نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی دانشگاه پیام نور تهران

2 استادیار دانشگاه پیام نور

چکیده

هدف از پژوهش حاضر، مدل یابی سرمایۀ اجتماعی مدیران با وفاداری مشتریان استخرهای مشهد بود. جامعۀ آماری آن را مدیران استخرهای شهر مشهد به تعداد 150 نفر و نیز مشتریان این استخرها به تعداد نامحدود تشکیل دادند. با استفاده از جدول مورگان تعداد نمونه در بخش مدیران 108 نفر و در بخش مشتریان 384 نفر برآورد شد. نتایج نشان می­دهد که بین سرمایۀ اجتماعی و وفاداری مشتریان استخرهای خصوصی و دولتی شهر مشهد رابطۀ مثبت و معناداری وجود دارد. همچنین، بین مؤلفه‌های سرمایه اجتماعی با وفاداری مشتریان رابطۀ مثبت و معناداری مشاهده می‌شود. نتایج تحلیل رگرسیون نیز حاکی از آن است که تنها سرمایۀ شناختی، واجد شرایط پیش‌بینی وفاداری مشتریان می‌باشد. درنهایت، یافته‌های تحلیل مسیر در مدل یابی پژوهش نیز بیانگر آن است که سرمایۀ اجتماعی مدیران تأثیر معناداری بر وفاداری آن‌ها دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Modeling Pools Managers’ Social Capital with Customer Loyalty in Mashhad

نویسندگان [English]

  • Ramin Iraji Noghondar 1
  • Morteza Rezayi Soofi 2

1 Ph.D. Student of Sport Management, Payame Noor University, Tehran

2 Assistant Professor of Sport Management, Payam Noor University

چکیده [English]

The aim of this study was to model pool managers’ social capital in terms of customer loyalty. The statistical population of this study was all managers of public and private pools in the city of Mashhad (N=150) as well as the customers of those pools. Based on Morgan table, 108 and 384 people were selected from pool managers and clients, respectively, through random cluster sampling from 12 out of 50 pools in the city of Mashhad. Results showed that between social capital and customer loyalty in Mashhad significant positive correlation between public and private pools there. A significant positive relationship was found between components of capital (structural, cognitive, and communication) and customer loyalty. However, the results of the regression analysis revealed that only the cognitive capital is qualified as a predictor of customer loyalty. The path analysis indicate that the structural model of managers’ social capital has significant effect on customer loyalty.

کلیدواژه‌ها [English]

  • Social Capital
  • Managers
  • Loyalty
  • Customers
  • Pool
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