مطالعات مدیریت ورزشی

شماره جاری

بر اساس شماره‌های نشریه

بر اساس نویسندگان

بر اساس موضوعات

نمایه نویسندگان

نمایه کلیدواژه ها

درباره نشریه

اهداف و چشم انداز

اعضای هیات تحریریه

بانک ها و نمایه نامه ها

پیوندهای مفید

پرسش‌های متداول

اطلاعات آماری نشریه

داوران

هزینه های دریافتی

فرایند پذیرش مقالات

راهنمای نگارش مقاله

تأثیر ویژگی‌های کیفیت خدمات رویداد بر شادی و وفاداری ورزشکاران چهاردهمین دورة المپیاد ورزشی دانشجویان کشور با نقش میانجی رضایتمندی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه خوارزمی

2 دانشجوی کارشناسی‌ارشد مدیریت ورزشی، دانشگاه تهران

3 استادیار مدیریت ورزشی، دانشگاه شیراز

چکیده

دانشجویان، قشر مهم جوانان شناخته می­شوند و شرکت در رویداد­های ورزشی با کیفیت بالا می­تواند باعث افزایش رضایت از زندگی، سلامت روح و جسم آن­ها شود؛ بنابراین، هدف از انجام پژوهش حاضر، بررسی تأثیر ویژگی­­های کیفیت خدمات رویداد بر شادی و وفاداری ورزشکاران چهاردهمین المپیاد ورزشی دانشجویان کشور با نقش میانجی رضایتمندی است. تعداد 180 نفر از ورزشکاران حاضر در چهاردهمین دورة المپیاد ورزشی دانشجویان کشور، داوطلبانه به‌عنوان نمونة پژوهش انتخاب شدند. برای جمع­آوری داده­های مطالعه از پرسش‌نامه‌های­ کیفیت خدمات رویداد الکساندرس (2004)، مقیاس رضایتمندی برادی و همکاران (2006)، مقیاس وفاداری زیتسمال و همکاران (1996) و مقیاس شادی نیکلا (2009) استفاده شد. برای آزمون فرضیه­ها از مدل معادلات ساختاری حداقل مربعات جزئی با استفاده از نرم­افزار اسمارت پی.­ال.­اس. سه استفاده شد نتایج نشان داد که مدل اندازه­گیری مناسب است؛ یعنی سازگاری درونی، روایی همگرا و روایی واگرا همة متغیرهای پژوهش تأیید شدند و در نتایج مدل ساختاری شاخص R2 متغیرهای رضایتمندی، وفاداری و شادی به‌ترتیب برابر با 630/0، 417/0 و 113/0 و شاخص Q2 متغیر رضایتمندی، وفاداری و شادی به‌ترتیب برابر با 465/0، 328/0 و 071/0 بودند. مدل ساختاری نشان داد که رضایتمندی تأثیر معناداری بر وفاداری و شادی داشت. وفاداری نیز بر شادی تأثیرگذار بود و درنهایت، کیفیت نتایج بر رضایتمندی تأثیرگذار بود. نتایج تحلیل اهمیت- عملکرد نشان داد که کیفیت نتایج بیشترین تأثیر را بر شادی داشت؛ بنابراین، پیشنهاد می­شود که با ارائة رویدادی با کیفیت بالا می­توان موجب افزایش شادی و متعاقب آن، رضایت از زندگی دانشجویان شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Impact of Sports Event Services Quality Features on Happiness and Loyalty of Athletes in 14th Sports Olympiad for University Students in Iran with Mediation of Satisfaction

نویسندگان [English]

  • Solieman Abdollahi 1
  • Sahar Khani Zadeh 2
  • Mohammad Hassan Abdollahi 3

1 Ph.D. Student in Sport Management, Kharazmi University

2 M.Sc. Student in Sport Management, Tehran University

3 Assistant Professor of Sport Management, University of Shiraz

چکیده [English]

The participation of students in high quality sports events may improve their satisfaction of life, health of soul, and health of body. However, this study aimed to investigate the impact of sport events services features on happiness and loyalty of athletes in 14th Sports Olympiad for University Students in Iran with mediation of satisfaction with event. For this purpose, 180 volunteers from among athletes in 14th Sports Olympiad for University Students in Iran were selected as sample. The research tools included Alexandris’s Sports Event Service Quality Questionnaire (2004), Brady et al.’s Satisfaction with Sports Events Scale (2006), Zeithaml et al.’s Loyalty Scale (1996), and Nicolas’s Happiness Scale (2009). At Smart PLS 3 software, the partial least squares structural equation model was used to test the hypotheses. The internal reliability, convergent validity, and divergent validity of all variables were confirmed. The results of structural model showed that the R2 indices of satisfaction, loyalty, and happiness variables were 0.630, 0.417, and 0.113, respectively. The Q2 indices of satisfaction, loyalty, and happiness variables were 0.465, 0.328, and 0.071, respectively. Also, the results of structural model showed that the satisfaction had a significant impact on happiness and loyalty of students. The loyalty also affected their happiness. And, results quality affected their satisfaction. Also, the results of significance-performance analysis indicated that the quality of results had the greatest impact on happiness of students. Therefore, holding a high-quality event may promote the happiness and life satisfaction of students.

کلیدواژه‌ها [English]

  • Event Service Quality
  • Happiness
  • Satisfaction
  • Loyalty
  • Sports Olympiad for University Students
مراجع
  1. Akhshi, N., & Golabi, F. (2015). Social happiness and social participation. Journal of Applied Sociology, 26(3), 139-60. (Persian).
  2. Aksoy, L., Keiningham, T. L., Buoye, A., Larivière, B., Williams, L., & Wilson, I. (2015). Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness. Journal of Business Research, 68(12),         2464-76.
  3. Alexandris, K., Theodorakis, N., Kaplanidou, K., & Papadimitriou, D. (2017). Event quality and loyalty among runners with different running involvement levels: The case of The Alexander the Great. International Journal of Event and Festival Management, 8(3), 292-307.
  4. Alexandris, K., Zahariadis, P., Tsorbatzoudis, C., & Grouios, G. (2004). An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context. European Sport Management Quarterly, 4(1), 36–52.
  5. Arazeshi. N., Sepasi. H., Nour Bakhsh. P., & Nour Bakhsh. M. (2018). Development and validation of service quality assessment tool in sporting events: Case study of I.R. Iran Major Basketball League. Sport Management Studies, 10(48), 243-66. (Persian).
  6. Bamford, D., & Dehe, B. (2016). Service quality at the London 2012 games: A Paralympics athletes survey. International Journal of Quality & Reliability Management, 33(2), 142-59.
  7. Blaschko, T. M., & Burlingame, J. (2002). Assessment tools for recreational therapy and related fields. Available at: https://www.amazon.com/Assessment-Recreational-Therapy-Related-Fields/dp/1882883454  (11 October 2016).
  8. Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3),       34–49.
  9. Brady, M. K., Voorhees, J. J., Cronin, J., & Bourdeau, B. L. (2006). The good guys don’t always win: The effect of valence on service perceptions and consequences. Journal of Services Marketing, 20, 83–91.
  10. Chen, L. H., Chen, M. Y., Ye, Y. C., Tung, I. W., Cheng, C. F., & Tung, S. (2012). Perceived service quality and life satisfaction: The mediating role of the actor's satisfaction-with-event. International Journal of Sports Marketing and Sponsorship, 13(4), 7-24.
  11. Clemes, M. D., Brush, G. J., & Collins, M. J. (2011). Analyzing the professional sport experience: A hierarchical approach. Sport Management Review, 14(4), 370-88.
  12. Dagger, T. S., & Sweeney, J. C. (2006). The effect of service evaluations on behavioral intentions and quality of life. Journal of Service Research, 9, 3–18.
  13. Du, J., Jordan, J. S., & Funk, D. C. (2015). Managing mass sport participation: Adding a personal performance perspective to remodel antecedents and consequences of participant sport event satisfaction. Journal of Sport Management, 29(6), 688-704.
  14. Esmaeili, M., Moein fard, M., Shushinasab, P., Bonasbordi, A. (2014). The relationship between service quality dimensions with loyalty in aquatic sport parks' sport tourists in Mashhad. Scientific Journal of Organizational Behavior Management in Sport Studies, 1(3), 101-12. (Persian).
  15. Moreno, F. C., Prado-Gascó, V., Hervás, J. C., Núñez-Pomar, J., & Sanz, V. A. (2015). Spectator emotions: Effects on quality, satisfaction, value, and future intentions. Journal of Business Research, 68(7), 1445-9.
  16. Ghazi Zadeh, M., Beiginia, A., Abbaspour, M., & Anbari, A. (2011). A survey about the effect of relationship marketing on customer loyalty by ERM model (A case study: Mellat Insurance Company). Business Strategies, 9(47), 407-22. (Persian).
  17. Ghezelsefloo, H. R., & Kalateh Seifari, M. (2017). Designing of SEM model of sport spectator’s future intention attendance in World Volleyball’s League in terms of priority in service quality and satisfaction. Sport Management Studies, 9(43), 17-38. (Persian).
  18. Gong, T., & Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty, and happiness in five Asian countries. Psychology & Marketing, 35(6),      427-42.
  19. Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18, 36–44.
  20. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Los Angeles, CA: SAGE.
  21. Hamidi, M., Andam, R., & Faizi, S. (2013). The study of dimensions of cultural intelligence in volunteers for sport. Journal of Sport Management, 5(3), 5-20. (Persian).
  22. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-35.
  23. Howat, G., Crilley, G., & McGrath, R. (2008). A focused service quality, benefits, overall satisfaction and loyalty model for public aquatic centres. Managing Leisure, 13(3-4), 139-61.
  24. Ko, Y. J., Kim, Y.K., Kim, M. K., & Lee, J. H. (2010). The role of involvement and identification on quality perception and satisfaction. Asia Pacific Journal of Marketing & Logistics, 22(1), 25-39.
  25. Kyle, G. T., Theodorakis, N. D., Karageorgiou, A., & Lafazani, M. (2010). The effect of service quality on customer loyalty within the context of ski resorts. Journal of Park and Recreation Administration, 28(1),1-15.
  26. Lazarus, R. S. (1991). Emotion and adaptation. New York, NY: Oxford University Press.
  27. Martinez, J. A., & Martinez, L. (2010a). Rethinking perceived service quality: An alternative to hierarchical and multidimensional models. Total Quality Management & Business Excellence, 21(1), 93–118.
  28. Martínez, J. A., & Martinez, L. (2010b). Some insights on conceptualizing and measuring service quality. Journal of Retailing and Consumer Services, 17(1), 29-42.
  29. Masoumy Shob, M., Forghani Ozrudi, M.B., & Sadeghi, M. (2016). Relationship between service quality and aesthetic dimensions with customer's loyalty. Sport Management Studies, 7(34), 91-112. (Persian).
  30. Nejhad Sajadi, S. A., Ghorbani, M., & Mir Yousefi, S. (2016). The role of satisfaction on the relation between service quality with sport commitment in Gym and Aerobics women's club of Kerman province. Scientific Journal of Organizational Behavior Management in Sport Studies, 3(4), 79-88. (Persian).
  31. Nicolao, L., Irwin, J. R., & Goodman, J. K. (2009). Happiness for sale: Do experiential purchases make consumers happier than material purchases? Journal of Consumer Research, 36(2), 188-98.
  32. Orth, U. R., Limon, Y., & Rose, G. (2010). Store-evoked affect, personalities, and consumer emotional attachments to brands. Journal of Business Research, 63,       1202-8.
  33. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
  34. Pollack, B. L. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Services Marketing, 23, 42–50.
  35. Ringle, C. M., Wende, S., & Becker, J.-M. (2015). Smart PLS 3. Boenningstedt: Smart PLS GmbH. Available at: http://www.smartpls.com (12 February 2019).
  36. Safania, A. M. (2001). The amount and the way of spending leisure time of Islamic Azad University female students and the role of sports in spending such time. Harakat, 9, 127-40. (Persian).
  37. Sarstedt, M., Hair, J. F., Ringle, C. M., Thiele, K. O., & Gudergan, S. P. (2016). Estimation issues with PLS and CBSEM: Where the bias lies! Journal of Business Research, 69(10), 3998-4010.
  38. Shonk, D. J., & Chelladurai, P. (2008). Service quality, satisfaction, and intent to return in event sport tourism. Journal of Sport Management, 22(5), 587-602.
  39. Shu, T., Crompton, J. L., & Wilson, V. L. (2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge. Journal of Leisure Research, 34, 1–24.
  40. Sirgy, M. J., Samli, A. C., & Meadow, H. L. (1982). The interface between quality of life and marketing: Atheoretical framework. Journal of Marketing& Public Policy, 1, 69–84.
  41. Smaeili, M., Ehsani, M., Kouzechian, H., & Honari, H. (2014). A study of service quality dimensions in sport tourism. Sport Management Studies, 6(26), 37-58. (Persian).
  42. Sweeney, J. C., Danaher, T. S., & McColl-Kennedy, J. R. (2015). Customer effort in value cocreation activities: Improving quality of life and behavioral intentions of health care customers. Journal of Service Research, 18, 318–35.
  43. 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, 85–96.
  44. Theodorakis, N. D., Kaplanidou, K., & Karabaxoglou, I. (2015). Effect of event service quality and satisfaction on happiness among runners of a recurring sport event. Leisure Sciences, 37(1), 87-107.
  45. Van Boven, L., & Gilovich, T. (2003). To do or to have? That is the question. Journal of Personality and Social Psychology, 85(6), 1193-202.
  46. Vasefian, F., Bagheri, M., Azadi Pour, S., & Vasefian, F. (2014). A study on the types of leisure time spending among the student of the IAU of Ardestan branch. Sociological Studies of Youth, 5(13), 145-56. (Persian).
  47. Voorhees, C. M., Brady, M. K., Calantone, R., & Ramirez, E. (2016). Discriminant validity testing in marketing: An analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science, 44, 119–34.
  48. Yoshida, M., & James, J. D. (2011). Service quality at sporting events: Is aesthetic quality a missing dimension? Sport Management Review, 14(1), 13-24.
  49. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality.The Journal of Marketing, 60 (2), 3-46.
مطالعات مدیریت ورزشی
دوره 11، شماره 56
مهر و آبان 1398
مهر و آبان 1398
صفحه 245-268
فایل ها
سابقه مقاله
  • تاریخ دریافت: 24 دی 1397
  • تاریخ بازنگری: 27 فروردین 1398
  • تاریخ پذیرش: 18 اردیبهشت 1398
هم رسانی
ارجاع به این مقاله
آمار