Investigating the Effectiveness of Sensory Marketing Training on Customer Loyalty of Sports Brands
Poster Presentation
Paper ID : 1258-12THCONG
Authors
1university of kurdistan /faculty of humanities and social sciences/department of physical education and sport sciences
2Sport Management. Faculty of Humanities, University of Kurdistan
Abstract
The purpose of this study was to investigate the effectiveness of sensory marketing training on customer loyalty of sports brands in Sanandaj.
This study was quasi-experimental and applied type; to determine sample size Cochran sample size formula was used for unknown population. The sample consisted of 60 customers of sports brands in Sanandaj randomly divided into two experimental (30) and control (30) groups. In this study, the intuitive marketing training program used was designed based on the Eucharonic model (2014) in 8 sessions and each session was approximately one hour. Alan's (1990) customer loyalty questionnaire was also used. Cronbach's alpha method was used to determine the reliability of the questionnaire. The reliability coefficient for the customer loyalty questionnaire was 0.89.
Research findings were analyzed using descriptive statistics and covariance analysis. Descriptive findings indicate that the mean and standard deviation of the loyalty scores of the experimental group in the pre-test were 156.64 and 53.24 respectively and in the post-test were 193.75 and 30.45, respectively. The mean and standard deviation of the control group in the pre-test are 191.25 and 40.31 respectively and in the post-test are 194.17 and 34.21, respectively. 121/158/02 and post-test are 101/12 and 193/98. The minimum and maximum of control group in the pre-test were 99.23 and 193.52 respectively and in the post-test 113/34 and 194/89 respectively. Sensory marketing training has a significant positive effect on customer loyalty. The effect of sensory marketing training on customer loyalty is 0.54, which means 54 percent difference in customer loyalty post-test scores is related to sensory marketing training.
Finally, it can be said that tactical sensory marketing training is a suitable tactic for loyalty and leads to increase the efficiency of these organizations.
This study was quasi-experimental and applied type; to determine sample size Cochran sample size formula was used for unknown population. The sample consisted of 60 customers of sports brands in Sanandaj randomly divided into two experimental (30) and control (30) groups. In this study, the intuitive marketing training program used was designed based on the Eucharonic model (2014) in 8 sessions and each session was approximately one hour. Alan's (1990) customer loyalty questionnaire was also used. Cronbach's alpha method was used to determine the reliability of the questionnaire. The reliability coefficient for the customer loyalty questionnaire was 0.89.
Research findings were analyzed using descriptive statistics and covariance analysis. Descriptive findings indicate that the mean and standard deviation of the loyalty scores of the experimental group in the pre-test were 156.64 and 53.24 respectively and in the post-test were 193.75 and 30.45, respectively. The mean and standard deviation of the control group in the pre-test are 191.25 and 40.31 respectively and in the post-test are 194.17 and 34.21, respectively. 121/158/02 and post-test are 101/12 and 193/98. The minimum and maximum of control group in the pre-test were 99.23 and 193.52 respectively and in the post-test 113/34 and 194/89 respectively. Sensory marketing training has a significant positive effect on customer loyalty. The effect of sensory marketing training on customer loyalty is 0.54, which means 54 percent difference in customer loyalty post-test scores is related to sensory marketing training.
Finally, it can be said that tactical sensory marketing training is a suitable tactic for loyalty and leads to increase the efficiency of these organizations.
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