The role of psychological ownership in satisfying the psychological needs and customers’ happiness feeling of private sports clubs in Gonbad Kavous city

Document Type : Original Article

Authors

1 Department of Physical Education and Sport Science, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran.

2 Master Student, Payame Noor University, South Tehran Branch, Tehran, Iran

https://www.doi.org/10.34785/J021.2021.893

Abstract

The main purpose of this research was to investigate the role of psychological ownership in satisfying the psychological needs and customers’ happiness feeling of private sports clubs in Gonbad Kavous city. The present research is a descriptive correlational study and its statistical population included all customers of private sports clubs in Gonbad Kavous city that 384 customers were selected as a statistical sample.The tools used to ghatering research data included three questionnaires of Olckers's (2013) Psychological Ownership, Guevarra & Howel's (2017) Satisfying the Psychological Needs and Gong & Yi's (2018) Happiness Feeling. The validity of the questionnaires was confirmed by 5 sport management experts and Cronbach's alpha values of the questionnaires were 0.81, 0.78 and 0.86, respectively, which indicating their appropriate reliability. In order to analyze the data, descriptive and inferential statistics were used. Findings showed that psychological ownership has a positive and significant relationship with satisfying the psychological needs of customers. The results also showed a positive and significant relationship between psychological ownership and customers’ happiness feeling. The relationship between the satisfaction of psychological needs and the customers’ happiness feeling was positive and significant. Finally, the results showed that the relationship between psychological ownership and the feeling of happiness of customers of private sports clubs with the mediating role of satisfying psychological needs is significant. According to the results; increasing the psychological ownership of the customers of private sports clubs by using methods such as applying their opinions and suggestions about the services provided in order to satisfy the psychological needs and increase the feeling of happiness of customers is suggested.

Keywords

References

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Sports Marketing Studies
Volume 2, Issue 3 - Serial Number 7
November 2021
Pages 179-204

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