreign brand sports shoes available in Iran’s market. The present study is of a descriptive-correction type. The statistical population consisted of all male physical education students of Mashhad universities (n=900) of which 270 participants were selected using Cochran’s sample size formula. The sampling method used in this study was proportionate stratified sampling. A questionnaire utilized by Lee et al. (2008) was used for data collection. The validity of the model and the relationship between research variables were approved by Structural Equation Modeling (SEM). The results showed that normative group has a significant impact on consumers’ brand awareness. On the other hand, brand awareness has a positive impact on both emotional value and perceived quality of foreign brand sports shoes. The results also revealed that increased consumer brand awareness leads to an increase in purchase intention. Among the dimensions of the studied brand in this research, both perceived quality and emotional value had significant and positive impact on male physical education students’ purchuse intention toward foreign brand sports shoes, while the impact of emotional value was more than perceived quality.
Sahar Pirjamadi; Alireza Elahi; Mehrdad Moharamzadeh
Abstract
The aim of this study was to compare marketing mix (product, price, place and promotion) of Iranin and foreign clothing in order to investigate the strategy of marketing mix for decreasing the weaknesses of domestic companies. To do this, Zamani’s marketing mix questionnaire (1392) was used. The ...
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The aim of this study was to compare marketing mix (product, price, place and promotion) of Iranin and foreign clothing in order to investigate the strategy of marketing mix for decreasing the weaknesses of domestic companies. To do this, Zamani’s marketing mix questionnaire (1392) was used. The content and face validity of the questionnaire were evaluated by six experts in sports management. And Cronbach's alpha was used to measure the reliability of the questionnaire (0.821). In addition, construct validity of the measurement tool was confirmed using Confirmatory Factor Analysis (CFA). 390 questionnaires were examined using random sampling. Data were analyzed using descriptive and inferential statistics (frequency, mean, Kolmogorov-Smirnov test, independent t-test). The results showed that elements of price, promotion and place in Adidas sports clothing had a higher level from customers’ viewpoint. It can then be concluded that to decrease the weaknesses of domestic sports companies, Majid sports clothing company should pay attention to the elements of price, promotion, and place. And to be successful in market competition, it should also pay attention to some factors such as fixedprice, advertisement, promotion, place method, good appearance of clothing and so on.
Shiva Safari Takei; Bahram Yousefi; Elham Ghasemi Hersini
Abstract
Based on the conceptual framework of Aaker’s brand equity model, the purpose of this study was to measure customer-centered brand equity in the imported sports apparel market (Adidas) in Iran. The present study is an applied research and of a descriptive-survey type. Customers referring to and ...
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Based on the conceptual framework of Aaker’s brand equity model, the purpose of this study was to measure customer-centered brand equity in the imported sports apparel market (Adidas) in Iran. The present study is an applied research and of a descriptive-survey type. Customers referring to and purchasing from the official representatives of Adidas in Tehran were defined as the target population. Using random sampling, 404 questionnaires were completed by customers. The questionnaire was previously employed by Tong and Hawley (2009) and its reliability and validity was confirmed for this study. Data were analyzed using Structural Equation Modeling (SEM). The results showed that brand associations and brand loyalty were influencial factors on brand equity. The findings of this study showed that in order to build and make customer-centered brand equity, marketing managers and branding planners in Adidas sport apparel brand must primarily focus on building customer loyalty and enhancing brand image in their products. Future research can contribute to the development of literature in sport apparel industry and enhancement of its applied principles by evaluating factors affecting brand associations and brand loyalty.
