Investigating and prioritizing promotional advertising methods to attract customers in Aquatic complex
Oral Presentation
Paper ID : 2069-SSRC
Authors
1Master of sports management, Azad University of Taft, , Iran
2Assistant Professor of Sports Management, Ferdowsi University of Mashhad, Iran
3Master's degree in pathology and corrective movement,, Ferdowsi university of mashhad, mashhad , Iran
Abstract
Abstract
Purpose:The purpose of this study was to Survey and prioritize Promotional advertising Procedures to attract customers in Mashhad Aquatic complex.
Methodology: This study is an applied research and in terms of method and nature is causal-correlation. The statistical population of this study consisted of all visitors to Mashhad water complexes (Mojhaye Khorushan Water Park, Aftab Shore Park, Water Waves Land, Iranian Water Park) in 2019. In this research using randomized cluster with proportional allocation and according to the sample size of Cochran sample for infinite societies, 384 people were selected as the research sample. To collect data used standard promotional advertising questionnaire (Grankvist et al, 2004) and standard Customer Attraction Questionnaire (Kumar et al, 2009). Validity and reliability of research tools were evaluated.
Findings:The results showed that at the significant level of 0.05, All research hypotheses were confirmed. In other words, it was found that advertising, sales promotion, public relations, personal selling, and direct marketing had a significant effect on increasing customer attraction in Mashhad Aquatic Complex. In addition, it was found that promotional advertising procedures to attract customers in Mashhad Aquatic Complex have a significant priority, which is the priority of promotional advertising procedures to attract customers as follows:1- Advertising, 2- Sales Promotion, 3- Public Relations, 4- Direct Marketing, 5- Personal Selling.
Conclusion: In order to increase the satisfaction of customers, the quality of the service should be consistent with what is mentioned in the advertisement and should be consistent with the customer's expectations and be beyond it.
Purpose:The purpose of this study was to Survey and prioritize Promotional advertising Procedures to attract customers in Mashhad Aquatic complex.
Methodology: This study is an applied research and in terms of method and nature is causal-correlation. The statistical population of this study consisted of all visitors to Mashhad water complexes (Mojhaye Khorushan Water Park, Aftab Shore Park, Water Waves Land, Iranian Water Park) in 2019. In this research using randomized cluster with proportional allocation and according to the sample size of Cochran sample for infinite societies, 384 people were selected as the research sample. To collect data used standard promotional advertising questionnaire (Grankvist et al, 2004) and standard Customer Attraction Questionnaire (Kumar et al, 2009). Validity and reliability of research tools were evaluated.
Findings:The results showed that at the significant level of 0.05, All research hypotheses were confirmed. In other words, it was found that advertising, sales promotion, public relations, personal selling, and direct marketing had a significant effect on increasing customer attraction in Mashhad Aquatic Complex. In addition, it was found that promotional advertising procedures to attract customers in Mashhad Aquatic Complex have a significant priority, which is the priority of promotional advertising procedures to attract customers as follows:1- Advertising, 2- Sales Promotion, 3- Public Relations, 4- Direct Marketing, 5- Personal Selling.
Conclusion: In order to increase the satisfaction of customers, the quality of the service should be consistent with what is mentioned in the advertisement and should be consistent with the customer's expectations and be beyond it.
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