The impact of sensory marketing on customer loyalty in private sports clubs: Using perceived value as the mediating variable
Abstract
The purpose of this research was to investigate the effect of sensory marketing on customer loyalty of private sports clubs, with the mediating role of perceived value. The sample was composed of 385 people (18 to 65 years old) who attended private sports clubs in Tehran in 2019. The three instruments used were: Sensory Marketing Questionnaire, Perceived Value Questionnaire, Behavioral and Attitudinal Loyalty Questionnaire. The data analysis showed that sensory marketing through perceived value can be effective in the behavioral and attitudinal loyalty of customers of private fitness clubs. Therefore, the managers of sports clubs should go beyond measuring customer satisfaction and the quality of services provided and focus on customer loyalty, because the key to attract and retain customers is to improve their positive attitude towards sports service providers.
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The works and papers that are published in this Journal are subject to the following terms:
1. The Publication Service of the University of Murcia (the publisher) has the Publication Rights (Copyright) to the published papers and works, and favors and permits the reusing of the same under the license indicated in point 2.
© Servicio de Publicaciones, Universidad de Murcia, 2013
2. The papers and works are to be published in the digital edition of the Journal under the license Creative Commons Reconocimiento-No Comercial-Sin Obra Derivada 3.0 España (legal text). The copying, using, spreading, transmitting and publicly displaying of the papers, works or publication are permitted as long as: i) the authors and original sources (Journal, publisher and URL of the publication) are quoted; ii) it is not used for commercial benefit; iii) the existence and specifications of this users license are mentioned.
3. Conditions of Self-Archiving. It is permitted and encouraged that the authors spread electronically the pre-print (before printing) and/or post-print (the revised, evaluated and accepted) versions of their papers or works before their publication since this favors their circulation and early diffusion and therefore can help increase their citation and quotation, and also there reach through the academic community.
