Document Type : Original Article
Author
Associate Professor, Sports Management Department, Islamic Azad University, Sari Branch, Sari, Iran
Abstract
The purpose of this research was to investigate the relationship between internal marketing with customer satisfaction and willingness of customers to return to private women's fitness clubs in Tehran and to present a model. The research method is a descriptive correlation type. The population was all the employees of private women's fitness clubs in Tehran (288 people) and the customers of these clubs who had at least six months of experience in these clubs . According to Morgan's table, the sample numbers of employees and customers were 165 and 335, respectively, who were selected randomly. To collect the data, the questionnaires of demographic information, internal marketing questionnaire by Mooney and Forman (1995), customers’ satisfaction questionnaire by Gohar Rostami (2018) and future intentions for participation of Lim (2006) were used. To determine content validity, 10 professors of the relevant field approved the questionnaires, and to determine the reliability. For the statistical analysis of the data at the level of descriptive statistics, frequency tables, percentages, averages and standard deviations were presented, and at the level of inferential statistics, tests including Kolmogorov Smirnov, Levin, ANOVA, Pearson's correlation coefficient, and Friedman was used to present the structural equations model. The findings of the research showed that there is no significant relationship between internal marketing and customer satisfaction, but a positive and significant relationship was observed between internal marketing and the desire to visit customers again, as well as between satisfaction and willingness of customers to return to clubs.
Keywords
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