Mohammad Sarreshtehdari; mohammad Pourkiani; Farshad emami
Abstract
This present study to identify and prioritize the causes of customer loyalty to Iranian sportswear brand. The research process was conducted in two stages. In the first stage, semi-structured interviews were conducted with a survey of 20 experts, including sports marketing management professors and sports ...
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This present study to identify and prioritize the causes of customer loyalty to Iranian sportswear brand. The research process was conducted in two stages. In the first stage, semi-structured interviews were conducted with a survey of 20 experts, including sports marketing management professors and sports apparel manufacturers, in which 7 indicators were identified. In the second step, the weighting of the identified indices using Expert choice software is discussed. To ensure the validity and reliability of the collected data, the interviewing method was used. The results showed that the most important components were price component with relative weight 0.321, design and fashion 0.258, product quality 0.159, service quality 0.109, advertising 0.70, store environment 0.046 and brand weighs 0.037. According to the results of the research, it can be stated that the price component are the most important factors of loyalty, which results from the cost-effectiveness and then quality of the goods to the consumers.
amirhirad awarsaji; bagher morsal; Ali Fahiminezhad; Seyyed Mostafa Tayebisani
Abstract
The aim of this study was to investigate the effect value on Iranian soccer league fans regarding the mediating role of customer valyes. Researches method was applied in terms of the goal and data collection method was descriptive – correlation. Statistical population of the study includes all ...
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The aim of this study was to investigate the effect value on Iranian soccer league fans regarding the mediating role of customer valyes. Researches method was applied in terms of the goal and data collection method was descriptive – correlation. Statistical population of the study includes all spectators of Iranian professional soccer league which their number is infinite. Due to unavaibility of the number of spectators, we included spectators of maches between Persepolis – Sepahan and Esteghlal – Tractorsazi teams. In order to calculate the sample size we used Morgan table (n=384). Data collection tool of the study is standard questionnaire of bubin (1994), mahoni (2000) and wang et al (2004). The questionnaire includes 3 dimensions, 7 components and 30 questions which its formal and content validity was considered in primary study and its reliability was confirmed usind Cronbach's Alpha for perceived value (0/83), customer values (0/70) and loyalty (0/75). In this research, we used content and structure validity to determine questionnaire's validity. In order to examine reliability, we used Cronbach's Alpha and composite reliability which shows reliability and validity measurement tools. The collected data was analyzed using SPSS and LISREL software. Findings show that the effect of perceived value on loyalty through customer value is (0/91). The effect perceived value on loyalty is (0/62) and the effect of perceived value on customer value (0/88 ) and customer value on loyalty is (0/33 ) significant and positive.
yagoub badri azarin; fatemeh abdavi; Mahrokh Dehghani; ayoub behtaj
Abstract
The purpose of this study is to develop a model of marketing strategies on brand loyalty among consumers of Iranian sports goods with the mediating role of viral advertising. The present study is based on purpose, of a fundamental type; The method of doing it is combined (qualitative and quantitative) ...
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The purpose of this study is to develop a model of marketing strategies on brand loyalty among consumers of Iranian sports goods with the mediating role of viral advertising. The present study is based on purpose, of a fundamental type; The method of doing it is combined (qualitative and quantitative) and of the type (exploratory and descriptive-survey) which is the method of data collection in the form of library-field. The statistical population of this study consists of two parts: through research snowball sampling method and based on in-depth interviews, research data were collected. Fifteen experts in the sporting goods industry were interviewed and the most important indicators in the model of marketing strategies on brand loyalty were extracted. In the second part of the study, a questionnaire was distributed among 384 consumers of sports goods and to determine the relative importance of model variables and analyze the results, exploratory and confirmatory analysis methods were used. The results of data analysis showed that marketing strategies with the mediating role of viral advertising affect brand loyalty among consumers of Iranian sports goods. The value of t-statistic related to the paths is greater than 1.96 and it can be said that the relevant path is significant at the 95% confidence level. Thus, marketing strategy on viral advertising with a value of t (7.63), viral advertising on brand loyalty with a value of t (8.75), marketing strategy on brand loyalty with a value of t (15.50).
Mohsen Mahmoodi; Hamid Foroughi Pour; Najaf Aghaei; Mohammad Nikravan
Volume 20, Issue 52 , September 2021, , Pages 189-204
Abstract
The study is to determine the causal relationship between market orientation and customer loyalty in terms of the mediating role of service quality in Tehran's fitness clubs. The method of this research was correlation-survey and was a type of applied research that was carried out in the field. The statistical ...
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The study is to determine the causal relationship between market orientation and customer loyalty in terms of the mediating role of service quality in Tehran's fitness clubs. The method of this research was correlation-survey and was a type of applied research that was carried out in the field. The statistical population included all the people who visited the sports clubs of Tehran. According to Morgan table and random sampling, 384 people were selected as the sample of the study. Data were collected by Alper & Associates (2006), Kuw and Kwan Quality of Service Questionnaire (2006) and Dehdashti et al. Customer Loyalty Questionnaire (2012). These questionnaires were approved in terms of formal and content validity. Using the Cronbach's alpha coefficient, the reliability of the questionnaire was 0/83, the service quality questionnaire was 0/79 and customer loyalty was 0/88. To analyze the data, descriptive statistics such as table, graph, mean, standard deviation and inferential statistics of slip and elongation test, Pearson correlation coefficient and structural equation model were used.
The results showed that the customer orientation component had a direct and indirect relationship with customer loyalty through the quality of service intermediary variable. Also, this component was significant between the competitor's tendency toward customer loyalty directly and indirectly through the quality of service mediation variable. The component of the market environment was directly and indirectly related through the mediating variable of service quality with customer loyalty.
Based on the results of the structural equation model, the main model of the research was fitted out and service quality as an intermediary variable was able to mediate between market orientation and customer loyalty, which attracted the effects of market orientation and then transferred it to customer loyalty.
Negar Gholi Pour; Ali Reza Rabiee Zadeh; Hossein Eidi
Volume 19, Issue 48 , September 2020, , Pages 123-136
Abstract
The study examines the effect of identity, loyalty and brand satisfaction on brand enunciation in sports ware. The statistical population was all physical education students of public universities in the country (9335 People). 390 correct questionnaires were analyzed. Data collection tools wee Brand ...
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The study examines the effect of identity, loyalty and brand satisfaction on brand enunciation in sports ware. The statistical population was all physical education students of public universities in the country (9335 People). 390 correct questionnaires were analyzed. Data collection tools wee Brand Identity Questionnaire of Mael and Asfrath (1992), Purchaser's Purpose of Becerra & Korgaonkar (2011), Positive Brand Referrals of Poor (2008), Oppositional Brand Referrals of Matzler (2007) and Brand Loyalty of Sondoh (2007). The Effect of Identity, Loyalty and Brand Satisfaction on Brand Enunciation in Sports Wear were examined. The validity of the questionnaire was confirmed by using the opinions of 10 sports management professors and construct validity through SEM. All questionnaires’ reliability was obtained above 0/75 using Cronbach's alpha. The findings revealed that brand loyalty influences purchase intentions and positive advertising. Also brand satisfaction influences positive referrals and brand loyalty. Brand identification also affects brand satisfaction, brand loyalty and purchase intentions. Therefore, the sports ware industry managers should focus on effective factors on loyalty, identity and consumer satisfaction in order to develop brand enunciation in marketing activities. Using the marketing tools is essential to create a unique identity.
Mustafa Ali yari; Ebrahim Mahmoodi; Mahdi Savadi
Volume 17, Issue 41 , December 2018, , Pages 191-210
Abstract
In today's competitive environment, discovering customer needs and meeting their demands before competitors is a key prerequisite for companies to succeed. The study is to find a model for explaining customer satisfaction and measuring it. The present research attempts to compare customer expectations ...
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In today's competitive environment, discovering customer needs and meeting their demands before competitors is a key prerequisite for companies to succeed. The study is to find a model for explaining customer satisfaction and measuring it. The present research attempts to compare customer expectations of product or service performance with product or service performance (according to customer perceptions) during a process. Finally, the focus of this study is on clarifying the variables associated with the process of customer satisfaction which results in a managerial exploitation by measuring customer satisfaction. In this research, first of all, the concepts, theoretical principles and customer satisfaction measurement models are investigated in order to determine the factors affecting customer satisfaction from the theoretical aspect. Then, the model used to assess customer satisfaction as the current study is described and its results are described. In order to analyze the data collected by research questionnaires the satisfaction of different groups of customers regarding the equipment and services studied from the perspective of the indicators of the European customer satisfaction measurement model is described. The statistical population of this study was selected by cluster sampling method and has been sampled in 73 samples. Meanwhile, for data analysis statistical methods for comparison of means and correlation for data analysis have been used.
