Examining customers' expectations in terms of safety and health of sports venues in order to increase loyalty and re-attendanceloyalty and re-attendance

Document Type : Original Article

Authors

1 Assistant Professor, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran

2 PhD student in Sports Management, Kermanshah Branch, Azad University, Kermanshah, Iran

3 PhD Student, Sports Management, Kurdistan University, Sanandaj, Iran

Abstract

The purpose of this study is to analyze the expectations of customers in terms of safety and health of sports venues in order to increase loyalty and re-presence.The statistical population of this study consists of customers of sports venues in Neishabour. According to the Morgan 384 table, multi-purpose sports venues were randomly selected as customers. The sampling method of the present study was random and clustered, in which one hall was randomly selected from each area and the questionnaire was distributed in that hall. The research instruments included the Customer Lyme Return Questionnaire (2006), the Allen Customer Loyalty Questionnaire (1990), and the Research Questionnaire for Recognizing Sports Customer Expectations. Descriptive statistical indicators (frequency, mean, standard deviation, graph diagram). The Clomogrov-Smirnov test was used to investigate data distribution. Pearson correlation coefficient test was used to test the hypotheses, considering the natural distribution of the data. For regression hypotheses, a simple regression test was used. The level of significance in this study was determined as P 0 0.05. Statistical calculations were performed by SPSS statistical software (version 22). The results showed that there was a direct and significant relationship between customer expectations in the two dimensions of safety and health with loyalty and the intention to reappear statistically. The results also showed that the mixed expectation of customers predicts 20.8% of the customer loyalty variable in sports venues and also the mixed customer expectations predict 24.4% of the customer re-presence variable in sports venues. It does.

Keywords

References

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  • Receive Date: 29 September 2021
  • Accept Date: 24 October 2021

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