نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترا مدیریت ورزشی، دانشگاه رازی
2 استادیار مدیریت ورزشی، دانشگاه رازی
چکیده
امروزه باشگاه‌های ورزشی ناگزیر هستند برای ماندن در بازار رقابتی، انتظارات مشتریان خود را همسو با دارایی‌های‌شان برآورده سازند. دراین‌زمینه، بهرة خوشنامی می‌تواند بستر لازم را فراهم آورد؛ بنابراین، هدف این پژوهش علاوه‌بر معرفی عوامل بهرة خوشنامی، بررسی مدل تأثیر خوشنامی باشگاه‌های ورزشی بر انتظارات مشتریان بود. جامعة آماری شامل 1300 مشتری باشگاه‌های استان کرمانشاه (طبق آمار موجود در ادارة تربیت‌بدنی استان) بود که نمونة آماری براساس جدول کرجسی- مورگان برابر با 367 نفر تعیین شد. برای جمع‌آوری داده‌ها از دو پرسش‌نامه استفاده شد: پرسش‌نامۀ بهرة خوشنامی شامل 20 سؤال (81/0=α) و پرسش‌نامۀ انتظارات مشتریان شامل 18 سؤال (83/0=α) که روایی صوری آن‌ها به تأیید 10 تن از اساتید مدیریت ورزشی و بازاریابی رسید. براساس یافته‌ها، شش عامل (جاذبه‌های عاطفی، محصولات و خدمات، چشم‌انداز و رهبری، محل و محیط کار، مسئولیت‌های اجتماعی و زیست‌محیطی و عملکرد مالی) در بهره خوشنامی باشگاه‌های ورزشی دسته‌بندی شدند که ازاین‌میان، تنها، عامل جاذبه‌های عاطفی و مسئولیت‌های اجتماعی و زیست محیطی نتوانسته بودند بر انتظارات مشتریان تأثیرگذار باشد؛ براین‌اساس، مدیران برای تأمین انتظارات مشتریان خود باید به عوامل مؤثر به آن توجه کنند و راهبردهای نوینی درزمینۀ کسب خوشنامی باشگاه فراهم آوردند؛ زیرا، خوشنامی باشگاه نقش مهمی در انتظارات مشتریان از باشگاه دارد.
کلیدواژه‌ها
عنوان مقاله [English]
The Effect of Quotient Reputation with Customers' Expectations Sport Clubs
نویسندگان [English]
- Akram Ghobadi Yeganeh 1
- Shirin Zardoshtian 2
1 Ph.D. Student in Sport Management, Razi University
2 Assistant Professor of Sport Management, Razi University
چکیده [English]
Today, Sport Clubs are compelled to stay in the competitive market by satisfying the expectations of their customers in line with their assets. "The Quotient reputation", in this context, can provide the necessary ground. So, the purpose of this study, in addition to the introduction of the reputation, was investigated the impact of reputation Clubs model on the customers' expectations. The population consists of 1300 customer of Kermanshah province clubs (according to statistics of the Department of Physical Education) that a sample was set on 367 of people by Kersey- Morgan table. Two questionnaires were used to collect data: the Quotient reputation questionnaire contains 20 questions (α = 0.81) and customer expectations questionnaire contains 18 questions (α= 0.83); that its validity by 10 tons of sports management and marketing was confirmed. The findings, based on six factors (emotional appeal, products and services, vision and leadership, location and working environment, social responsibility and environmental and financial performance) in the sports clubs were classified reputation, of which only operating attractions emotional and environmental responsibilities could not impact on customers' expectations. Accordingly, the managers to meet the expectations of customers need to pay attention to factors affecting it and created new strategy in the field of business reputation of the club because the club reputation of the club has an important impact on our customers' expectations.
کلیدواژه‌ها [English]
- Reputation
- Expectation
- External Stakeholders
- Sport Club
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