The Impact of Service Innovation on Oral Advertising of Female Sports Club Customers through Sensory Marketing

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Abbasi Ensiyeh; BAHROLOLOUM HASSAN; Dehghanpouri Houria

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

Journal Paper

Paper Information

Journal: SPORT MARKETING STUDIES Year:2020 | Volume:1 | Issue:1 Page(s): 86-109

Download Full-Text

Persian Verion

View:

497

Download:

Cites:

Information Journal Paper

Title

The Impact of Service Innovation on Oral Advertising of Female Sports Club Customers through Sensory Marketing

Author(s)

Abbasi Ensiyeh | BAHROLOLOUM HASSAN | Dehghanpouri Houria | Issue Writer Certificate

Keywords

word of mouth

sensory experience

service environment

service innovation

Abstract

This research was based on applied purpose and descriptive-survey research. The statistical population of the study was all female customers of aerobic and physical fitness clubs in Semnan province in 1398. The statistical sample size was estimated to be 384 for infinite communities using the Cochran's formula. Sampling was a multi-stage cluster. Data collection tools were standard questionnaires of service innovation, customer advertising and sensory marketing. The content validity of the questionnaires used by professors and sports management experts was confirmed. The reliability of the questionnaires was estimated using Cronbach's alpha test for service innovation, word of mouth, and sensory marketing questionnaires equal to 0. 83, 0. 68, and 0. 79, respectively. Data were analyzed using SPSS software version 22 and Amos version 25. The results showed that service innovation has a significant effect on customer advertising and sensory marketing; Sensory marketing also played a significant mediating role in the relationship between customer service innovation and word of mouth. Therefore, sports clubs must always be innovative in providing services in order to gain a competitive advantage, and sensory marketing provides clubs with the opportunity to experience differentiated services to their customers by providing them with distinctive services. O create pleasant and provide the ground for oral transmission.

Cites

No record.

References

No record.

Cite

APA: Copy

Abbasi, Ensiyeh, BAHROLOLOUM, HASSAN, & Dehghanpouri, Houria. (2020). The Impact of Service Innovation on Oral Advertising of Female Sports Club Customers through Sensory Marketing. SPORT MARKETING STUDIES, 1(1 ), 86-109. SID. https://sid.ir/paper/408209/en

Vancouver: Copy

Abbasi Ensiyeh, BAHROLOLOUM HASSAN, Dehghanpouri Houria. The Impact of Service Innovation on Oral Advertising of Female Sports Club Customers through Sensory Marketing. SPORT MARKETING STUDIES[Internet]. 2020;1(1 ):86-109. Available from: https://sid.ir/paper/408209/en

IEEE: Copy

Ensiyeh Abbasi, HASSAN BAHROLOLOUM, and Houria Dehghanpouri, “The Impact of Service Innovation on Oral Advertising of Female Sports Club Customers through Sensory Marketing,” SPORT MARKETING STUDIES, vol. 1, no. 1 , pp. 86–109, 2020, [Online]. Available: https://sid.ir/paper/408209/en

Related Journal Papers