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:: Volume 4, Issue 15 (Winter 2017) ::
3 2017, 4(15): 69-80 Back to browse issues page
The Effect of Sensory Marketing Dimensions on New Service Development In Gym Clubs
Abstract:   (5328 Views)
The aim of this study was to investigate the effect of sensory marketing on new service development in gym clubs. This study was applied and descriptive-correlation in terms of data collection. Population included gym club customers in Tehran city. 200 customers were selected as the sample by cluster sampling method. A researcher-made questionnaire was used to collect data. Its reliability and validity was confirmed by Cronbach's alpha test and exploratory factor analysis. For data analysis, descriptive statistics and structural equation modeling in LISREL were used. Results showed that audition was the most important sense in understanding new service development by customers and dimensions of olfaction, haptic, taste, and vision were placed respectively. The results showed that sensory marketing generally has a significant effect on new service development. So it is suggested that gym club managers should use all senses in marketing to develop new services and hence to increase customers’ satisfaction and loyalty.
Keywords: factor analysis, gym clubs, new service development, sensory marketing, services
Full-Text [PDF 285 kb]   (2147 Downloads)    
Type of Study: Research | Subject: Special
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The Effect of Sensory Marketing Dimensions on New Service Development In Gym Clubs. 3 2017; 4 (15) :69-80
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Volume 4, Issue 15 (Winter 2017) Back to browse issues page
رویکردهایی نوین در مدیریت ورزشی New Trends in Sport Management
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