Document Type : Original Article
Authors
1 PhD Candidate of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
2 Assistant Professor of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
3 Professor of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
Abstract
Purpose: The current research investigates how 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. In terms of collecting field information, 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: 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 precious for organizations because loyal customers can be very profitable.
Originality: Consumer behavior refers to the set of behavioral reactions that the consumer shows after using the services of the center or organization. One of these reactions is the intention to attend in the future or to buy again from customers. Repurchase intention increases the likelihood of returning customers.
Keywords
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