The Relationship between Sensory Marketing and the Loyalty of Private Sports Club Customers, the Mediated Role of Perceived Value and Location dependency

Today, modern marketing methods have replaced traditional methods. In the meantime, sensory marketing is one of the new ways that can create customer loyalty. Sensory marketing can also be effective in creating dependence on location and perceived value within the customer. The purpose of this study was to investigate the effect of sensory marketing on customer loyalty of private sports clubs with the mediating role of perceived location and value dependency. The purpose of this research was applied research and the method was descriptive-analytical. To collect data from 4 standardized and adapted questionnaires: Hosseini & Pourkiani Sensory Marketing Questionnaire, Seafaring Location Affiliation Questionnaire, Accredited and Olaga Perceived Value Questionnaire and Mahoney Behavioral and Attitude Loyalty Questionnaire was used. The statistical population of the study includes all men and women (18-65 years old) who used private sports clubs in Tehran in 2019, using cluster sampling of 10 clubs from five districts of Tehran (Central, North, and South, West and East). Given that there are no exact statistics on the number of people using private clubs in Tehran in 2019, the statistical population was considered unknown, so the minimum sample size for the unknown community was calculated using the Cochran formula of 385 individuals Calculated. Face and content validity were assessed from the perspective of a significant number of sport management professors. Reliability of the instruments was assessed using Cronbach's alpha method, and finally, construct validity indices were used in structural equation modeling. Overall, the results showed that sensory marketing through the dependence on location and perceived value can be effective in the behavioral and attitudinal loyalty of clients of private fitness clubs.