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تأثیر تجربة خدمت بر حضور مجدد تماشاگران فوتبال در استادیوم

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشگاه صنعتی شاهرود

2 کارشناسی‌ارشد مدیریت ورزشی، دانشگاه صنعتی شاهرود

3 دکترای بازاریابی ورزشی، دانشگاه تربیت مدرس تهران

چکیده

هدف از انجام پژوهش حاضر، مطالعۀ تأثیر تجربة خدمت بر حضور مجدد تماشاگران در استادیوم‌های فوتبال با نقش میانجی رضایتمندی بود. اینپژوهشتوصیفیوازنوعهمبستگیبود. جامعةآماریپژوهش همة تماشاگران لیگ برتر فوتبال ایران در فصل 98-1397 بودند. براساس نظر کلاین (2011) مبنی‌بر مطلوب‌بودن نمونه‌های بین 200 تا 300 نفر برای مدل‌سازی معادلات ساختاری، 282 نفر با روش نمونه‌گیری دردسترس ازبین تماشاگران دو تیم استقلال و پرسپولیس تهران، به‌عنوان نمونۀ پژوهش در این مطالعه شرکت کردند. برای گردآوری داده‌ها، از پرسش‌نامه‌های تجربۀ خدمت پین و گیلمور (1998) و رضایتمندی و تمایل به حضور مجدد اوه و همکاران (2007) استفاده شد. مدل‎سازی نیز با استفاده از رویکرد حداقل مربعات جزئی انجام شد. نتایج نشان داد که تجربة خدمت تأثیر مستقیم و معناداری بر رضایتمندی و حضور مجدد تماشاگران داشت. رضایتمندی نیز تأثیر مثبت و معناداری بر حضور مجدد تماشاگران داشت. همچنین، تجربة خدمت به‌واسطۀ رضایتمندی بر حضور مجدد تماشاگران تأثیرگذار بود. به‌طورکلی، تجربة خدمت می‌تواند تاحدود زیادی تمایلات رفتاری تماشاگران را پیش‌بینی کند؛ ازاین‌رو، به‌نظر می‌رسد که طراحی تجارب معنادار برای تماشاگران می‌تواند رویکرد جدید برگزارکنندگان رویدادهای ورزشی برای کسب سهم بیشتر در بازار گردشگری و اوقات‌فراغت باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Service Experience on Future Attendance of Football Spectators at the Stadium

نویسندگان [English]

  • Hadi Bagheri 1
  • Leila Shahbaz Pour 2
  • Ali Nazemi 3

1 Assistant Professor of Sport Management, Shahrood University of Technology

2 M.Sc. in Sport Management, Shahrood University of Technology

3 Ph.D. in Sport Marketing, Tarbiat Modares University

چکیده [English]

The purpose of this study was to investigate the effect of service experience on future attendance of spectators in stadiums, with mediator role of their satisfaction. This study was descriptive-correlative type. The population of the research was all of the Iran Football Premier League spectators in 2018-19 season. According to Kline (2011), 200 to 300 samples are favorable for structural equation modeling. Thus, 282 people were selected by the convenience sampling method from the spectators of Esteghlal and Persepolis teams of Tehran. Three questionnaires were used to collect data including of service experience questionnaire from Pine and Gilmore (1998), spectators’ satisfaction and future attendance questionnaires from Oh et al. (2007). The data analyzed by Partial Least Square method. Findings showed that service experience has a direct and significant impact on satisfaction and future attendance of spectators. Also satisfaction has a positive and significant impact on future attendance of spectators. Furthermore, the results showed that service experience has an indirect and significant impact on future attendance of spectators through the mediator role of satisfaction. In general, service experience can intensely predict the behavioral intention of spectators; hence, it seems that designing meaningful experiences for spectators can be a new approach to sport event organizers to gain more market share in the tourism and leisure market.

کلیدواژه‌ها [English]

  • Event Tourism
  • Costumers’ Experience
  • Behavioral Intentions
  • Spectator
  • Pine & Gilmores’ Model
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مطالعات مدیریت ورزشی
دوره 11، شماره 58
بهمن و اسفند 1398
بهمن و اسفند 1398
صفحه 183-200
فایل ها
سابقه مقاله
  • تاریخ دریافت: 02 خرداد 1398
  • تاریخ بازنگری: 16 مهر 1398
  • تاریخ پذیرش: 12 آبان 1398
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