The effect of customer experience management on word-of-mouth advertising with the mediating role of customer relationship management in Mashhad bodybuilding clubs

Subject Areas : marketing

seyed mohammad hosein hoseini ravesh ¹ (Assistant Professor, Mashhad Branch, Islamic Azad University, Mashhad, Iran)
amir moghaddam ² (Associate Professor, Mashhad Branch, Islamic Azad University, Mashhad, Iran)

Received: 2023-07-05 Accepted : 2023-08-09 Published : 2023-07-23

Keywords: Customer Relationship Management, Customer Experience Management, Bodybuilding clubs, customer word-of-mouth advertising,

Abstract :

The purpose of the research was the effect of customer experience management on word-of-mouth advertising with the mediating role of customer relationship management in a selection of bodybuilding clubs in Mashhad and descriptive-correlation research. Using Cochran's formula, 347 male athletes were selected as a statistical sample by simple random method. To collect data, questionnaires of "Customer Relationship Management", "Word of Mouth Advertising" questionnaire of Jang (2007) and 20-item "Customer Experience Management" questionnaire of Schmidt (1999) were used. The amount of Cronbach's alpha coefficients obtained for the variables obtained from the questionnaires and their dimensions is above 0.7. The validity and validity of the questionnaire through (form and content validity) using the opinions of professors, experts and experts. In order to analyze the data, descriptive and inferential statistics were used to check the normality of the data using the Kolmogorov-Smirnov test and to test and check the hypotheses, the method of factor analysis and structural equation modeling was used. obtained. To analyze and apply tests, SPS25, Lisrel and SmartPLS software have been used. Based on the descriptive findings of the research, the average level of customer experience management is 57/ 2, customer relationship management is 2.15 and word-of-mouth advertising is 3.43 out of the maximum possible score of 5. The statistical test of the hypotheses showed that the variables of customer experience management and customer relationship management and their components have a significant effect.