prediction of costumers' loyalty and word of mouth advertising by components of satisfaction in sport clubs: a study of zanjan bodybuilding clubs

the aim of this study was to describe and determine the relationship between satisfaction and customer loyalty and word of mouth advertising in zanjan bodybuilding clubs. the population of this study included all customers of bodybuilding clubs in zanjan city who had at least one year of physical activities in these clubs. 280 customers were randomly selected from bodybuilding clubs and data of personal characteristics were collected by a checklist, chen satisfaction questionnaire (2008) (α=0.84), lim loyalty questionnaire (2006) (α= 0.92) and kim word of mouth advertising questionnaire (2008) (α=0.89). research method was correlation and pearson correlation coefficient and linear regression were used to analyze data. generally, findings revealed a moderate relationship between components of satisfaction and customer loyalty in zanjan bodybuilding clubs (r=0.550). there was a moderate relationship between satisfaction and word of mouth advertising in zanjan bodybuilding clubs (r=0.462). the results showed that satisfaction could affect customer loyalty and word of mouth advertising in zanjan bodybuilding clubs. results also revealed that satisfaction was a proper predictor of loyalty and word of mouth advertising in zanjan bodybuilding clubs.