نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد، مدیریت بازاریابی ورزشی، دانشگاه شهید بهشتی، تهران، ایران
2 استادیار، گروه تربیت بدنی و علوم ورزشی، دانشگاه شهید بهشتی، تهران، ایران
چکیده
بازاریابی حسی تکنیکی است که با تحریک حواس پنج‌گانۀ مشتریان و ایجاد تجربۀ خرید مثبت، وفاداری مشتریان را افزایش می‌دهد. به‌عبارت دیگر، احساسات مشتریان را تحریک می‌کند تا رضایت و اعتماد آنها را جلب کند. هدف از پژوهش حاضر، بررسی تأثیر بازاریابی حسی بر رضایت، اعتماد و وفاداری مشتریان به برندهای ورزشی (آدیداس، نایک، پوما، ریبوک، مجید و دایی) بود. روش‌شناسی این مطالعه، توصیفی – همبستگی و از نوع کاربردی بود و 385 نفر از افرادی که از برندهای ورزشی (آدیداس، نایک، پوما و ریبوک) در سطح شهر تهران خرید می‌کردند، به‌طور تصادفی به‌عنوان نمونۀ پژوهش انتخاب شدند. برای گردآوری داده‌ها از پرسشنامۀ استاندارد یوچارونکیت (2013) استفاده شد و روایی محتوایی پرسشنامۀ حاضر را استادان مدیریت ورزشی و متخصصان بازاریابی تأیید کردند. همچنین پایایی پرسشنامه توسط آزمون آلفای کرونباخ تأیید شد. برای تحلیل داده‌ها از آزمون همبستگی پیرسون و رگرسیون خطی ساده استفاده شد. نتایج پژوهش حاضر نشان داد که تجربۀ برند بر رضایت، اعتماد و وفاداری مشتریان اثر مثبت و معنا‌داری دارد. همچنین مشخص شد که رضایت بر اعتماد و وفاداری اثر معنا‌داری دارد و اعتماد بر وفاداری مشتریان، اثر مثبت و معنا‌داری می‌گذارد.
کلیدواژه‌ها
عنوان مقاله [English]
The Effect of Sensory Marketing on Customer Satisfaction, Trust and Loyalty to Sports Brands
نویسندگان [English]
- Javad Mirzaei 1
- Seyed Emad Hosseini 2
1 MSc of Sport Marketing Management, Shahid Beheshti University, Tehran, Iran
2 . Assistant Professor, Department of Physical Education and Sport Sciences, Shahid Beheshti University, Tehran, Iran
چکیده [English]
Sensory marketing is a technique that increases customer loyalty by a stimulation of their five senses and an experience of positive purchase. In other words, this marketing stimulates customers’ senses to attract their satisfaction and trust. This study aimed at investigating the effect of sensory marketing on customer satisfaction, trust and loyalty to sports brands (Adidas, Nike, Puma, Reebok, Majid and Daei). The method of the present survey was descriptive - correlation and application. The statistical population included 385 customers who purchased sports brands (Adidas, Nike, Puma and Reebok) in Tehran city were randomly selected as the sample. For data collection, standard Yu Sharon Kit (2013) Questionnaire was used. Content validity of this questionnaire was confirmed by sport management professors and marketing experts. The reliability was confirmed by Cronbach’s alpha. For data analysis, Pearson correlation coefficient and simple linear regression. The results indicated that brand experience had a positive and significant effect on customer satisfaction, trust and loyalty. Also, satisfaction had a significant effect on trust and loyalty. Trust had a positive and significant effect on customer loyalty.
کلیدواژه‌ها [English]
- brand experience
- Customer Loyalty
- Customer Satisfaction
- sensory marketing
- sports brands
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