نوع مقاله : مقاله پژوهشی
نویسندگان
گروه تربیت بدنی و علوم ورزشی - دانشگاه کردستان - ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This study examines the impact of different marketing strategies (Click and Brick, Pure Brick, and Pure Click) on customer satisfaction, trust, and word-of-mouth (WOM) marketing in sports clubs. In the digital era, sports clubs face challenges in selecting the optimal strategy for customer engagement. Using a causal-comparative method, this research sampled 360 customers from the Warzin Sports Club. Data were collected through standardized questionnaires measuring satisfaction, trust, and WOM, and analyzed using MANOVA tests. The findings reveal that the Click and Brick strategy significantly increases customer satisfaction, trust, and WOM tendencies across all three stages: pre-purchase, during purchase, and post-purchase. The results demonstrate the superiority of multi-channel strategies over single-channel approaches in the sports club industry. Sports clubs implementing the Click and Brick strategy, by offering services through various channels and maintaining continuous communication with customers in both physical and online environments, can generate higher satisfaction, greater trust, and more effective word-of-mouth marketing among their customers.
کلیدواژهها [English]
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