Ministry of Youth and Sports Strategic Studies on Youth and Sports 2821-1278 15 34 2016 12 21 The Causal Relationship betweenVisual Sense and Satisfaction and Loyalty of Sport Consumers The Causal Relationship betweenVisual Sense and Satisfaction and Loyalty of Sport Consumers 67 77 180 FA Mohammad Sayyadfar Ph.D. Student in Sport Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran Farshad Tojari Ph.D., Professor in Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran Ali Zarei Ph.D., Associate Professor r in Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran Mohammadreza Esmaeili Ph.D., Associate Professor r in Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran Journal Article 2015 09 13 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.   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.   https://faslname.msy.gov.ir/article_180_6a01b58f8980a1acbd9db65b99ed0638.pdf