Modeling the Impact of Market Orientation on Customer Future Behavior in Sport Facility According Perceived Value

The aim of this Research is design a model for impact of water sport center's market orientation on customer future behavior with attention to perceived value. The kind of research was survey and descriptive. Statistical populations were water sport centers in IRAN those choice five biggest centers. Sampling method was classification random and there were two groups, customers and staff. For data analyzing used of SEM method with use of AMOS and SPSS softs. Results showed that 56.7% of customers was male and 43.3% female. Family income in half of customers was less than one million Toman and 50% had upper this. More than 50% of staff has academic education. Index values inmodel were in acceptable range and model was confirmed. Results showed market orientation hasn’t directly significant influence on customer future behavior, but has influence on perceive value and this variable can play mediator role between market orientation and customer future behavior. Market orientation factor has greatest impact on customer perceive value. Centers managers in addition design a market strategy for attach the goals, should attention to improvement perceive value and these indexes.