Providing a Model of the Effect of Emotional Commitment and Continued Commitment on Customers Going to Buy and Support Intention Case Study: Enghelab Sport Complex of Tehran

Abstract

The aim of current study was providing a model of the effect of emotional commitment and continued commitment on customers’ going to buy and Support intention. The statistical population was the whole consumers of Enghelab sport complex of Tehran that based on the number of questions of questionnaires (30 questions) 300 samples were selected. With reviewing the literature of the study, the primary research model was designed and based on that, the questionnaire was made and validity of questionnaire was confirmed by some academic experts and factor analysis. For analyzing the data, was used SEM (Structural equation modeling). The results from the model was shown emotional and continued commitment have effects on going to buy and customers’ support intention. Also, the model has goodness and high fitness and shown that the designed relationships of variables had been logical on research theoretical base. Focus on the result, was suggested to make customers commitment, and should be considered to serving customers and suppliers expectations in line with expectations and beyond their expectations that consequently has increased purchase intention and support customers of Enghelab Sports Complex. 1. Masoud Freydoni, (Ph.D student) Mazndaran University, Mazndaran, Iran