نوع مقاله : مقاله پژوهشی
دانشگاه پیام نور کرج
عنوان مقاله [English]
The purpose of this study is to test the role model of satisfaction mediation in the causal relationship between entrepreneurial marketing and the desire to re-attend customers of sports complexes in Karaj. The present study is applied in terms of purpose and descriptive-correlational. The statistical population of all male and female customers of Karaj sports complexes was unlimited. According to the type of causal research (structural equations) to determine the sample size, 5 to 10 subjects for each question and condition of at least 200 subjects were determined and the proposed limit of 230 subjects was considered.The sampling method was non-randomly available
The questionnaires used were the standard Future Behavioral Decisions Questionnaire (1996) with a reliability of 0.85 and the researcher-made Entrepreneurial Marketing Questionnaire (1399) with a reliability of 0.94 and the standard questionnaire of customer satisfaction of Irkan (2012) with a reliability of 0.70. Structural equation modeling was used to analyze the data by partial least squares method with the help of Excel, SPSS and PLS Smart statistical software.
Findings showed a positive and significant effect of entrepreneurial marketing variable on the variables of re-presence and satisfaction and a positive and non-significant effect of satisfaction variable on the desire to re-attend. And the satisfaction mediator variable had a non-significant mediating role in the causal relationship of entrepreneurial marketing with the desire to reappear. Also, the model of this research had the necessary fit.
The results of this study confirm the effect of entrepreneurial marketing on customer satisfaction and desire to re-attend that Entrepreneurial marketing is a new attitude and behavior that, due to limited resources in sports entrepreneurial collections, is a well-known strategy for taking advantage of sports market opportunities.