THE EFFECT OF SENSORY MARKETING DIMENSIONS ON NEW SERVICE DEVELOPMENT IN GYM CLUBS

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HOSSEINI SEYED EMAD; POURKIANI MOHAMMAD; AFROUZE ALI

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: NEW TRENDS IN SPORT MANAGEMENT Year:2017 | Volume:4 | Issue:15 Page(s): 69-80

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Information Journal Paper

Title

THE EFFECT OF SENSORY MARKETING DIMENSIONS ON NEW SERVICE DEVELOPMENT IN GYM CLUBS

Author(s)

HOSSEINI SEYED EMAD | POURKIANI MOHAMMAD | AFROUZE ALI | Issue Writer Certificate

Keywords

FACTOR ANALYSIS

GYM CLUBS

NEW SERVICE DEVELOPMENT

SENSORY MARKETING

SERVICES

Abstract

The aim of this study was to investigate the effect of SENSORY MARKETING on NEW SERVICE DEVELOPMENT in GYM CLUBS. This study was applied and descriptive-correlation in terms of data collection. Population included gym club customers in Tehran city.200 customers were selected as the sample by cluster sampling method. A researcher-made questionnaire was used to collect data. Its reliability and validity was confirmed by Cronbach's alpha test and exploratory FACTOR ANALYSIS. For data analysis, descriptive statistics and structural equation modeling in LISREL were used. Results showed that audition was the most important sense in understanding NEW SERVICE DEVELOPMENT by customers and dimensions of olfaction, haptic, taste, and vision were placed respectively. The results showed that SENSORY MARKETING generally has a significant effect on NEW SERVICE DEVELOPMENT. So it is suggested that gym club managers should use all senses in marketing to develop new SERVICES and hence to increase customers’ satisfaction and loyalty.

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APA: Copy

HOSSEINI, SEYED EMAD, POURKIANI, MOHAMMAD, & AFROUZE, ALI. (2017). THE EFFECT OF SENSORY MARKETING DIMENSIONS ON NEW SERVICE DEVELOPMENT IN GYM CLUBS. NEW TRENDS IN SPORT MANAGEMENT, 4(15 ), 69-80. SID. https://sid.ir/paper/266760/en

Vancouver: Copy

HOSSEINI SEYED EMAD, POURKIANI MOHAMMAD, AFROUZE ALI. THE EFFECT OF SENSORY MARKETING DIMENSIONS ON NEW SERVICE DEVELOPMENT IN GYM CLUBS. NEW TRENDS IN SPORT MANAGEMENT[Internet]. 2017;4(15 ):69-80. Available from: https://sid.ir/paper/266760/en

IEEE: Copy

SEYED EMAD HOSSEINI, MOHAMMAD POURKIANI, and ALI AFROUZE, “THE EFFECT OF SENSORY MARKETING DIMENSIONS ON NEW SERVICE DEVELOPMENT IN GYM CLUBS,” NEW TRENDS IN SPORT MANAGEMENT, vol. 4, no. 15 , pp. 69–80, 2017, [Online]. Available: https://sid.ir/paper/266760/en

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