The relationship between social media marketing and customer satisfaction of sports recreation centers

Document Type : Original Article

Authors

1 PhD Student in Sports Management, Faculty of Educational Sciences and Psychology, Mohaghegh Ardabili University, Ardabil, Iran

2 Assistant Professor of Sports Management, Faculty of Literature and Humanities, Qom University, Qom, Iran

3 Professor of Sports Management, Faculty of Educational Sciences and Psychology, Mohaghegh Ardabili University, Ardabil, Iran

4 Associate Professor of Sports Management, Faculty of Educational Sciences and Psychology, Mohaghegh Ardabili University, Ardabil, Iran

https://www.doi.org/10.34785/J021.2020.888

Abstract

The present study was an applied and correlational study that was conducted in the field. To collect the data of the present study, two researcher-made social media marketing questionnaires with 15 questions including 5 components and customer satisfaction with 3 questions were used. For this purpose, using random sampling method, 393 questionnaires were collected online and physically among the customers of Hamedan sports and recreation complexes to collect data. In this study, descriptive statistics and inferential statistics including Pearson correlation and multiple regression at the alpha level of 0.05 were used. SPSS software was used to analyze the data. The findings of the present study indicate that all components of social media marketing were significant predictors of customer satisfaction. Among the components of social media marketing, the entertainment component explained the highest (0.26) and the social interaction (0.16) the lowest predictor for customer satisfaction. According to the findings of this study, it is necessary to place more emphasis on the components that attract customers when using social media as a marketing platform. Meanwhile, by using the social media marketing model, customers can be attracted more attention to be satisfied with the marketing done.

Keywords

References

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Sports Marketing Studies
Volume 1, Issue 4
February 2021
Pages 133-116

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