Predicting the Future Behavior of Customers of Aquatic Parks based on Social Identity of Brand

Abstract

The purpose of current study was "Predicting the Future Behavior of Customers of Aquatic Parks in Mashhad based on Social Identity of Brand". The method of this study was descriptive and correlative. The statistical population was consisted all customers in Mashhad aquatic parks in the summer of 2015, that based on the existing sources, 377 questionnaires were distributed with an expectancy of 90% returned. Also to collect information, 2 questionnaires including brand's social identity Hay et al. (2011) and the decisions of future behavior (BFIS) Berry (1996) were used. The results showed that all subscales of Brand's Social Identity are not effective on the future behavior of customers and the impact of these subscales that increase the future behavior of customers, according to a beta coefficient of components, that have the highest impact respectively: 1. Customers confiedence in brand (beta 0.35) 2. Consumer's satisfaction (beta 0.16) 3. Perceived value of the brand (beta 0.11). Results showed a good correlation between future behavior of the customer's and perceived value of the brand. If we define the perceived value of the product or service that is under the influence of brand identity as the measure of value by customers to brand's product and the cost that their spend to gain that product or service, then provided services by these aquatic parks have high value for the customers. Or we can say that the good identity of brand had a positive effect on percieved value of brand.