New Approaches in Exercise Physiology

The Relationship between Aesthetic Dimensions ‎and Customer Loyalty in Gyms

Document Type : Research Paper

Authors

Mohammad saeid Kiani 1
Shahab Bahrami 2

1 PhD Student, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.

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

https://doi.org/10.22054/nass.2021.57348.1081
Abstract
Sports venues and complexes are among the most important sports venues in the community. For this reason, these places should be planned according to aesthetic and technical characteristics. It's not enough to just exercise. The main purpose of the present study was to investigate the relationship between aesthetic dimensions and customer loyalty of gyms and a case study of Ardabil city.The method of this research is descriptive survey, in terms of practical purpose and is done in the field. The statistical population of this study consists of all visitors to Ardabil sports halls. The method used to sample this research is that due to the possibility of access to all these sports halls in Ardabil city, and in these places, the choice of customers was random, which was selected using Morgan's table of 384 people. . In order to collect the required data, Razavi et al.'s (2011) aesthetic dimensions questionnaire and Randall's customer loyalty questionnaire (2005) were used. The results showed that the dimensions of color, light, harmony, form, space and environment are effective in customer loyalty to sports venues and there is a significant relationship between aesthetic aesthetics and customer loyalty to sports venues (P <0.05) and direct existence. And with the improvement of the aesthetic dimension in sports venues, customer loyalty to sports venues will increase.

Keywords

Aesthetic Dimensions
Customer Commitment
Sport Places
Sports ‎Marketing
New Approaches in Exercise Physiology
Volume 2, Issue 4 - Serial Number 4
December 2020
Pages 39-52

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