Document Type : Research Paper


allameh tabatabai university


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


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