مطالعات مدیریت ورزشی

مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه مازندران

2 استادیار مدیریت ورزشی، دانشگاه شهید مدنی آذربایجان

3 دانشیار مدیریت ورزشی، دانشگاه مازندران

چکیده
حیات فروشگاه‌های ورزشی به جذب و نگهداری تعداد کافی مشتریان وابسته است. شناخت دلایل جذب و رویگردانی مشتریان بسیار اهمیت دارد. هدف اصلی از انجام این پژوهش، طراحی مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی بود. روش پژوهش توصیفی- پیمایشی بود. جامعة آماری مشتریان فروشگاه­های ورزشی شهر تهران بودند که از منطقة منیریه خرید کرده بودند و 337 نفر به روش نمونه‌‎گیری تصادفی ساده به‌عنوان نمونه انتخاب شدند. از پرسش‌نامة استاندارد عمادی و همکاران (1393) برای جمع‌آوری داده‌ها استفاده شد. روایی محتوایی آن به تأیید 10 نفر از متخصصان مدیریت ورزشی رسید. برای محاسبة پایایی، در مطالعه‌ا‌ی مقدماتی 30 پرسش‌نامه توزیع شد که ضریب آلفای کرونباخ برابر با 93/0 محاسبه شد. برای تجزیه‌وتحلیل داده­ها از نرم‌افزار اس.پی.اس.اس. و ایموس استفاده شد. نتایج نشان داد که ابعاد تک بعدی با بار عاملی 87/0، بعد بی‌تفاوت با بار عاملی 85/0، بعد اساسی با بار عاملی 68/0 و بعد جذاب با بار عاملی 59/0 بیشترین تأثیر را بر رویگردانی مشتریان از فروشگاه های ورزشی داشتند. همچنین، در بعد اساسی، وجود کیفیت نامناسب اجناس فروشگاه با بار عاملی 82/0، در بعد عملکردی، نبود دسترسی مناسب و راحت به فروشگاه با بار عاملی 94/0، در بعد انگیزشی، قیمت نامناسب اجناس فروشگاه با بار عاملی 86/0 و در بعد بی‌تفاوت، تبلیغات نامناسب فروشگاه در سطح شهر با بار عاملی 87/0، به­عنوان مهم­ترین گویه‌های رویگردانی مشتریان بودند؛ براین‌اساس، می‌توان بیان کرد که مدیران همواره باید عوامل تأثیرگذار بر رویگردانی مشتریان خود را به‌خوبی درک کنند و برای کاهش این عوامل سعی کنند تا بتوانند در رقابت با سایر رقبا به مزیت رقابتی دست یابند و مشتریان وفادارتری داشته باشند.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

A Structural Model for Customers Switching from the Sports Shops

نویسندگان English

  • Meysam Noori Khanyourdi 1
  • Mehdi Bashiri 2
  • Morteza Dusti 3
1 Ph.D. Student of Sport Management, University of Mazandaran
2 Assistant Professor of Sport Management, Azarbaijan Shahid Madani University
3 Associate Professor of Sport Management, University of Mazandaran
چکیده English

The Survival of the sports shops depends on attracting and maintaining a sufficient number of customers. The recognition of the reasons for attracting and switching customers is very important. The purpose of this study was to introduce a structural model for customers switching from sports shops. The research method was descriptive-survey. The statistical population of this research was the customers of Tehran sports shops, who bought from the region of Moniriyeh. Among which 337 individuals were selected with a simple random method based on the Morgan's table. The standard questionnaire designed by Emadi et al (2014) was used to collect data. The content validity of the questionnaire was approved by ten sports management experts. In a pilot study to calculate the reliability of the questionnaire 30 questionnaires were distributed and Cronbach's alpha of 0.93 was obtained. The data were analyzed using SPSS and AMOS software. The results showed that the functional dimension of the factor load of 0.87، the indifference dimensions with the factor load of 0.85, the basic dimension of the factor load of 0.68, and the motivational dimension with the factor load of 0.59 had the most effect on customers switching. Also, in the fundamental aspect, poor quality of the goods of the shop with the factor load of 0.82; in functional dimension, the lack of convenient and convenient access to the store with the factor load of 0.94; in the motivational dimension, unreasonable price of the goods of the shop with the factor load of 0.86 and in the indifferent dimension, Inappropriate advertising for the store in the city with the factor load of 0.87 were the most important component of customer loss from sports shops. Overall, we conclude that managers must always understand the factors affecting their customer switching and try to reduce them in order to compete with other competitors to achieve competitive advantage and have more loyal customers.

کلیدواژه‌ها English

  • Switching
  • Customers
  • Sports Shops
  • Kano
  • Marketing
  1. Abdolmaleki, H., Mirzazadeh, Z., & Alidoust Qahfarrokhi, A. (2017). Ranking of factors affecting the behavior of consumer products by AHP. Journal of Sports Management, 9(33), 471-88. (Persian).
  2. Alavi, S. M., Najafi Siahroodi, M., & Rahimzadeh, M. (2015). Identifying and classifying the needs of customers from an exercise club using the Kano model (A study in sporting club of Narjes Shiraz). Journal of Applied Research in Sport Management, 4(15), 53-65. (Persian).
  3. Al-Msallam, S. (2015). The relationship between customer satisfaction and customer loyalty in the banking sector in Syria. Journal of Marketing and Consumer Research, 7(27), 20-34.
  4. Ascarza, E., Netzer, O., & Hardie, B. G. (2018). Some customers would rather leave without saying goodbye. Marketing Science, 37(1), 54 –77.
  5. Asma, S., Dine, M. S. B., Wafaa, B., & Redouan, A. (2018). The effect of perception quality/price of service on satisfaction and loyalty algerians customers evidence study turkish airlines. International Journal of Economics & Management Sciences, 7(503), 212-37.
  6. Baqerzadeh atashchi, S. (2011). New terms and phenomena in graphic arts, first print, Tehran, moallef publishing. (Persian).
  7. Belás, J., & Gabčová, L. (2016). The relationship among customer satisfaction, loyalty and financial performance of commercial banks. Economics and Management, 19(1), 132-47.
  8. Blut, M., Frennea, C. M., Mittal, V., & Mothersbaugh, D. L. (2015). How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysis. International Journal of Research in Marketing, 32(2), 226-9.
  9. Castañeda, J. A. (2011). Relationship between customer satisfaction and loyalty on the internet. Journal of Business and Psychology, 26(3), 371-83.
  10. Chi, T., & Kilduff, P. P. (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422-9.‏
  11. Choi, J. P. (2001). The influence of service quality on customer satisfaction and repurchase intentions at fitness clubs in south Korea”. Dissertation for PH.D degree. The University of New Mexico.
  12. Díaz, G. R. (2017). The influence of satisfaction on customer retention in mobile phone market. Journal of Retailing and Consumer Services, 36, 75-85.
  13. Edward, M., & Sahadev, S. (2011). Role of switching costs in the service quality, perceived value, customer satisfaction and customer retention linkage. Asia Pacific Journal of Marketing and Logistics, 23(3), 327–45.
  14. Emami, L., Allah pour Ashraf, Y., & Toolabi, Z. (2012). Presentation of a model for the reduction of customers from the National bank using structured equations (Case study: National bank branches of Ilam province). Marketing Management, 10(26), 25-46. (Persian).
  15. Fernandes, T., & Calamote, A. (2016). Unfairness in consumer services: Outcomes of differential treatment of new and existing clients. Journal of Retailing and Consumer Services, 28, 36-44.
  16. Giahi, Y. (2010). The Role of Store Inner Environment on Customer Behavior and Sales Increase, 4th International Marketing Management Conference, Tehran, Ariana Research Group.
  17. Hadden, J., Tiwari, A., Roy, R., & Ruta, D. (2007). Computer assisted customer churn management: State-of-the-art and future trends. Computers & Operations Research, 34(10), 2902-17.
  18. Haverila, M. J., & Fehr, K. (2016). The impact of product superiority on customer satisfaction in project management. International Journal of Project Management, 34(4), 570-83.
  19. Heidari, H., & Abdulwand, N. (2015). The Model of effective factors on customer discontinuance in the insurance company. Journal of the Brand Management, 2(3),135-58. (Persian).
  20. Heidari, H., & Abdulwand, N. (2016). The pattern of effective factors on customer disconnection in the insurance industry. Brand Management Magazine, 2(3), 135-58. (Persian).
  21. Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.
  22. Hur, Y., Ko, Y. J., & Valacich, J. (2011). A structural model of the relationships between sport website quality, e-satisfaction, and e-loyalty. Journal of Sport Management, 25(5), 458-73.
  23. Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, 167-75.
  24. Kano, N. (1984). Attractive quality and must-be quality. Hinshitsu (Quality, the Journal of Japanese Society for Quality Control), 14, 39-48.
  25. Karsak, E.E., Sozer, S., & Alptekin, S. E. (2003). Product planning in quality function deployment using a combined analytic network process and goal programming approach. Computers & Industrial Engineering, 44(1), 171-90.
  26. Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, 91-7.
  27. Kaur, G., Sharma, R. D., & Mahajan, N. (2012). Exploring customer switching intentions through relationship marketing paradigm. International Journal of Bank Marketing, 30(4), 280-302.
  28. Kim, H. S., & Yoon, C. H. (2004). Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market. Telecommunications policy, 28(9-10), 751-65.
  29. Koi-Akrofi, G. Y., Koi-Akrofi, J., & Welbeck, J. N. (2013). Relationship marketing tactics and customer loyalty-a case of the mobile telecommunication industry in Ghana. Asian Journal of Business Management, 5(1), 77-92. ‏
  30. Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, 25(4), 887-96.
  31. Lee, J. H., Kim, H. D., Ko, Y. J., & Sagas, M. (2011). The influence of service quality on satisfaction and intention: A gender segmentation strategy. Sport Management Review, 14(1), 54-63.
  32. Lee, J., & Lee, H. (2013). Does satisfaction affect brand loyalty? Academy of Marketing Studies Journal, 17(2), 133-61.
  33. Lee, W. I., Chang, C. Y., & Liu, Y. L. (2010). Exploring customers’ store loyalty using the means-end chain approach. Journal of Retailing and Consumer Services, 17(5), 395-405.
  34. Lee, Y. C., Sheu, L. C., & Tsou, Y.G. (2008). Quality function deployment implementation based on Fuzzy Kano model: An application in PLM system. Computers & Industrial Engineering, 55(1), 48-63.
  35. Maheswari, R., & Balaji, K. (2018). Relating store image attributes, self-image and customer satisfaction using sor model for retail management-conceptual. TRANS Asian Journal of Marketing & Management Research (TAJMMR), 7(3), 118-23.
  36. Mahmoudi, A., Sajjadi, N., Goodarzi, M. (2015). Investigating the effect of service quality and satisfaction on customer loyalty in sport clubs (body building and aerobics), Sport management, 7(1), 51-31, (Persian).
  37. Mathaba, R. L., Dhurup, M., & Mpinganjira, M. (2017). Customer satisfaction levels, store loyalty and perceived important store attributes among sportswear apparel shoppers in Soweto. The Retail and Marketing Review, 13(2), 15-27.
  38. Mohammad Derini, W., Taban, M., Namdar Javimi, E., & Ahmadi, A. (2016). Investigating the relationship between customer's mental image and high-value sports shopping stores (Case study: Sporting goods store in Ilam). Applied Research in Sports Management, 5(20), 87-99. (Persian).
  39. Mulyadi, A., Haryono, A. T., & Harini, C. (2018). The effect of service quality, price and credibility quality of customer loyalty with customer satisfaction as intervening variable (study on honda semarang center). Journal of Management, 4(4),447-68.
  40. Nguyen, Q., Nisar, T. M., Knox, D., & Prabhakar, G. P. (2018). Understanding customer satisfaction in the UK quick service restaurant industry. British Food Journal. ‏
  41. Nguyen, Q., Nisar, T. M., Knox, D., & Prabhakar, G. P. (2018). Understanding customer satisfaction in the UK quick service restaurant industry. British Food Journal. ‏
  42. Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-29.
  43. qaeda Heydari, M., & Aghaiefar, A. (2015). Analysis of customer perception of the store environment and its effect on brand loyalty through shopping pleasure (case study: lg home appliances store). Paper presented at the International Conference on Management and Humanities, Uae-Dubai, Institute Modiran Ide Pardaz Paytakht Vieira.
  44. Qaedi Heydari, M., & Aghaiefar, A. (2015). Analysis of customer perception of the store environment and its effect on brand loyalty through shopping pleasure (case study: LG home appliances store). Paper presented at the International Conference on Management and Humanities, Institute Modiran eide Pardaz Paytakht Vieira, UAE, Dubai.
  45. Rizan, M., Warokka, A., & Listyawati, D. (2014). Relationship marketing and customer loyalty: do customer satisfaction and customer trust really serve as intervening variables? Journal of Marketing Research & Case Studies, 2014, 1.‏
  46. Saeidi, S. P., Rasli, A. B. M., Saeidi, P., Saaeidi, S. A., & Saeidi, S. P. (2017). How service quality results in customer satisfaction of large-scale retailers in Malaysia. Advanced Science Letters, 23(9), 9050-4.
  47. Salar, J; Abolfazli, S.A. (2013). Investigating the effect of store environment on the sudden purchase of customers in chain stores, Business Management Perspective,       4 (49): 133-49. (Persian).
  48. Seyyed Javadin, S., Khanlari, A., & Steari, M. (2010). A model for assessing the effect of service quality on customer service loyalty. Olympics, 10(52), 41-54. (Persian).
  49. Sharifi, S., & Esfidani, R. (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: The mediating role of trust and cognitive dissonance. International Journal of Retail & Distribution Management, 42(6),       553-75.
  50. Shin, D. H., & Kim, W. Y. (2008). Forecasting customer switching intention in mobile service: An exploratory study of predictive factors in mobile number portability. Technological Forecasting and Social Change, 75(6), 854-74. ‏
  51. Sofie, J. (2012). Disconnect customers or drop customers in the telecommunications industry. Monthly Journal of Telecommunication and Telecommunication, 8(96), 80. (Persian).
  52. Sofie, J. (2012). Disconnect customers or drop customers in the telecommunications industry. Monthly Journal of Telecommunication and Telecommunication, 8(96),   38-40. (Persian).
  53. Sukandi, P. (2014). Relationship between the atmosphere food court campuses with buying decisions by the student. Sustainable Competitive Advantage (SCA), 4(1), 402-22.
  54. Tho’in, M. (2011). Pengaruh faktor-faktor kualitas jasa terhadap kepuasan nasabah di naitul mal wat tamwil (BMT) tekun karanggede boyolali. Muqtasid: Journal Ekonomi dan Perbankan Syariah, 2(1), 73-89. ‏
  55. Vatankhah, S., SamiAzadeh, R., & Namdarzangneh, S. (2017). A model for calculating the rate of customer turnover in Iranian telecommunication companies. Journal Management and Development Process, 29(2), 99-116. (Persian).
  56. Vazifehdust, H., Shahnavazi, A., Taghizadeh, M. R., Gholizadeh, M. R., & Toochaei, M. R. (2012). Assessment the impact of relationship marketing tactics on relationship quality and customer’s loyalty (Case study: Mellat Bank, the city of Rasht). Journal of Basic and Applied Scientific Research, 2(9), 9724-9. ‏
  57. Wirtz, J., & Kimes, S. E. (2007). The moderating role of familiarity in fairness perceptions of revenue management pricing. Journal of Service Research, 9(3),     229-40. ‏
  58. Wright, Cart (2004). Customer Relationship. Translator: Parsaiyan, Ali, First Edition, Termeh Publications. (Persian).
  59. Yap, B. W., Thurasamy, R., & Wan Shahidan, W. N. (2012). Satisfaction, trust and customer loyalty: A PLS approach. Business Strategy Series, 13(4), 154-67.
  60. Zarei, Azim. (2017). Designing a structural model of customer decline in state-owned banks (Case study: Selected government banks in Semnan). Management Research in Iran, 21(1): 85-93. (Persian).
  61. Zhang, J., & Wei, X. (2018). Research on the Impact of Chain Catering Service Quality to Customer Satisfaction and Customer Loyalty in Xiamen. destech Transactions on Economics, Business and Management,9(3), 208-38.
  62. zzuhri, M., Malik, D., & Haryono, A. T. (2018). Effect of service, price and company image on consumer loyalty with consumer satisfaction as mediation. Journal of Management, 4(4), 212-29.
مطالعات مدیریت ورزشی
دوره 12، شماره 60
خرداد و تیر 1399
خرداد و تیر 1399
صفحه 169-192

  • تاریخ دریافت 10 مهر 1397
  • تاریخ بازنگری 10 بهمن 1397
  • تاریخ پذیرش 27 بهمن 1397

صفحه اصلی

اصول اخلاقی

ارسال مقاله

اخبار و اعلانات

اطلاعات آماری نشریه

تماس با ما