Document Type : Research Paper
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Abstract
The present study was an attempt to investigate the relationship between branding laws in sporting goods and customer satisfaction level. The population of this study consisted of 850 physical education students in undergraduate and post graduate levels in the University of Mashhad and according to the Morgan table 256 individuals were randomly selected to take part in the stud as the main participants. The instruments used were a) the validated and b) customer satisfaction questionnaire (Bnsordy, 1389). The validity of the questionnaires was confirmed by experts and professors of physical education while their reliability was obtained following the administration to 50 participants similar to the main participants of the study. The Chronbach’s alpha recorded for the researcher-made questionnaire for branding and customer satisfaction questionnaire was 0.81and 0.85, respectively. In order to analyze the collected data, employing LISREL 11software and SPSS version 18, descriptive and inferential statistical techniques such as Kolmogorov-Smirnov test and Pearson correlation were used. The findings showed a significant positive relationship between the laws of branding in sporting goods and the level of customer satisfaction.
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