نوع مقاله : مقاله پژوهشی
1 استادیار، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران
2 استادیار دانشکده تربیت بدنی و علوم ورزشی دانشگاه گیلان، رشت، ایران
3 دانشجوی کارشناسی ارشد، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران
عنوان مقاله [English]
One of the common ways which has been used for years and it has a significant impact on buyer`s decisions is word-of-mouth advertising. Recently the impacts of word-of-Mouth advertising on consumers` judgment and their intention to buy products has caused researchers to pay more attention to this issue and study its various aspects and effective factors.
The main purpose of this research was modeling of affecting factors on word-of-mouth advertising in sports-recreational complexes. The statistical sample consisted of 145 customers of sports-recreational complexes in Rasht and SMART PLS2 software was used to analyze the data.
The results showed that the satisfaction and loyalty of customers have a direct impact, and service quality, perceived value, and relationship quality have an indirect impact on word-of-mouth advertising. The results of this research can help the managers of sports-recreational complexes attract more customers and increase productivity by providing superior services such as offering competitive prices and improving relationship quality via keeping their promises and enhancing customer satisfaction, trust, and commitment.