پیامدهای تبلیغات دهان‌به‌دهان از دیدگاه مشتریان باشگاه‌های تناسب اندام شهر گنبدکاووس
الموضوعات :وحید وظیفه‌خواه ده‌جبار 1 , ناصر بای 2
1 - گروه تربیت بدنی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران
2 - گروه تربیت بدنی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران
الکلمات المفتاحية: صنعت ورزش, تبلیغات دهان‌به‌دهان, نگرش مشتریان, بازگشت مجدد,
ملخص المقالة :
هدف اصلی این پژوهش مطالعه پیامدهای تبلیغات دهان‌به‌دهان از دیدگاه مشتریان باشگاه‌های تناسب اندام شهر گنبدکاووس بود. تحقیق حاضر، توصیفی– همبستگی است. جامعه آماری این تحقیق شامل کلیه مشتریان باشگاه‌های تناسب اندام شهر گنبدکاووس بود که 384 مشتری به‌شکل انتخاب دردسترس به‌عنوان نمونه آماری انتخاب شدند. برای جمع‌آوری داده‌های پژوهش، از پرسش‌‌نامه‌های تبلیغات دهان‌به‌دهان کاواکامی و همکاران (2013) و پیامدهای نگرشی و رفتاری مشتریان چو و یوجونگ (2011) استفاده شد. جهت تجزیه و تحلیل داده‌ها از دو روش آمار توصیفی و استنباطی استفاده گردید. نتایج پژوهش نشان داد که تبلیغات دهان‌به‌دهان اثر مثبت و معنی‌داری بر افزایش آگاهی مشتریان دارد. اثر تبلیغات دهان‌به‌دهان بر تغییر نگرش مشتریان مثبت و معنی‌دار بود. بخش دیگری از نتایج پژوهش نشان داد تبلیغات دهان‌به‌دهان اثری مثبت و معنی‌دار بر توصیه باشگاه به‌دیگران دارد. در نهایت اثر مثبت و معنی‌دار تبلیغات دهان‌به‌دهان بر تمایل به‌بازگشت مجدد مشتریان تأیید گردید. با توجه به‌نتایج، توجه به نیازهای و خواسته‌های مشتریان باشگاه‌های تناسب اندام و تعامل مناسب با مشتریان پیشنهاد می‌گردد.
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Meuter, M.L., McCabe, D.B., & Curran, J.M. (2013). Electronic Word-of-Mouth Versus Interpersonal Word-of-Mouth: Are All Forms of Word-of-Mouth Equally Influential? Services Marketing Quarterly, 34(3): 240-256.
Park, S.B.R. & Choi, J.S.A. (2017). Innovative methodology to identify sport fan behaviors in a newly emerging market: an ethnographic photo-journaling in the Colombian soccer games. International Journal of Sport Management and Marketing, 17(1): 145-161.
Podnar, K., & Javernik, P. (2012). The Effect of Word of Mouth on Consumers’ Attitudes toward products and Their Purchase Probability. Journal of Promotion Management, 18(2): 145-168.
Pritchard, M.P., & Stinson, J.L. (2014). Examining a Word-Of-Mouth Model in Participant Sport. The Sustainable Global Marketplace, 26: 465-465.
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). WOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1): 84-102.
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Tsai, C.H., Kuo, C.C., & Tan, M.J.E. (2017). The Cause and Effects of Word of Mouth from Consumer Intention and Behavior Perspectives: A SEM Model Approach Journal of Economic and Social Thought, 4(2): 212-231.
Wakefield, L.T., & Bennett, G. (2018). Sports fan experience: Electronic word-of-mouth in ephemeral social media. Sport Management Review, 21(2): 147-159.
Wien, A.H. & Olsen, S.O. (2014). Understanding the Relationship between Individualism and Word of Mouth: A Self-Enhancement Explanation. Psychology and Marketing, 31(6): 416-425.
You, Y., Vadakkepatt, G.G., & Joshi, A.M. (2015). A Meta-Analysis of Electronic Word-of-Mouth Elasticity. Journal of Marketing, 79(2): 19-39.
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Ahmad, N., Veinhardt, J., & Ahmed, R. (2014). Impact of word of mouth on consumer buying decision. European Journal of Business and Management, 6(31): 394-403.
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4): 586-607.
Biscaia, R. (2015). Spectators’ experiences at the sport and entertainment facility: The key for increasing attendance over the season. Sport & Entertainment Review, 1(2): 57-64.
Biscaia, R., Correia, A., Rosado, A., Marôco, J., & Ross, S. (2012). The effects of emotions on football spectators’ satisfaction and behavioral intentions. European Sport Management Quarterly, 12(3): 227-242.
Chae, I., Stephen, A.T., Bart, Y., & Yao, D. (2017). Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns. Marketing Science, 36(1): 89-104.
Cheema, A., & Kaikati, A.M. (2010). The effect of need for uniqueness on word of mouth. Journal of Marketing Research, 47(3): 553-563.
Chih, W.H., Wang, K.Y., Hsu, L.C., & Huang, S.C. (2013). Investigating electronic word-of-mouth effects on online discussion forums: The role of perceived positive electronic word-of-mouth review credibility. Cyber Psychology, Behavior, and Social Networking, 16(9): 658-668.
Duan, W., Gu, B., & Whinston, A.B. (2008). The dynamics of online word-of-mouth & product sales: An empirical investigation of the movie industry. Journal of Retailing, 84: 233-242.
Fang, Y.H. (2014). Beyond the credibility of electronic word of mouth: Exploring E-WOM adoption on social networking sites from affective and curiosity perspectives. International Journal of Electronic Commerce, 18(3): 67-101.
Hwang, J., Lee, B., & Kim, K. (2014). Information asymmetry, social networking site word of mouth, and mobility effects on social commerce in Korea. Cyber Ppsychology, Behavior, and Social Networking, 17(2): 117-124.
King, R.A., Racherla, P., & Bush V.D. (2014). What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature. Journal of Interactive Marketing, 28(3): 167-183.
Litvin, S.W., Goldsmith, R.E., & Pan, B. (2007). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3): 458-468.
Mazzarol, T., Sweeney, J.C., & Soutar, G.N. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 4(11/12): 1475-1494.
Meuter, M.L., McCabe, D.B., & Curran, J.M. (2013). Electronic Word-of-Mouth Versus Interpersonal Word-of-Mouth: Are All Forms of Word-of-Mouth Equally Influential? Services Marketing Quarterly, 34(3): 240-256.
Park, S.B.R. & Choi, J.S.A. (2017). Innovative methodology to identify sport fan behaviors in a newly emerging market: an ethnographic photo-journaling in the Colombian soccer games. International Journal of Sport Management and Marketing, 17(1): 145-161.
Podnar, K., & Javernik, P. (2012). The Effect of Word of Mouth on Consumers’ Attitudes toward products and Their Purchase Probability. Journal of Promotion Management, 18(2): 145-168.
Pritchard, M.P., & Stinson, J.L. (2014). Examining a Word-Of-Mouth Model in Participant Sport. The Sustainable Global Marketplace, 26: 465-465.
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). WOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1): 84-102.
Theodorakis, N., Alexandris, K., Tsigilis, N., & Karvounis, S. (2013). Predicting spectators behavioural intentions in professional football: The role of satisfaction and service quality. Sport Management Review, 16: 85-96.
Tsai, C.H., Kuo, C.C., & Tan, M.J.E. (2017). The Cause and Effects of Word of Mouth from Consumer Intention and Behavior Perspectives: A SEM Model Approach Journal of Economic and Social Thought, 4(2): 212-231.
Wakefield, L.T., & Bennett, G. (2018). Sports fan experience: Electronic word-of-mouth in ephemeral social media. Sport Management Review, 21(2): 147-159.
Wien, A.H. & Olsen, S.O. (2014). Understanding the Relationship between Individualism and Word of Mouth: A Self-Enhancement Explanation. Psychology and Marketing, 31(6): 416-425.
You, Y., Vadakkepatt, G.G., & Joshi, A.M. (2015). A Meta-Analysis of Electronic Word-of-Mouth Elasticity. Journal of Marketing, 79(2): 19-39.
