Attitude of clients in sport club with oral-to-mouth advertising (Case study: Tabriz Bodybuilding Club)

Rana Adib¹ Mehran Razavi Gezeljeh²

1) - Bachelor of Science in Sport Sciences Sports Management - Shams Tabriz University of Science and Technology -
2) - Bachelor of Science in Sport Sciences Sports Management - Shams Tabriz Institute of Higher Education -

Publication : اولین کنفرانس ملی نقش حسابداری، اقتصاد و مدیریت در توسعه پایدار با تاکید بر اقتصاد مقاومتی (aem2017.ir)
Abstract :
The purpose of this study was to describe the willingness of customers in a sports club with oral advertising to the mouth of the club bodybuilder of Tabriz. The statistical population of this study was made up of all customers of Tabriz Gymnastics Clubs, which had at least several years of sports experience. For this purpose, 80 clients from gyms were randomly selected and information about individual characteristics was obtained from the checklist and mouth-to-mouth questionnaire (2007) and with a reliability of 0.82, and the likelihood of reemergence questionnaire Lim 2006) and with a reliability of 0.91, was collected. The research method was correlation and Pearson correlation coefficient and linear regression were used for data analysis. The results of the Rogueson analysis showed that all components of oral-to-mouth advertising have the potential to predict the presence of customers in Tabriz breeding clubs (except for the specialist component). So that the component of tracking the most information and the power of the relationship had the least impact on the desire of customers to bodybuilding clubs. According to the findings, it is essential to pay attention to the quality and price of the services in order to attract customers satisfaction and, as a result of customer satisfaction, promotes mouth-to-mouth advertising for the presence of new customers in bodybuilding clubs.
Keywords : attending presence sports clients mouth to mouth advertising marketing