Presenting a model of the effect of socio-cultural marketing activities on loyalty to sports services of Isfahan Municipality Sports Organization: The mediating role of perceived value and customer satisfaction

Subject Areas : Sociological studies of sports

Pouya Mohamadi ¹ , Siros Ahmadi ² , azadeh seyedalinejad ³ , mohamdhossein ghazvineh ⁴

1 - PhD student in Sports Management, Faculty of Sports Sciences, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
2 - Hamedan, IranAssistant Professor, Physical Education, Hamedan branch, Islamic Azad University, Hamedan. Iran
3 - Assistant Professor, Department of Physical Education and Sports Sciences, Hamedan Branch, Islamic Azad University, Hamedan, Iran
4 - Associate Professor in Physical Education of Islamic Azad University of Yadegare Emam Khomeini(shahr Rey), Tehran. Iran

Received: 2024-12-06 Accepted : 2025-01-03 Published : 2025-09-30

Keywords: marketing activities, loyalty, sports services, perceived value, satisfaction,

Abstract :

Objective: This quantitative study examines the modeling of the impact of marketing activities on the loyalty of sports service customers of Isfahan Municipal Sports Organization with regard to the role of perceived value and satisfaction.

 Methodology: A survey method was used in which the sample size of 400 participants was selected using Cochran's formula. Four questionnaires were used to collect data: Elsad et al.'s customer loyalty questionnaire (2017), Eggert and Olaga's perceived value questionnaire, customer satisfaction questionnaire, and Azami and Aine's media marketing questionnaire (2019). Descriptive statistics, Cronbach's test, Kalmogorov Smirnov test and path analysis were used to analyze the data.

 Results: The results show that sports marketing activities have a positive and significant effect on customer loyalty, and perceived value and satisfaction mediate this relationship.

Conclusion: The findings of this study have implications for sports organizations seeking to improve customer loyalty through effective marketing strategies. This research contributes to the existing literature on sport marketing and customer loyalty and highlights the importance of considering the mediating roles of perceived value and satisfaction in the relationship between sport marketing activities and customer loyalty.

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