The Impact of Service Innovation on Oral Advertising of Female Sports Club Customers through Sensory Marketing

Document Type : Original Article

Authors

1 Master of Sports Management, Faculty of Physical Education and Sports Sciences, Shahroud University of Technology, Shahroud, Iran

2 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran

3 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran

10.34785/J017.2020.650

Abstract

This research was based on applied purpose and descriptive-survey research. The statistical population of the study was all female customers of aerobic and physical fitness clubs in Semnan province in 1398. The statistical sample size was estimated to be 384 for infinite communities using the Cochran's formula. Sampling was a multi-stage cluster. Data collection tools were standard questionnaires of service innovation, customer advertising and sensory marketing. The content validity of the questionnaires used by professors and sports management experts was confirmed. The reliability of the questionnaires was estimated using Cronbach's alpha test for service innovation, word of mouth, and sensory marketing questionnaires equal to 0.83, 0.68, and 0.79, respectively. Data were analyzed using SPSS software version 22 and Amos version 25. The results showed that service innovation has a significant effect on customer advertising and sensory marketing; Sensory marketing also played a significant mediating role in the relationship between customer service innovation and word of mouth. Therefore, sports clubs must always be innovative in providing services in order to gain a competitive advantage, and sensory marketing provides clubs with the opportunity to experience differentiated services to their customers by providing them with distinctive services. O create pleasant and provide the ground for oral transmission.

Keywords

References

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