Document Type : Research Paper
Authors
Abstract
The purpose of this study is to describe and determine the relationship between word of mouth advertising and intention to revisit in Ilam’s bodybuilding clubs. The population of study includes all costumers of bodybuilding in Ilam’s that have one year attendance in this clubs. To do this, 280 were randomly selected customers from bodybuilding clubs and data was collected through Junk word of mouth advertising questionnaire (2007) and reliability α=0.85, Lim intonation to revisited questionnaire (2006) and reliability α= 0.91. Research method was Correlational and Pearson correlation coefficient and linear regression were used for analyze data. The result of the regression analysis revealed that all the components of word of mouth advertising had the capability of predicting the customer intention to revisit in bodybuilding club (The component elements of receivers expertise). The component actively sought by congruence had the most effect and tie strength had the least effect on the customer intention to revisit in bodybuilding club.
Keywords
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