Investigating the Relationship between Color Psychology Marketing and the Intention for Re-presence by Customers of Fitness Clubs
Fatima Eilyasian
1
(
Department of Sports Management, Damghan Branch, Islamic Azad University, Damghan, Iran
)
Nematollah Nemati
2
(
Department of Physical Education, Damghan Branch, Islamic Azad University, Damghan, Iran
)
Kebria Eghbali
3
(
Department of Physical Education, Faculty of Humanities, Tehran West Branch, Islamic Azad University, Tehran, Iran
)
Abbas Sobhani
4
(
Department of Sports Management, Shahrood University of Technology, Shahrood, Iran
)
الکلمات المفتاحية: Customer, Fitness club, Color psychology marketing, Re-presence,
ملخص المقالة :
The objective of this research was to Investigating the Relationship between Color psychology marketing and the Intention for re-presence by Customers of Fitness Clubs. This research is classified as applied research based on objective and employs a non-experimental design, specifically a descriptive-correlational approach and was conducted in the field using a questionnaire. The statistical population of the research consisted of all female athletes in the city of Damghan. Due to the uncertainty regarding the size of the population, 300 questionnaires were distributed. Ultimately, 247 questionnaires were collected and considered as the sample for the study. It is worth noting that a random sampling method was employed for sample selection. The data collection tools for this research included the Color Psychology Marketing Questionnaire by Morton and Lynn (2010) and the Customer Intention for Re-presence Questionnaire by Lim (2006). The validity of the questionnaires was confirmed by a panel of 10 experts, including management professors and sports coaches. To determine the reliability of the questionnaires, Cronbach’s alpha coefficient was employed. For data analysis, both descriptive and inferential statistics were utilized, including Pearson’s correlation coefficient and simultaneous regression analysis, using SPSS version 26. The results indicated that Color Psychology Marketing has a significant and positive effect on customers’ intention to re- presence fitness clubs in Damghan city.
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