نوع مقاله : مقاله پژوهشی
نویسنده
استادیار مدیریت ورزشی، دانشگاه اراک
چکیده
هدف پژوهش حاضر، تبیین رابطة بازارگرایی و برندگرایی با عملکرد باشگاه‌های ورزشی استان اصفهان و ارائة مدل معادلات ساختاری بود. روش پژوهش، توصیفی- تحلیلی ازنوع همبستگی بود که برای مدل‌سازی از رویکرد حداقل مربعات جزئی استفاده شد. نمونة آماری پژوهش کسب‌و‌کارهای ورزشی شامل باشگاه‌های ورزشی بودند که بدین‌منظور از روش نمونه‌گیری تصادفی ساده استفاده شد. نتایج نشان داد که بازارگرایی و برندگرایی بر عملکرد باشگاه‌های ورزشی اثر مثبت و معناداری دارند و عملکرد باشگاه‌های ورزشی به‌واسطة بازارگرایی و برندگرایی پیش‌بینی می‌شود. به‌نظر می‌رسد کسب‌وکارهایی که درپی به‌دست‌آوردن اطلاعاتی از مشتریان باشند تا نیازهای حال و آیندة خود را برآورده کنند، عملکرد مناسب‌تری دارند. به‌عبارتی، بازارگرایی پیش‌بینی‌کنندۀ مهمی برای عملکرد باشگاه‌ها است. علاوه‌براین، کسب‌وکارهایی که فرایند ایجاد و توسعة برند را دنبال می‌کنند بر عملکرد تأثیر مثبتی دارند و افراد ممکن است در واکنش به یک برند خوب و شناخته‌شده، تمایل بیشتری برای خرید از باشگاه ورزشی کوچک داشته باشند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Determining the Relationship of Market Orientation and Brand Orientation with Sports Clubs’ Performance
نویسنده [English]
- Zeinab Mondali Zadeh
Assistant professor of sport management, Arak university
چکیده [English]
The purpose of this study was to determine the relationship of market orientation and brand orientation with small sports clubs' performance in Isfahan Province and to present the structural equation modeling. The research method was descriptive-analytic and correlation type. For modeling, we used the partial least squares approach. The statistical sample of research was sport businesses including small sports clubs, which were selected by simple random sampling. The results showed that there is a positive and significant relationship between market orientation and brand orientation and the sports clubs’ performance, and the sports clubs’ performance is predicted by market orientation and brand orientation. It seems that businesses seeking to obtain information from customers in order to meet their present and future needs have a better performance. In other words, market orientation is an important predictor for the clubs’ performance. Additionally, businesses following the process of creating and developing the brand have a positive impact on the clubs’ performance. People may be more likely to buy a small sports club in response to a well-known brand.
کلیدواژه‌ها [English]
- Market orientation
- Sports club
- Brand orientation
- Performance
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