Document Type : Research Paper
Authors
1 PhD Candidate, Sport Management ,Payame Noor University, Tehran, Iran
2 Associated professor, Faculty of physical education and sport sciences. kurdistan University, sanandaj, Iran
3 PhD Candidate, Sport Management ,kharazmi University, Tehran, Iran
Abstract
This paper aimed at modeling the effect of social responsibility of private sport complexes in Kermanshah city on customers’ behavior and attitudes. The research method was correlation and survey. The statistical population consisted of the customers of 11 large sport complexes in Kermanshah city. The sample consisted of 340 customers using Morgan Table. Two researcher-made questionnaires: social responsibility based on Carol (1991) questionnaire and customer behavior and attitude were used to collect data. The data were analyzed by Pearson correlation coefficient and structural equation modeling .The results showed a significant relationship between social responsibility and all aspects of customers’ behavior and attitudes. The output of AMOS software showed that structural model was fit. According to these results, it seems that social responsibility is one of the most important components of customers’ behaviors and attitudes in private sport complexes. The managers of private sport complexes are recommended to always consider their social responsibility and to preserve their competitive advantage through using this opportunity and recognizing the needs of the community and customers and ultimately attempting to meet those needs.
Keywords
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