Document Type : Research Paper


1 MSc Student, Sport Management, University of Tehran, Tehran, Iran

2 Associate Professor and Faculty Member, Faculty of Physical Education and Sport Sciences, Sport Management, University of Tehran, Tehran, Iran


The aim of this study was to evaluate the relationship between nonverbal communication of sporting goods sellers and customers’ reaction in the sporting goods stores in Tehran city. This study was descriptive-correlation in terms of nature and applied in terms of purpose. Therefore, according to Cochran's sampling formula, 384 subjects were selected as the sample. They were investigated using Nonverbal Communication and Response of Customers Questionnaires (reliability: 0.77 and 0.83 respectively). For data analysis, according to data normality by Kolmogorov-Smirnov test, Pearson correlation coefficient was used to determine the relationship between variables and regression was applied to identify the share of each nonverbal communication component in predicting customers’ reaction. The results showed that all nonverbal communication components (except for the component of physical appearance) had a significant and positive correlation with customers’ reaction (P<0.01). Results of regression analysis showed that according to the determination coefficient (R2), nonverbal communication variable explained about 20% of variance of customers’ reaction. However, sporting goods sellers (who have direct and face to face communication with customers) can improve these components, gain more satisfaction of customers, improve their loyalty and achieve important benefits such as more sell and revenue.


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