نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، دانشگاه پیام نور
2 کارشناسی‌ارشد مدیریت ورزشی دانشگاه پیام نور
چکیده
هدف پژوهش حاضر، بررسی تاثیر ادراک از عوامل تعیینکنندة گرایش بازار بر نگرش مشتریان باشگاههای ورزشی شهر تهران بود. روش پژوهش حاضر، همبستگی- پیمایشی و ازنوع مطالعات کاربردی بود که به‌صورت میدانی اجرا شد. تمام افرادیکهبه باشگاههای ورزشی شهر تهرانمراجعهمی‌کردند، جامعةآماریپژوهشراتشکیل دادند. با توجه به جدول مورگان، 384 نفر به‌عنوان نمونة پژوهش انتخاب شدند. برای جمعآوری دادهها از پرسش‌نامة عوامل تعیینکنندة گرایش بازار اوزر و پرسش‌نامة نگرش مشتری عبدالعلیزاده استفاده شد. با استفاده از ضریب آلفای کرونباخ، مقدار پایایی برای پرسش‌نامة عوامل گرایش بازار برابر با 83/0 و برای پرسش‌نامة نگرش مشتری برابر با 89/0 گزارش شد. برای تجزیه‌وتحلیل دادهها از آزمون کشیدگی و چولگی، همبستگی پیرسون و مدل معادلات ساختاری استفاده شد. براساس نتایج حاصل از پژوهش، مؤلفههای گرایش بازار با نگرش مشتری ارتباط معنادار داشتند. براساس نتایج، مدل معادلات ساختاری عوامل گرایش بازار قادر به پیش‌بینی نگرش مشتریان بودند؛ یعنی بخشی از واریانس این مؤلفه را دربین مشتریان تبیین کردند. با توجه به نتایج پژوهش به‌نظر میرسد که مدیران و مسئولان باشگاه باید به عوامل تعیینکنندة گرایش بازار توجه بیشتری کنند و از اثرهای مثبت این گرایشها بر نگرش مشتری بیشتر بهرهمند شوند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Effect of Perception on Determinants of Market Orientation on the Attitude Customers in Sports Clubs in Tehran
نویسندگان [English]
- Seyede Tahere Moosavi Rad 1
- Mahyar Zolnori 2
1 Assistant Professor of Sport Management, Payame Noor University
2 M.Sc. Student in Sport Management, Payam Noor University
چکیده [English]
The purpose of this study was to investigate the role of perception as a determinant of market orientation on the attitude of customers in sports clubs in Tehran. The research method is correlation-survey and is a type of applied research that was carried out in field form. The statistical population of the study consists of all individuals who come to the sports clubs of Tehran. According to Morgan's table, 384 people were selected as the sample of the study. To collect data, a questionnaire on the determinants of Alert & Associates' market trends (2006) and customer attitude questionnaire (1391) Using Cronbach's alpha coefficient, the reliability of the market orientation factors was 0.83 and the customer's attitude was 0.89. To analyze the data of this study, elongation and skidding, Pearson correlation and structural equation model were used. According to the results of the research, the components of market tendency with customer's attitude were significant. Based on the results, the structural equation model of market orientation factors was able to predict customer attitudes, which is part of the variance of this component among customers. According to the results of the study, it seems that the managers and officials of the club should pay more attention to the factors determining the market orientation and benefit from the positive effects of these tendencies on the customer's attitude.
کلیدواژه‌ها [English]
- Customer Orientation
- Rivalry
- Market Environment
- Customer Attitude
- Sports Club
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