نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار پژوهشگاه تربیت‌بدنی وعلوم ورزشی

2 استاد دانشگاه تربیت ‌مدرس

3 استاد دانشگاه تربیت‌ مدرس

4 دانشیار دانشگاه علامه‌ طباطبایی

چکیده

هدف از پژوهش حاضر، طراحی مدل تأثیر بازارگرایی پارک­های ورزشی تفریحی آبی بر رفتار آتی مشتریان با توجه به متغیر میانجی ارزش ادراک­شده می باشد. این پژوهش به­لحاظ هدف کاربردی بوده و از منظر روش گردآوری داده­ها، توصیفی ـ پیمایشی می­باشد. جامعۀ آماری پژوهش را مراکز تفریحی ورزشی آبی کشور تشکیل دادند که ­از میان آن­ها، پنج مرکز بزرگ­تر به­عنوان نمونۀ پژوهش (به­صورت هدفمند) ­انتخاب شدند. ­شایان­ذکر است که نمونه­گیری ­در پژوهش حاضر به­صورت ­تصادفی ـ طبقه­ای انجام شده است و شامل دو گروه پرسنل و مشتریان می­باشد. یافته­ها نشان می­دهد که 7/56 درصد از مشتریان مراکز مرد هستند و 3/43 درصد نیز زن می­باشند. همچنین، مشخص شد که­درآمد سرانۀ خانوار 50 درصد از مشتریان، کمتر از یک میلیون تومان ­است. به­لحاظ سطح تحصیلات نیز بیش از 50 درصد از پرسنل دارای تحصیلات دانشگاهی می­باشند. ارزش شاخص­ها درمدل به­دست­آمده از پژوهش در حد قابل­قبولی می­باشند و لذا، برازش مدل تأیید می­شود. علاوه­براین، براساس نتایج مشخص می­شود که ­بازارگرایی مشتریان، (به­صورت مستقیم) تأثیر معناداری ­بر رفتار آتی ندارد، اما تأثیر آن بر ارزش ادراک­شده­معنادار می­باشد. ارزش ادراک­شده نیز می­تواند نقش واسطه را در ارتباط با بازارگرایی و رفتار آتی مشتریان ایفا کند. همچنین، می­توان گفت که مؤلفۀ مشتری­گرایی، دارای بیشترین تأثیر بر ارزش ادراک­شدۀ مشتریان می­باشد. براساس یافته­ها به مدیران مراکز تفریحی ورزشی پیشنهاد می­شود که در­راستای اهداف توسعه­ای خود، ضمن تدوین راهبردهای بازاریابی، به متغیر ارزش ادراک­شده و ارتقای آن نیز توجه وی‍ژه­ای داشته باشند.

کلیدواژه‌ها

عنوان مقاله [English]

Modeling the Impact of Market Orientation on Customer Future Behavior in Sport Facility According Perceived Value‌

نویسندگان [English]

  • Mohsen Smaeili 1
  • Mohammad Ehsani 2
  • Hashem Koozechian 3
  • Habib Honari 4

چکیده [English]

The aim of this Research is design a model for impact of water sport center's market orientation on customer future behavior with attention to perceived value. The kind of research was survey and descriptive. Statistical populations were water sport centers in IRAN those choice five biggest centers. Sampling method was classification random and there were two groups, customers and staff. For data analyzing used of SEM method with use of AMOS and SPSS softs.  Results showed that 56.7% of customers was male and 43.3% female. Family income in half of customers was less than one million Toman and 50% had upper this. More than 50% of staff has academic education. Index values inmodel were in acceptable range and model was confirmed. Results showed market orientation hasn’t directly significant influence on customer future behavior, but has influence on perceive value and this variable can play mediator role between market orientation and customer future behavior. Market orientation factor has greatest impact on customer perceive value. Centers managers in addition design a market strategy for attach the goals, should attention to improvement perceive value and these indexes.

کلیدواژه‌ها [English]

  • Perceive Value
  • Market Orientation
  • Customer Future Behavior
  • Water Sport Centers
1. Agrawal. S., Erramilli, M. K., & Dev, C. S. (2003). Market orientation and performance in service firms: Role of innovation. Journal of Service Marketing, ­ ­17(1): 68-82.
2. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and protifitability: Finding from Sweden. Journal of Marketing, 58(3): 53-66.
3. Annie. H. L., & Mark, P. L. (2001). Developing loyal customers with a value-adding sales force: Examining customer satisfaction and the perceived credibility of consultative salespeople. Journal of Personal Selling & Sales Management­, ­21(­­­­2):  147-­56.
4. Augusto, M.­, & Coelho, F. (2009). Market orientation and new-to-the-world products: Exploring the moderating effects of innovativeness, competitive strength, and environmental forces. Industrial Marketing Management, ­­38(1): 94-108.
5. Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the Academy of Marketing Science, 28(1): 95–108.
6. Brady, M. K., & Cronin, J. J. (2001). Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of Service Research, 76(2):      193-218
7. Caruana, A. (2002). Service Loyalty: The Effects of Service Quality and the Mediating role of Customer Satisfaction. European Journal of Marketing, 36(7):     811-28.
8. Chaipakdee, S., & Wetprasit, P. (2010). The relationships among service quality, customer satisfaction, perceived value, and behavioral intentions in Sea-Kayaking Operations: A case study of Phuket and Phang-Nga Province, Thailand.International Journal of Agricultural Travel and Tourism ISSN: 1906-8700 .2 (2): 122-37
9. Chang, T., & Albert, R. W. (1994). ­Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22­ (1): 16–27.
10. Chen, S.­ G., & Quester, P. (2006). ­Modeling store loyalty: Perceived value in market orientation practice. Journal of Services Marketing­, ­20­ (­3): 188­-­­98.
11. Chien, L., Len, T., & Michael, S. (2011). The path of effects from customer value and satisfaction to customer lifetime value­–­evidence from banking industry in Taiwan. Ph.D. thesis. Leicester Business School, De Montfort University.
12. Cronin, J. R. J. J., Michael, K. M., & Hult, G. T. (2000). Assessing the effects of q­uality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(­2): 74-84.
13. Divandari, A. (2008). Market orientation and business performance in Iran. Journal of Business Management. 1 (1): 39-54. (Persian)
14. Doaei, H., & Bakhteari, A. (2007). The effect of market orientation culture on the performance of commercial vehicle maker companies in Mashhad.  Quarterly Journal of Commerce. 42: 53-82. (Persian)
15. Drayer, J., & Shapiro, S. L. (2011). An examination into the factors that influence consumer's perceptions of value. Sport Management Review, 86(10): 15-25.  
16. Duncan, M., & Gray. H. (2002). The relationships among service quality, value, satisfaction, and Australian Sports and Leisure Centre. Sport Management Review, 5(2): 25-43.
17. Farrelly, F., Quester, P., & Clulow, V. (2008). Exploring market orientation and satisfaction of partners in the sponsorship relationship. Australasian Marketing Journal (AMJ),­ 16(2): 51–66.
18. Gale, B. T., & Donald, J. S. (2006). Customer value accounting for value-based pricing. Journal of Professional Pricing, 15(3): 30-3.
19. Garavand, A., Nuraei, M., & Saei, A. (2010). The effect of the marketing mix in the purchase decision and customer satisfaction production cooperatives city Koohdasht. Taavon. 21 (3): 69-87. (Persian)
20. Ghasemi, V. (2013). structural equation modeling in social research by Amos Graphics. Azerakhsh press. (Persian)
21. Greenwell, T. C., Fink, J. S., & Pastore, D. L. (2002). Assessing the influence of the physical sports facility on customer satisfaction within the context of the service experience. Sport Management Review, ­ 5 (1): 129-­48.
22. Hellier. P. K., Geursen, G.­ M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, ­­37(11/12): ­1762­–­­800.
23. Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8): 737-­64.
24. Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, W.E., Jr., & Schlesinger,L.A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2): 163, 164-75.
25. Kaffash pur, A., Zendeh del, A., & Khajavi, R. (2010). Effect of TQM on organizational performance through market orientation. Case Study: Hotel three, four and five-star city of Mashhad. Journal of Economics and Business. 1(1): 111-31. (Persian)
26. Kaveh, M., Mosavi, S. A., & Ghaedi, M. (2012). The application of European customer satisfaction index (ECSI) model in determining the antecedents of satisfaction trust and repurchase intention in five-star hotels in Shiraz, Iran. African Journal of Business Management, ­ 6(1): 6103-­13.
27. Kaynak,K. (2003). The relationship between total quality management practices and their effects of firm performance. Journal of Operations Management, 21­ (4):   405–­35.
28. Kumar, A., & Grisaffe, D. (2004). Effects of extrinsic attributes on perceived quality, customer ­value, and behavioral intentions in B2B settings: A comparison across goods and service industries. Journal of Business-To-Business Marketing, ­ 11(4): 43-74.
29. Liao, J. F. (2009). The effects of internal marketing on customer orientation in the banking industry. (Master Dissertation). United States; California: Golden Gate University.
30. Liu, Y. CH. (2008). An analysis service quality, customer satisfaction and customer loyalty of commercial swim clubs in Taiwan. (Unpublished Doctoral Disseration). Daphne, Alabama­.
31. Nuviala, A., Grao, C. A., Antonio, P. J.,­ Turpin, S., & Nuviala, R. (2012). Perceived service quality, perceived value and satisfaction in groups of users of sports organizations in Spain. Kinesiology, 44(1): 94-103.
32. Pisnik, K., Aleksandra, S., & Boris, G. (2010). Development, validity and reliability of perceived service quality in retail banking and its relationship with perceived value and customer. Satisfaction Managing Global Transitions, 8(­2):      187–205.
33. Rezaei Dolatabadi H., & Khaef Elahi A. (2005). Model to determine the impact of market orientation on business performance according to the marketing capabilities in the chemical industry. Journal of Humanities Teacher. 10 (1): 131-61. (Persian)
34. Sanzo, M., José­, S., María, L., Álvarez, L., & Rodolfo­, V. (2007). ­The effect of a buyer's market orientation on attitudinal loyalty toward a supplier: Is dependence a moderator? ­ Supply Chain Management: An International Journal, 12(­4): 267­–­83.
35. Storbacka, K., Strandvik, T., & Grönroos, C. (1994). Managing customer relationships for profit; The dynamics of relationship quality­. ­International Journal of Service Industry Management, 5(5): 21-38.
36. Theodorakis, N. D., Alexandris, K., Tsigilis, N., & Karvounis, S. (2013). Predicting spectators’ behavioral intentions in professional football: The role of satisfaction and service quality. Sport Management Review, 16(1): 64-75.
37. Tsiotsou, R. H. (2010). ­Delineating the effect of market orientation on services performance: A component-wise approach. The Service Industries Journal­, ­30(3­):   375-403.