The effect of sensory marketing on customer behavioral intentions through hedonic, place attachment and trust (Case study: Kermanshah Soccer Schools)

• Main Authors: noshin benar, hossien brakhas, farzane karimkhan, mhammad MORADI
• Format: Article
• Language: fas
• Published: University of Kurdistan 2018-08-01
• Series: مطالعات رفتار مصرف کننده.
• Subjects: sensory marketing; behavioral intentions; hedonic; place attachment; trust
• Online Access: http://cbs.uok.ac.ir/article_60890_e25af7a4304c3eaba6a0a65c2e23c973.pdf

The purpose of this study was to investigate the effect of sensory marketing on the behavioral intentions of customers through hedonic, place attachment and trust in Kermanshah Soccer schools. The research method is a descriptive-correlational study that was conducted field experiment. The statistical population of the study consisted of all customers of Kermanshah Soccer Schools, which was selected through a targeted sampling of 10 schools and total of 176.The Smart Pls software was used to analyze the data and examine the fitting of the model. Results showed that sensory marketing had significant effect on hedonic. Sensory marketing also had significant effect on place attachment, but it had no significant effect on trust. Hedonic had significant effect on behavioral intentions. Hedonic also had significant effect on place attachment, but it had no significant effect on trust. Place attachment had significant effect on trust. But it had no significant effect on behavioral intentions. Trust also had significant effect on behavioral intentions. Therefore, football school administrators can work with sensory marketing methods to empower their customers to stay in these schools and get in touch with that place. Obviously, the confident customer is that he will trust the place, which will be the basis for his future referrals as well as advising others.