The Influence of Effective Marketing Mix Use on Satisfaction Level of Sport Consumers


Çiftçi M. C. , Algün Doğu G. , Yilmaz B.

Gazi Beden Eğitimi ve Spor Bilimleri Dergisi, vol.26, no.1, pp.33-43, 2021 (Other Refereed National Journals)

  • Publication Type: Article / Article
  • Volume: 26 Issue: 1
  • Publication Date: 2021
  • Title of Journal : Gazi Beden Eğitimi ve Spor Bilimleri Dergisi
  • Page Numbers: pp.33-43

Abstract

This study aimed to examine the influence of effective marketing mix on satisfaction level of gym members. The subjects were sampled through simple random sampling method. 146 gym members who actively involved in sports were recruited for the study after consent obtained and data was collected with survey method. Subjects completed demographic form, Sport Consumer Satisfaction Scale (SCSS), Sport Marketing Mix Instrument (SMMI). SCSS developed by Alexandris and Palialia (1999) and consists 18 factors and 5 subscales. It was adapted to Turkish by Şimşek and Mercanoğlu (2014). SMMI is a 24 factor and 8 subscale scale which was developed by Yalçın et al. (2004). The internal consistency of the SCSS and SMMI for this study was found respectively 0,93 and 0,96. The statistical analyses of the study included descriptive statistics, independent samples t test, correlational and regression analyses. Based on a median split of the SMMI score from all participants, they were grouped into either high or low effective mix use groups. T test results showed that participants from more effective marketing mix group scored significantly higher than counter group. Pearson analyses revealed that SCSS and SMMI had low and middle level positive correlations. Consequently, it could be argued that ability to use marketing mix more effectively influence satisfaction level of the gym members.

This study aimed to examine the influence of effective marketing mix on satisfaction level of gym members. The subjects were sampled through simple random sampling method. 146 gym members who actively involved in sports were recruited for the study after consent obtained and data was collected with survey method. Subjects completed demographic form, Sport Consumer Satisfaction Scale (SCSS), Sport Marketing Mix Instrument (SMMI). SCSS developed by Alexandris and Palialia (1999) and consists 18 factors and 5 subscales. It was adapted to Turkish by Şimşek and Mercanoğlu (2014). SMMI is a 24 factor and 8 subscale scale which was developed by Yalçın et al. (2004). The internal consistency of the SCSS and SMMI for this study was found respectively 0,93 and 0,96. The statistical analyses of the study included descriptive statistics, independent samples t test, correlational and regression analyses. Based on a median split of the SMMI score from all participants, they were grouped into either high or low effective mix use groups. T test results showed that participants from more effective marketing mix group scored significantly higher than counter group. Pearson analyses revealed that SCSS and SMMI had low and middle level positive correlations. Consequently, it could be argued that ability to use marketing mix more effectively influence satisfaction level of the gym members.