Effect of Perception on Determinants of Market Orientation on the Attitude Customers in Sports Clubs in Tehran

The purpose of this study was to investigate the role of perception as a determinant of market orientation on the attitude of customers in sports clubs in Tehran. The research method is correlation-survey and is a type of applied research that was carried out in field form. The statistical population of the study consists of all individuals who come to the sports clubs of Tehran. According to Morgan's table, 384 people were selected as the sample of the study. To collect data, a questionnaire on the determinants of Alert & Associates' market trends (2006) and customer attitude questionnaire (1391) Using Cronbach's alpha coefficient, the reliability of the market orientation factors was 0.83 and the customer's attitude was 0.89. To analyze the data of this study, elongation and skidding, Pearson correlation and structural equation model were used. According to the results of the research, the components of market tendency with customer's attitude were significant. Based on the results, the structural equation model of market orientation factors was able to predict customer attitudes, which is part of the variance of this component among customers. According to the results of the study, it seems that the managers and officials of the club should pay more attention to the factors determining the market orientation and benefit from the positive effects of these tendencies on the customer's attitude.