نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، دانشگاه آزاد اسلامی واحد ملارد، تهران
2 استادیار مدیریت ورزشی، دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران
چکیده
پژوهش حاضر با هدف بررسی رابطة بین کیفیت محصول اصلی، کیفیت خدمات و مشارکت تماشاگران در فوتبال حرفه‌ای انجام شده است. 840 نفر از تماشاگران 10 تیم لیگ برتر فوتبال ایران به‌صورت نمونه‌گیری طبقه ای-تصادفی انتخاب شدند و مقیاس‌های پژوهش را داوطلبانه تکمیل کردند. از تحلیل عاملی تأییدی و معادلات ساختاری برای ارزیابی و آزمون فرضیه‌ها استفاده شد. یافته‌های آزمون نشان داد که مدل پژوهش از برازش مطلوبی برخوردار است و می‌توان از آن برای بررسی مشارکت تماشاگران فوتبال استفاده کرد. اثر کیفیت محصول اصلی بر مشارکت تماشاگران معنادار بود؛ در‌حالی‌که کیفیت خدمات بر مشارکت آن‌ها تأثیر معنا‌داری نداشت. نتایج نشان داد که مدیران و سازمان‌های ورزشی خلاقیت کافی در پاسخ به نیازها و خواسته‌های تماشاگران ندارند؛ بنابراین، اگر شرایطی فراهم شود که در کنار عوامل مؤثر در کیفیت محصول اصلی بتوان عوامل مؤثر در کیفیت خدمات را نیز به‌صورت خلاقانه‌ای تقویت کرد، بدون‌شک شاهد مشارکت بیشتر مصرف‌کنندگان خواهیم بود.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Predicting Spectators' Involvement in Professional Football: The Role of Core Product Quality and Service Quality
نویسندگان [English]
- Behzad Soheili 1
- Jasem Manouchehri 2
1 Assistant Professor of Sport Management, Malard Branch, Islamic Azad University, Tehran
2 Assistant Professor of Sport Management, Central Tehran Branch, Islamic Azad University, Tehran
چکیده [English]
The present study aimed to examine the relationships among core product quality, service quality and spectators’ involvement, in the context of professional football. 840 spectators from ten teams of Iranian pro league of football were selected through stratified-random sampling, and they completed the scales of study, voluntarily. Confirmatory factor analysis and structural equation modeling were used to evaluate and test hypotheses. The results of the test showed that the research model has appropriate fitness and can be used to evaluate the involvement of football spectators. The effect of the core product quality on the involvement of the spectators was significant, while the quality of services did not have a significant effect on their involvement. Results showed that there is not enough creativity in response to the needs and demands of the spectators from the managers and sports organization. Therefore, if conditions are provided that, along with factors affecting the quality of the core product, the factors that affect the quality of services can also be creatively strengthened, we will undoubtedly see more involvement of consumers.
کلیدواژه‌ها [English]
- Spectators
- Football
- Service Quality
- Core Product Quality
- Involvement
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