Sport Management Journal

The Effect of Sensory Marketing on Customer Satisfaction, Trust and Loyalty to Sports Brands

Document Type : Research Paper

Authors

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

https://doi.org/10.22059/jsm.2017.64749
Abstract
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.

Keywords

brand experience
Customer Loyalty
Customer Satisfaction
sensory marketing
sports brands
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Sport Management Journal
Volume 9, Issue 3
Autumn 2017
Pages 549-564

  • Receive Date 27 January 2016
  • Revise Date 22 September 2016
  • Accept Date 03 October 2016

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