The Relationship between Internal Marketing and Revisit Intentions in Private Women s Fitness Clubs of Tehran

Background: The purpose of the present research was to examine the relationship between internal marketing and revisit intentions in private women s fitness clubs of Tehran. Materials and methods: The population of this correlational research consisted of all the employees and customers of these clubs. Using random cluster sampling and Morgan s table, 165 employees and 335 customers were selected as the sample. Data were collected using the Internal Marketing Questionnaire of Money and Foreman (1995) (a=0.94 ) and Behavioral Future Intention Scale (BFIS) of Lim (2006) (a=0.77 ). Kolmogorov-Smirnov test, Pearson correlation coefficient, F-test, ANOVA, and multivariate regression were used for data analysis. Results and discussions: The results indicated that there was a significant relationship between internal marketing and revisit intentions (r=0.032;r=0.12 ).Moreover, the results of F-test showed that revisit intentions were significantly different in fitness clubs with different levels of internal marketing (f=8.53;p=0.000 ).The results of regression analysis showed that there were significant relationships between the components of internal marketing and revisit intentions (R=0.27 ). Moreover, the components of internal marketing predicted 7 percent of changes in revisit intentions (R2=0.07;P<0.01 ), and information sharing was the strongest predictor of revisit intentions (B=0.26;P<0.000 ). Conclusion: Therefore, enhanced internal marketing, especially in terms of information sharing, can increase employee engagement, create synergy, and consequently increase satisfaction and revisit intentions

کلیدواژه ها:

Internal marketing ، revisit intentions ، customers ، fitness cubs