Studying effect of social responsibility on bodybuilding clubs customers loyalty with moderating role of club reputation

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BAI NASSER; Monazami Amirhosein; Esfahani Nia Akram; Haji Anzehaie Zahra; GHANBARPOUR NOSRATI AMIR

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Journal: Contemporary Studies on Sport Management Year:2019 | Volume:9 | Issue:17 Page(s): 81-93

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Title

Studying effect of social responsibility on bodybuilding clubs customers loyalty with moderating role of club reputation

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Keywords

Club's Reputation

Social Responsibilities

Customers’Loyalty

Gonbad Kavous

Customers Return Tendency

Abstract

The purpose of the present study is to investigate the effect of social responsibility on bodybuilding clubs customers’ loyalty with moderating role of club reputation. The research method is descriptive and survey type and statistical population of present study consisted of entire customers of the Gonbad Kavous City bodybuilding clubs (6320 customers), which according to Cochran formula, 363 customers were selected as study sample size. To collect the research data, questionnaires of Lechuga (2012) social responsibility; Feldman (2014) reputation and Lee (2017) customers’ loyalty were used. Validity of the questionnaires was verified by 8 masters of sport management and internal consistency of questionnaires by using Cronbach's alpha was determined respectively 0. 91, 0. 84 and 0. 87. To analyze data and identify the effects of research variables, structural equation modeling with the use of PLS software was applied. The results of the study indicate that social responsibility has significant and positive effects on club reputation (t=44. 53, β =0. 83). Also, the effect of social responsibility on customers loyalty was positive and significant (t=4. 06, β =0. 33). Another finding of the study indicated that the Club's Reputation has a positive and significant effect on customers loyalty (t=7. 92, β =0. 54). Ultimately, the effect of social responsibility on customers loyalty by the mediating role of the Club's Reputation was confirmed (t=2. 21, β =0. 07). With respect to the results of the study, it can be concluded that doing Social Responsibilities by bodybuilding clubs can play an important role in the Club's Reputation and increase the loyalty of their customers. . .

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APA: Copy

BAI, NASSER, Monazami, Amirhosein, Esfahani Nia, Akram, Haji Anzehaie, Zahra, & GHANBARPOUR NOSRATI, AMIR. (2019). Studying effect of social responsibility on bodybuilding clubs customers loyalty with moderating role of club reputation. JOURNAL OF SPORT MANAGEMENT AND MOVEMENT SCIENCES, 9(17 ), 81-93. SID. https://sid.ir/paper/373204/en

Vancouver: Copy

BAI NASSER, Monazami Amirhosein, Esfahani Nia Akram, Haji Anzehaie Zahra, GHANBARPOUR NOSRATI AMIR. Studying effect of social responsibility on bodybuilding clubs customers loyalty with moderating role of club reputation. JOURNAL OF SPORT MANAGEMENT AND MOVEMENT SCIENCES[Internet]. 2019;9(17 ):81-93. Available from: https://sid.ir/paper/373204/en

IEEE: Copy

NASSER BAI, Amirhosein Monazami, Akram Esfahani Nia, Zahra Haji Anzehaie, and AMIR GHANBARPOUR NOSRATI, “Studying effect of social responsibility on bodybuilding clubs customers loyalty with moderating role of club reputation,” JOURNAL OF SPORT MANAGEMENT AND MOVEMENT SCIENCES, vol. 9, no. 17 , pp. 81–93, 2019, [Online]. Available: https://sid.ir/paper/373204/en

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