دانشگاه کردستان مطالعات بازاریابی ورزشی 2783-0535 6 2 2025 06 22 Identifying Effective Indicators on Correcting Mental Pattern of Hesitant Customers of Fitness Clubs Identifying Effective Indicators on Correcting Mental Pattern of Hesitant Customers of Fitness Clubs 44 55 63659 10.22034/sms.2025.140032.1267 FA Shirko Miraki PhD Student, Department of Physical Education and Sport Scienc, Sa.C.,Islamic Azad University, Sanandaj, Iran Mozafar Yektayar Associate Professor, Department of Physical Education and Sport Science, Sa.C.,Islamic Azad University, Sanandaj, Iran Mozhgan Khodamoradpoor Associate Professor, Department of Physical Education and Sport Science, Sa.C.,Islamic Azad University, Sanandaj, Iran Journal Article 2023 11 07 This study aimed to identify the factors influencing the modification of hesitant customers’ mental models in sports clubs. The research employed a qualitative approach, and data were analyzed using thematic analysis. Data were collected through interviews, and the study's validity and reliability were confirmed based on the criteria of credibility, transferability, dependability, and confirmability. In total, 13 interviews were conducted with experts, including university professors, managers, and coaches of sports clubs, continuing until theoretical saturation and data adequacy were achieved. The collected data were then analyzed through open, axial, and selective coding. The findings revealed 56 basic themes, which were organized into 14 structured themes and 5 overarching themes. The structured themes included specialized knowledge, adaptation, synergy, environmental management, customer management, task organization, customer acquisition, communication and follow-up, accountability, design and development, quality enhancement, neuromarketing, mental model recognition, and advertising. The overarching themes encompassed expertise, management, communication, services, and marketing. To modify the mental models of hesitant sports club customers, it is essential to focus on the identified indicators, thereby creating conditions that encourage these customers to engage with sports clubs. This study aimed to identify the factors influencing the modification of hesitant customers’ mental models in sports clubs. The research employed a qualitative approach, and data were analyzed using thematic analysis. Data were collected through interviews, and the study's validity and reliability were confirmed based on the criteria of credibility, transferability, dependability, and confirmability. In total, 13 interviews were conducted with experts, including university professors, managers, and coaches of sports clubs, continuing until theoretical saturation and data adequacy were achieved. The collected data were then analyzed through open, axial, and selective coding. The findings revealed 56 basic themes, which were organized into 14 structured themes and 5 overarching themes. The structured themes included specialized knowledge, adaptation, synergy, environmental management, customer management, task organization, customer acquisition, communication and follow-up, accountability, design and development, quality enhancement, neuromarketing, mental model recognition, and advertising. The overarching themes encompassed expertise, management, communication, services, and marketing. To modify the mental models of hesitant sports club customers, it is essential to focus on the identified indicators, thereby creating conditions that encourage these customers to engage with sports clubs. https://gsmsmr.uok.ac.ir/article_63659_ca1dc70ba069027011d9b9fee7d5885c.pdf