Document Type : Original Article
Authors
1 PhD Candidate of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran.
2 Assistant Professor of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran.
3 PhD Candidate of Sport Management, faculty of sport sciences, Ferdowsi University of Mashad, Mashad, Iran.
4 Professor of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran.
Abstract
Purpose: The current research aims to investigate the ways customers return to sports clubs by monitoring customer loyalty.
Methodology: The population and statistical sample consisted of 384 customers of sports complexes in Sanandaj, who were randomly selected in a cluster. The measurement tools included questionnaires of functional service quality, technical quality, relationship quality, and customer and future attendance intention.
The research method was descriptive correlation and in terms of collecting field information, which after verifying the validity of form and content, its reliability was confirmed using Cronbach's alpha test. A structural equation model was used for data analysis.
Findings: It can be said that one of the successful ways for any sports complex to maintain customers is to create appropriate service quality, long-term, high-quality relationships and maintain these relationships. Also, customer loyalty, as a deep commitment to repurchasing a product or service, is very valuable for organizations because loyal customers can be very profitable for the organization.
Originality: Consumer behavior refers to the set of behavioral reactions that the consumer shows after using the services of the center or organization and one of these reactions is the intention to attend in the future or the intention to buy again from customers. Repurchase intention increases the likelihood of returning customers.
Main Subjects
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