Mohammad Sayyadfar; Farshad Tojari; Ali Zarei; Mohammadreza Esmaeili
Volume 15, Issue 34 , September 2016, , Pages 67-77
Abstract
The purpose of the present research is to determine the casual relationship between visual sense and satisfaction and loyalty of swimming pools consumers in Tehran. The method of the present research is an applied one in terms of purpose, and it is a descriptive-correlational research in terms of data ...
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The purpose of the present research is to determine the casual relationship between visual sense and satisfaction and loyalty of swimming pools consumers in Tehran. The method of the present research is an applied one in terms of purpose, and it is a descriptive-correlational research in terms of data collection. The population of the research includes all males and females that have used swimming pools in Tehran in 2014, among which 385 individuals were selected as the sample. The questionnaire of visual senseprepared by the researcher, the questionnaire of satisfaction by Bitner and Hubbert (1994) and the questionnaire of loyalty by Liu (2008) were used in this research. For data analysis, inferential statistics was used. Partial Least Squares (PLS) path modeling was used to test the hypotheses and the model fit. Findings of the research showed that visual senseare significantly related to satisfaction (t=8/ 80؛ p≤0/05)؛ and loyalty(t= 5/ 83؛ p≤0/05)؛and finally, satisfaction is significantly related to the loyalty of consumers(t= 12/ 8؛ p≤0/05). Therefore, according to the results, it is suggested that in addition to establishing intellectual bonds, the swimming pools also establish emotional bonds with customers and attract human senses through sensory experiences. This experience often includes the physical environment with the cues of light, color and decoration that have been demonstrated that strongly affect the consumers and their emotional responses.