Poster Presentation

Paper ID : 1876-SSRC

¹عضو هیات علمی گروه تربیت بدنی واحد دورود

²فارغ التحصیل گروه تربیت بدنی واحد دورود

³دبیر تربیت بدنی، اداره آموزش و پرورش شهرستان دورود

The purpose of this research was to investigate the effect of mixed sensory marketing on the loyalty of athletes in fitness clubs in Duroud city. The current research is a correlational type and in terms of research classification according to the method of data collection, it is a descriptive research. The statistical population was 4450 male and female athletes from the fitness clubs of Duroud city, according to Morgan's table, 354 of them randomly participated in the research. In this research, Spinhaven's Sensory Marketing Questionnaire (2001) and Levitt and Walton's Athlete Loyalty Questionnaire (2015) were used. The validity and reliability of this questionnaire was confirmed by researchers and according to Cronbach's alpha coefficient, it was 84% and 85%, respectively. Data analysis was done by spss software version 22. In the inferential statistics section, the Kolmogorov Smirnov statistical methods and the regression coefficient were used to measure the research hypotheses. According to the research hypotheses, the results showed that sensory marketing components such as experience, interaction, word-of-mouth advertising, layout and price have a significant effect on the loyalty of gym customers, and according to the regression coefficients obtained and the corresponding significance level, sensory marketing and the component The relevant factors have the capability of predicting customer loyalty in the studied statistical population. It is suggested that in order to increase customer loyalty, club managers should try to get a suitable image with more usefulness and attractiveness of the brand from the customer's point of view and take into account the customer's expectations and perception.

A mix of sensory marketing; loyalty of athletes; fitness clubs of Duroud city