| The role of sensory marketing on perception of service quality and customer satisfaction of Mashhad Municipality sports facilities |
| Paper ID : 1193-SSRC-13TH |
| Authors |
|
Amir Shahriari1, Masoumeh Hasani1, Majid Pahlavan1, Monireh Shirazi1, Ehsan Asadollahi *2 1Sanabad Golbahar Higher Education Institute 2Assistant Professor, Faculty Member of Sanabad Golbahar Higher Education Institute, Iran |
| Abstract |
| Today, sports executives use marketing measures to create satisfaction in their customers. Customer satisfaction creates customer loyalty that in a competitive environment, all managers are trying to be able to take steps to create customer satisfaction through various marketing tools, and also one of the factors that create satisfaction is the provision of quality sports services that can Can be well understood when used by customers. The purpose of this study was to investigate the effect of sensory marketing on the perception of quality and customer satisfaction of sports facilities in Mashhad Municipality. The method of the present study was applied in terms of purpose and descriptive-correlational in terms of analysis, which was done by field method. The statistical population of the study is all customers of sports facilities in Mashhad Municipality with an unlimited population, of which 384 samples were randomly selected using Morgan table. Collection of research data using standard questionnaires 26 questions of sensory marketing Holten et al. (2009), perception of service quality 5 questions of Koehilho and Hensiler (2012) and customer satisfaction 3 Darzi and Bahat questions (2018) in 5 scale A Likert option was made. After reviewing and confirming the validity and reliability of the research tool, data analysis was performed using descriptive and inferential statistics with the help of SPSSv24 software. Findings showed that sensory marketing has a role on perception of service quality and customer satisfaction of sports facilities in Mashhad Municipality. Mashhad Municipality sports venue managers can use sensory marketing to create satisfaction in their sports services customers. |
| Keywords |
| Sensory Marketing, Service Quality, Satisfaction, Sports Services, Mashhad Municipality. |
| Status: Abstract Accepted (Poster Presentation) |
