Effectiveness of Advertising on Attracting Customers in Educational Gyms in Yazd Province
نویسندگان
1 Department of Physical Education and Sport Sciences, Faculty of Sport Sciences, Yazd Branch, Islamic Azad University, Yazd, Iran.
2 Department of Sport Management, Faculty of Sport Sciences, Isfahan (Khorasgan) branch, Islamic Azad University, Isfahan, Iran
3 Department of Physical Education and Sport Sciences, Faculty of Sport Sciences, Yazd Branch, Islamic Azad University, Yazd, Iran.
4 Department of Physical Education and Sport Sciences, Faculty of Sport Sciences, Yazd Branch, Islamic Azad University, Yazd, Iran.
doi
10.22108/asml.2024.142627.1048چکیده
The purpose of this research is to investigate the effectiveness of advertising in attracting customers to educational sports gyms in Yazd Province. This descriptive research surveyed 3,000 gym members, from which a sample of 240 respondents was selected. Data collection was carried out using Moradi’s (2012) customer attraction questionnaire and Niknam’s (2013) advertising role questionnaire. During the distribution and completion of the questionnaires, the researcher was present to explain the study’s purpose and importance, ensuring that the respondents answered appropriately. After collecting 240 completed questionnaires, the data were analyzed using descriptive and inferential statistics, including regression analysis. Statistical analysis was performed using SPSS software (version 21), with a significance level of less than 0.05. Findings indicate that an increase in mass media advertising leads to greater customer interest in educational sports facilities. Based on these findings, it is recommended that sports facility managers regularly evaluate the impact of mass media promotions to effectively attract customers.
