Examine the Causal Relationship between Satisfaction and Expectations of Product Quality and Services and the Post-Purchase Behavior of the Sport Consumers with the Mediating Role of Brand Awareness

Abstract

When products and services are purchased, consumers expect certain results from their purchase. The aim of this study was to investigate the relationship between satisfaction and expectations of product quality and service on consumer buying behavior after sports with mediate role of brand awareness. Due to the nature and purpose of the present study, functional and in terms of descriptive and correlational in terms of searching for data, quantitative survey was carried out in a way. The number of samples to questionnaire of 500 people of Fila, randomly and voluntarily responded. 0/91 reliability test using Cronbach's alpha was calculated. In order to analyze the data, descriptive and inferential statistical methods and also for the calculation and information processing software packages SPSS was used. Results showed that between expectations and satisfaction, product quality and service After buying consumer behavior in sport with mediate role of brand awareness there is a significant relationship. According to the results, Confirmed the findings of other researchers of the study can be said to consent or not consumer behavior will affect his future Dissatisfied consumer will separate reaction, he tries to minimize internal conflict and to act in one of two ways or to cancel and return the goods or with the cancellation and return of the goods or by searching for information that may They have confirmed the high value reduces the conflict created.