THE EFFECT OF MARKET ORIENTATION ON CUSTOMER LOYALTY WITH AN EMPHASIS ON SERVICE QUALITY IN WATER PARKS

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ESMAEILI MOHSEN; RASOULI MEHDI; MORADI JAVAD; RASEKH NAZANIN

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Journal: NEW TRENDS IN SPORT MANAGEMENT Year:2016 | Volume:4 | Issue:14 Page(s): 37-49

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Title

THE EFFECT OF MARKET ORIENTATION ON CUSTOMER LOYALTY WITH AN EMPHASIS ON SERVICE QUALITY IN WATER PARKS

Author(s)

ESMAEILI MOHSEN | RASOULI MEHDI | MORADI JAVAD | RASEKH NAZANIN | Issue Writer Certificate

Keywords

CUSTOMERS

LOYALTY

MARKET CULTURE

MARKET ORIENTATION

SERVICE QUALITY

WATER PARKS

Abstract

The aim of this study was to design a model of the effect of MARKET ORIENTATION on customer LOYALTY given SERVICE QUALITY mediating variable. The study was application in terms of aims and data collection was descriptive survey. The statistical population consisted of CUSTOMERS and staff of WATER PARKS in Iran.230 staff and 250 CUSTOMERS of 6 WATER PARKS in Iran were selected by stratified random sampling method. A questionnaire with confirmed content and face validity and reliability=0.79, interviews, observations and library study were used to collect data. For data analysis, SEM method with AMOS 18 and SPSS 22 were used. Findings showed that all values of fit indexes in the model were accepted and the model fit was confirmed. Result showed that MARKET ORIENTATION had no direct and significant effect on customer LOYALTY, but it had a significant effect on SERVICE QUALITY. In addition, SERVICE QUALITY can play a mediating role in the relationship between MARKET ORIENTATION and customer LOYALTY. WATER PARKS managers are recommended to design marketing strategies in accordance with the goals and pay specific attention to SERVICE QUALITY and its improvement.

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APA: Copy

ESMAEILI, MOHSEN, RASOULI, MEHDI, MORADI, JAVAD, & RASEKH, NAZANIN. (2016). THE EFFECT OF MARKET ORIENTATION ON CUSTOMER LOYALTY WITH AN EMPHASIS ON SERVICE QUALITY IN WATER PARKS. NEW TRENDS IN SPORT MANAGEMENT, 4(14 ), 37-49. SID. https://sid.ir/paper/266737/en

Vancouver: Copy

ESMAEILI MOHSEN, RASOULI MEHDI, MORADI JAVAD, RASEKH NAZANIN. THE EFFECT OF MARKET ORIENTATION ON CUSTOMER LOYALTY WITH AN EMPHASIS ON SERVICE QUALITY IN WATER PARKS. NEW TRENDS IN SPORT MANAGEMENT[Internet]. 2016;4(14 ):37-49. Available from: https://sid.ir/paper/266737/en

IEEE: Copy

MOHSEN ESMAEILI, MEHDI RASOULI, JAVAD MORADI, and NAZANIN RASEKH, “THE EFFECT OF MARKET ORIENTATION ON CUSTOMER LOYALTY WITH AN EMPHASIS ON SERVICE QUALITY IN WATER PARKS,” NEW TRENDS IN SPORT MANAGEMENT, vol. 4, no. 14 , pp. 37–49, 2016, [Online]. Available: https://sid.ir/paper/266737/en

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