A Survey of the Effect of Advertising on Attraction and Retention of Customers in Iran Selected Aquatic Sport Complexes

The aim of this study was to evaluate the effect of advertising on attracting and retaining customers in selected aquatic sport complexes of Iran. The method in this study was application in terms of aim and a descriptive survey in terms of data collection. The statistical population consisted of 400 customers of aquatic sports complexes (Water Waves Land of Mashhad, Iranians Water Park of Mashhad, Sunshine Coast of Mashhad, Pars Aqua Village of Tehran). The required data were obtained by a researcher-made questionnaire that was approved by 7 professors of sports management, its construct validity was obtained with exploratory factor analysis and reliability was determined based on Cronbach's alpha as 0.887 in selected aquatic sport complexes of Iran in 2014. To check for normal distribution of variables, Kolmogorov-Smirnov test (KS) was used; one-sample t test was applied to attract and retain customers and ANOVA and Scheffe post hoc test were used to compare aquatic complexes. The results revealed that advertisement of these aquatic sports complexes affected attracting (attention, interest, desire, action) and retaining (trust, satisfaction and loyalty) of customers and there was a significant difference among them in only attracting and not retaining customers. In order to evaluate advertising, a proposed model was presented.