The Effect of Sensory Marketing Dimensions on New Service Development In Gym Clubs

The aim of this study was to investigate the effect of sensory marketing on new service development in gym clubs. This study was applied and descriptive-correlation in terms of data collection. Population included gym club customers in Tehran city. 200 customers were selected as the sample by cluster sampling method. A researcher-made questionnaire was used to collect data. Its reliability and validity was confirmed by Cronbach's alpha test and exploratory factor analysis. For data analysis, descriptive statistics and structural equation modeling in LISREL were used. Results showed that audition was the most important sense in understanding new service development by customers and dimensions of olfaction, haptic, taste, and vision were placed respectively. The results showed that sensory marketing generally has a significant effect on new service development. So it is suggested that gym club managers should use all senses in marketing to develop new services and hence to increase customers’ satisfaction and loyalty.