EFFECTS OF PERCEIVED VALUE AND ITS DIMENSIONS ON WORD OF MOUTH ADVERTISING AMONG CUSTOMERS OF SPORTS CLUBS OF THE CITY OF SANANDAJ, IRAN

Forut Amjadi, Mozafar Yektayar, Mojgan Khodamorad Pour

Abstract


The present study investigates the effects of perceived value on word of mouth advertising among customers of sports clubs of the city of Sanandaj. The applied research method is descriptive-correlative and the population of research is consisted of the entire customers of sports clubs of Sanandaj. As a result of enormousness of the population, through the Cochran’s formula, a sample size was determined and samples were respectively selected through a simple random sampling. In addition, data collection instruments included Egret and Olga’s (2002) questionnaire of perceived value and Kim’s (2008) word of mouth questionnaire. Total reliability of measurement instruments was investigated in a preliminary study. For the variable of perceived value, the value of Cronbach’s alpha was calculated as 0.823 and for the variable of word-of-mouth advertising, it was calculated as 0.732. The entire descriptive and inferential analyses are performed within the AMOS and SPSS software. Results indicated that perceived value and variables of buying intention, search for an alternative and oral expression have a statistically significant effect on word-of-mouth advertising among customers of sports clubs.

 

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Keywords


perceived value, word-of-mouth advertising, customers of sports clubs

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