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مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه مازندران

2 استادیار مدیریت ورزشی، دانشگاه شهید مدنی آذربایجان

3 دانشیار مدیریت ورزشی، دانشگاه مازندران

چکیده

حیات فروشگاه‌های ورزشی به جذب و نگهداری تعداد کافی مشتریان وابسته است. شناخت دلایل جذب و رویگردانی مشتریان بسیار اهمیت دارد. هدف اصلی از انجام این پژوهش، طراحی مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی بود. روش پژوهش توصیفی- پیمایشی بود. جامعة آماری مشتریان فروشگاه­های ورزشی شهر تهران بودند که از منطقة منیریه خرید کرده بودند و 337 نفر به روش نمونه‌‎گیری تصادفی ساده به‌عنوان نمونه انتخاب شدند. از پرسش‌نامة استاندارد عمادی و همکاران (1393) برای جمع‌آوری داده‌ها استفاده شد. روایی محتوایی آن به تأیید 10 نفر از متخصصان مدیریت ورزشی رسید. برای محاسبة پایایی، در مطالعه‌ا‌ی مقدماتی 30 پرسش‌نامه توزیع شد که ضریب آلفای کرونباخ برابر با 93/0 محاسبه شد. برای تجزیه‌وتحلیل داده­ها از نرم‌افزار اس.پی.اس.اس. و ایموس استفاده شد. نتایج نشان داد که ابعاد تک بعدی با بار عاملی 87/0، بعد بی‌تفاوت با بار عاملی 85/0، بعد اساسی با بار عاملی 68/0 و بعد جذاب با بار عاملی 59/0 بیشترین تأثیر را بر رویگردانی مشتریان از فروشگاه های ورزشی داشتند. همچنین، در بعد اساسی، وجود کیفیت نامناسب اجناس فروشگاه با بار عاملی 82/0، در بعد عملکردی، نبود دسترسی مناسب و راحت به فروشگاه با بار عاملی 94/0، در بعد انگیزشی، قیمت نامناسب اجناس فروشگاه با بار عاملی 86/0 و در بعد بی‌تفاوت، تبلیغات نامناسب فروشگاه در سطح شهر با بار عاملی 87/0، به­عنوان مهم­ترین گویه‌های رویگردانی مشتریان بودند؛ براین‌اساس، می‌توان بیان کرد که مدیران همواره باید عوامل تأثیرگذار بر رویگردانی مشتریان خود را به‌خوبی درک کنند و برای کاهش این عوامل سعی کنند تا بتوانند در رقابت با سایر رقبا به مزیت رقابتی دست یابند و مشتریان وفادارتری داشته باشند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A Structural Model for Customers Switching from the Sports Shops

نویسندگان [English]

  • Meysam Noori Khanyourdi 1
  • Mehdi Bashiri 2
  • Morteza Dusti 3

1 Ph.D. Student of Sport Management, University of Mazandaran

2 Assistant Professor of Sport Management, Azarbaijan Shahid Madani University

3 Associate Professor of Sport Management, University of Mazandaran

چکیده [English]

The Survival of the sports shops depends on attracting and maintaining a sufficient number of customers. The recognition of the reasons for attracting and switching customers is very important. The purpose of this study was to introduce a structural model for customers switching from sports shops. The research method was descriptive-survey. The statistical population of this research was the customers of Tehran sports shops, who bought from the region of Moniriyeh. Among which 337 individuals were selected with a simple random method based on the Morgan's table. The standard questionnaire designed by Emadi et al (2014) was used to collect data. The content validity of the questionnaire was approved by ten sports management experts. In a pilot study to calculate the reliability of the questionnaire 30 questionnaires were distributed and Cronbach's alpha of 0.93 was obtained. The data were analyzed using SPSS and AMOS software. The results showed that the functional dimension of the factor load of 0.87، the indifference dimensions with the factor load of 0.85, the basic dimension of the factor load of 0.68, and the motivational dimension with the factor load of 0.59 had the most effect on customers switching. Also, in the fundamental aspect, poor quality of the goods of the shop with the factor load of 0.82; in functional dimension, the lack of convenient and convenient access to the store with the factor load of 0.94; in the motivational dimension, unreasonable price of the goods of the shop with the factor load of 0.86 and in the indifferent dimension, Inappropriate advertising for the store in the city with the factor load of 0.87 were the most important component of customer loss from sports shops. Overall, we conclude that managers must always understand the factors affecting their customer switching and try to reduce them in order to compete with other competitors to achieve competitive advantage and have more loyal customers.

کلیدواژه‌ها [English]

  • Switching
  • Customers
  • Sports Shops
  • Kano
  • Marketing
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مطالعات مدیریت ورزشی
دوره 12، شماره 60
خرداد و تیر 1399
خرداد و تیر 1399
صفحه 169-192
فایل ها
سابقه مقاله
  • تاریخ دریافت: 10 مهر 1397
  • تاریخ بازنگری: 10 بهمن 1397
  • تاریخ پذیرش: 27 بهمن 1397
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