Khadijeh Hosseini and Mojgan Khodamorad Pour
Abstract: This study has investigated the structural equation modeling value of perceiving and intentions behavioral of sports clubs’ customers. The current research method was correlative. The statistical communities were the sports clubs’ customers in Sanandaj. The sample size, based on the method of determining the sample size for the unknown sample, was selected. Sampling method was random. To collect data, questionnaires of value perceived of Avlaga Eggert (2002) and behavioral intentions of Zytml (2003) were used which their reliability (0.995, 0.799), respectively. All statistical analysis was conducted using SPSS and Amos software version 22, both descriptive and inferential statistics. The results of the analysis showed that perceived value affects the behavioral intentions of sports clubs’ customer. Reagents perceived value plans to buy the most impact on customer behavioral intentions sports clubs found. While the Satisfaction, sports clubs had a significant effect on behavioral intentions of customers. Among reagents perceived value, plans to buy had the most impact on customer behavioral intentions sports clubs. While the Satisfaction had a significant effect on behavioral intentions of sports clubs’ customers. Generally, the survey results showed that the sport’s customers not only expect good service, but also demand the sincerity and compassion as well. Thus providing optimal such variables that behavioral intentions clubs’ customers may positively encouraged.
Keywords: Value Perceived, Behavioral Intentions, Sports Clubs’ Customers.
Volume 3, Issue 1, 2016