The Impact of Social Responsibility on Satisfaction and Loyalty of the Customers of Sports Complexes in West Azerbaijan Province
Journal Title: International Journal of Humanities and Social Science Invention - Year 2017, Vol 6, Issue 5
Abstract
The current study aimed at evaluation and investigation of the impact of the social responsibility on satisfaction and loyalty of sports complexes customers in West Azerbaijan province. The current study is of causal-comparative type. In terms of objective, it is of applied type and regarding the data collection method, it is a field study. The statistical population of the study is all the customers of sports complexes in Urmia city among which, 362 persons were chosen by random sampling, using the Cochran Formula. The research instrument were Carroll's Social Responsibility (1991), Fan Satisfaction (1998), and Lim Customer Loyalty (2006) Questionnaires, whose reliability were approved by Cronbach's Alpha test. The descriptive tests were used for describing the customers' status and the model fitness was tested through Partial Least Squares. The results indicated that the social responsibility both directly and indirectly affects the complexes' customer loyalty through the mediating role of satisfaction.
Authors and Affiliations
Mojtaba Alipoor, Mohamad Reza Olian Nejad, Esmaeil Sabzikaran
Keywords
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