AbsrtactThe main purpose of this study was to study the consequences of word of mouth advertisement from the perspective of fitness clubs customers in Gonad Kavoos city. The present study was descriptive-correlation survey. The statistical population of this More
AbsrtactThe main purpose of this study was to study the consequences of word of mouth advertisement from the perspective of fitness clubs customers in Gonad Kavoos city. The present study was descriptive-correlation survey. The statistical population of this study included all customers of fitness clubs in Gonad Kavoos city that 384 customers were selected as sample size by the available sampling method. For collecting research data, Kawakami et al (2013) word of mouth advertisement questionnaire and Chu & Yoojung (2011) attitudinal and behavioral consequences of customers were used. Descriptive and inferential statistics methods were used for data analysis.The results showed that word of mouth advertising has a positive and significant effect on increasing the awareness of customers. The effect of word of mouth advertising on the change attitude of customers was positive and significant. Another part of the results showed that word of mouth had a positive and significant effect on the recommendation of the club to others. Finally, the positive and significant effect of word of mouth advertising on the willingness to return customers was confirmed. According to the results, pay attention to the needs and wants of the fitness club customers and proper interaction with the customers are recommended.
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