نوع مقاله : مقاله پژوهشی
1 استادیار مدیریت ورزشی، دانشکده علوم ورزشی دانشگاه فردوسی مشهد، مشهد، ایران
2 دانش آموخته کارشناسی ارشد مدیریت ورزشی دانشگاه فردوسی مشهد
عنوان مقاله [English]
The purpose of this study was to determine the relationship between brand experience and brand loyalty to customers of Mashhad water parks. The research method is descriptive and correlational. The statistical population of this study included all customers of water parks (2500 people), of which 384 people with Cochran's formula were selected as a sample by stratified random sampling method appropriate to the population of each class. To collect the data, standard questionnaires of brand loyalty to Halbork et al. (2001) (α = 755) and the experience of Barcus et al. (2009) (α = 781) were used. SPSS software version 22 was used to analyze the data. The results of data analysis showed a positive and significant relationship between brand loyalty and brand experience (r = 0.801), attitude loyalty and brand experience (r = 0.799) and behavioral loyalty and brand experience (r = 0.670). There is. Another finding was that there was no significant relationship between moderating variables (age, gender, and employment history) with brand experience. From the research findings, it can be concluded that Mashhad water parks, by providing a good and fun experience among their customers, can take steps to promote loyalty to their water complex.