Document Type : Research Paper

Authors

allameh tabatabai university

Abstract

 
The aim of this research was to investigate the satisfaction and loyalty of female bodybuilders towards domestic and foreign sport garments considering garments characteristics. In other words, this research attempted to answer this question that which characteristics rise female athletes' satisfaction from sport garments with special brands and consequently their loyalty so that the obtained results could be used to improve the quality and to sell domestic products. This research was a descriptive survey conducted as a field study. The statistical population consisted of 340 female athletes in bodybuilding clubs of north and south of Tehran and the sample equaled the population. A questionnaire made by researchers was used to collect data after its validity and reliability had been approved. To test research hypotheses, Kendall and Pearson correlation coefficients with SPSS16 were used. The results showed that the most females (80%) chose foreign sport garments as their favorite product and the reasons were appropriate quality, design and price design. The price was the most important factor in this regard. Also, the results of Kendall correlation coefficient showed a significant relationship between product characteristics (quality, price, aesthetic design) and being domestic. Also, there was a significant relationship between athletes' satisfaction and loyalty towards the products and being domestic. In addition, Pearson results showed a significant relationship between satisfaction from the products and loyalty towards them. Overall, characteristics such as appropriate quality, design and price derives satisfaction and consequently loyalty towards the brand

Keywords

. حاجی کریمی، عباسعلی. جلال زاده، سیدرضا. (1387). "عوامل مؤثر بر وفاداری مشتریان به مارک تجاری". پیام مدیریت، شمارة 15 و 16، صص : 164 – 129.
2. حق گویی، مژگان. (1389). "وفاداری به نام تجاری". ماهنامة کنترل کیفیت، سال ششم، شمارة 40، صص: 15 – 11.
3. حقیقی، محمد. حسین زاده، ماشااله. (1388). "مقایسة‌ میزان تمایل به مصرف کالاهای داخلی در تهران با سایر مناطق جهان و بررسی پیامدهای آن بر ارزیابی و ترجیح محصولات". پژوهش­های مدیریت در ایران، دورة 13، شمارة 4، صص : 139 – 103.
4. حمیدی زاده، محمدرضا. غمخواری، سیده معصومه. (1388). "شناسایی عوامل مؤثر بر وفاداری مشتریان براساس مدل سازمان­های پاسخگوی سریع". مجلة علمی – پژوهشی پژوهشنامة بازرگانی (ص 52)، شمارة .14
5. دعایی، حبیب اله. حسن زاده، ژاله فرزانه. (1389). "مقایسة طبیعی نگرش مشتریان به برندهای جهانی پوشاک (مورد مطالعه مقایسة برندهای محلی ایران، کره جنوبی و ژاپن)". بررسی­های بازرگانی، شمارة 42.
6. سیدجوادین، سیدرضا. شمس، راحیل. (1386). "عوامل تعیین­کنندة ارزش ویژة برند کفش ورزشی در میان گروه سنی جوانان". پژوهش نامة مدیریت اجرایی، شمارة 25.
7. غفاری آشتیانی، پیمان. (1386). "همپوشی بازاریابی رابطه­مند و مدیریت ارتباط با مشتری". ماهنامة‌ تدبیر، شمارة 181، صص : 61 – 54.
8. فروزنده دهکردی، لطف اله. رحیمی کلور، حسین. (1389). "الزامات رقابت پذیری در بخش­های صنعت و تجارت (با تأکید بر تجربیات داخل کشور)". راهبرد یاس، شماره 22، صص: 199 – 186
9. کاتلر، آرمسترانگ. (1999). "اصول بازاریابی". ترجمة علی اکبر پارسائیان، انتشارات نشر دبستان، صص: 390 – 370.
10.Abraham.M.L. & Littrell, M.A. (1995). “Consumers’ conceptualization of apparel attributes”. Clothing and textile research Journal 13, PP:65-74.
11. Anton, C. Cammarero, C. and Carrero, M. (2007). The mediating effect of satisfaction on consumers' switching intention”. Psychology and marketing, Vol. 24 (6). Jun 2007. P: 511-538.
12. Bettman, J. R. (1987). “Information processing theory of consumer choice”. Addison – Welsey. PP:214-217.
13. Bornmark Hanna, Goransson, A., Svensson, C. (2005). “Astudy to indicate the importance of brand awareness in brand choice (a cultural perspective)”. Bchelor degree dissertation. Department of Business Studies. Kristianstad University. PP:24-39.
14. Brian, D. Foster, John. W. Cadogan, (2000). “Relationship selling and customer loyalty: an empirical invesitgation. Marketing intelligence and planning”. Vol. 18, Issue 4, PP: 185-199.
15. Cadpgam. K.W. & Foster, B.D. (2000). “Relationship selling and customer loyalty”: An Empirical investigation, marketing intelligence and planning, 18, PP:185-1990.
16. Duff, M. (1999). “Niche marketing in fashion in womn's sportwear”. DSN retailing today, 38 (14), PP: 25-27.
17. Evans, M., Moutinho, L. & Raaij, W.F.V. (1996). “Applied consumer behavior”. Addison-welsley : Harlow.PP:109-114.
18. Frings, G. S. (2005). “Fashion: from concept to consumer”, 8th edition. Pearson / printice hall. Upper saddle river, New Jersey.PP:45-48.
19. Garvin, D. A. (1988). “Managing quality: the strategic and competitive edge, free press”. New York. Maxwell macmillan, Toronto. Maxwell Macmillan, New York.PP:103-104.
20. Homburg, Christian. Giering, annaette (2001). “Personal characteristics as moderators of realtionship between customer satisfaction and loyalty _ An empirical analysis”. Psychology and marketing. Vol. 18.PP:43-66.
21. Keller, K. L. Hoeffler, S. (2003). “The marketing advantages of strong brands”. Journal of brand management, 10 (6).PP: 421-445.
22. Lora, S., Cowie, B. S. (2001). “Relationship between male cyclists' sport clothing involvement sport clothing interests and commitment to cycling”. Thesis (M.S)Ohio state university.
23. Mei mei lau (2006). “The brand loyalty of sportswear in Hong Kong”. Journal of textile and apparel technology and management, Vol. 5, Issue 1.PP:1-13.
24. Shimp, T. Sharam, S. (1987). “Consumer ethnocentrism: construction and validation of the cetscale”. Journal of marketing research, Vol. 24.PP:280-289.
25. Sharma, S. Shrimp, T. A. Shin, J. (1995). “Consumer ethnocentrism”. A test of antecedents and moderatos. Journal of the academy of marketing science, Vol. 23, No. 1.PP:26-37.
26. shimp, T. A. (1984). “Consumer ethnocentrism: the concept and a preliminary empirical test”. In Kinnear, T. C. (Ed.), advances in consumer research, Provo, UT, association for consumer research, Vol. 11.PP:285-290.
27.Sproles, G.B. & Kendall, E.L. (1986). “A Methodology for profiling cousumer’s decision making styles”. The Journal of Consumer Affairs, 20, PP:267-279.
28. Wong, Foong, Yee. Yahyah Sidek (2008). “Influenceof brand loyalty on consumer sportswear”. Int. Journal of economics and management, 2 (2). PP:221-236.