Presentation of structural equations modeling of the impact of service quality and perceived value on mouth to mouth advertisings of customers in the sport clubs

Document Type : Research Paper

Authors

1 1. Department of Sport Management, Kurdistan Science and Research Branch, Islamic Azad University, Sanandaj, Iran.

2 Department of Sport Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.

Abstract

Introduction and Purpose: Marketing and keeping the customer is important for sport clubs. So this research has investigated presentation of structural equations modeling of the impact of service quality and perceived value on mouth to mouth advertisings of customers in the sport clubs in Sanandaj city.
Methodology: This study was co-relational and data collection method was done through field. The measuring tool was service quality questionnaire of China Liu (2008), perceived value Avlaga and Eggert (2002) and mouth to mouth advertisings Kim (2008) which its validity and reliability in a preliminary study using Cronbach's alpha test , was obtained respectively,0.84,0.82 and 0.74. Analyzing of data was done using simple and multiple linear regression in a significant level of p

Keywords

Main Subjects

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Journal of Sport Management and Motor Behavior
Volume 16, Issue 31 - Serial Number 31
October 2020
Pages 201-189

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