نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه ایوان کی
2 دانشگاه فرهنگیان
چکیده
هدف از پژوهش حاضر بررسی نقش دارایی‌های نامشهود و سرمایه‌های ارتباطی در ارتقاء قابلیت‌های بازاریابی فدراسیون دوچرخه‌سواری بود. این تحقیق از لحاظ نتیجه و هدف از نوع تحقیقات کاربردی، از نظر استراتژی پژوهشی از نوع تحقیقات همبستگی مبتنی بر مدل معادلات ساختاری بوده که به شکل میدانی اجرا شد. جامعه آماری تحقیق شامل تمامی اعضای فدراسیون دوچرخه‌سواری، اعضای هیئت‌های استانی دوچرخه‌سواری و صاحب‌نظران حوزه دوچرخه سواری (214 نفر) بود. روش نمونه‌گیری به‌صورت کل شمار بود و تمامی اعضای جامعه به‌عنوان نمونه انتخاب شدند. به‌منظور جمع‌آوری داده‌ها از پرسشنامه‌های قابلیت‌های بازاریابی آثاهن- گیما (1993)، دارایی‌های نامشهود حسینی (2018) و سرمایه ارتباطی شاکریان (2013) استفاده شد. در تجزیه‌وتحلیل داده‌ها از آمار توصیفی برای به طبقه‌بندی داده‌ها و در آزمون فرضیه‌های تحقیق از آزمون‌های همبستگی پیرسون در نرم‌افزار اس‌پی‌اس‌اس و مدلسازی معادلات ساختاری در نرم‌افزار ایموس استفاده شد. نتایج نشان داد بین دارایی‌های نامشهود سازمانی و قابلیت‌های بازاریابی، سرمایه ارتباطی و قابلیت‌های بازاریابی و دارایی‌های نامشهود سازمانی و سرمایه ارتباطی رابطه مثبت معناداری وجود دارد. نتایج مدل تحقیق نشان داد که دارایی‌های نامشهود بر قابلیت‌های بازاریابی، سرمایه ارتباطی بر قابلیت‌های بازاریابی، دارایی‌های نامشهود بر سرمایه ارتباطی اثر مثبت معناداری داشتند. همچنین مشاهده شد دارایی‌های نامشهود سازمانی از طریق متغیر میانجی سرمایه ارتباطی بر قابلیت‌های بازاریابی فدراسیون دوچرخه‌سواری اثر مثبت معناداری دارد. در نهایت با توجه به نتایج تحقیق می‌توان گفت که مسئولان فدراسیون دوچرخه‌سواری برای دستیابی به توسعه قابلیت‌های بازاریابی در فدراسیون علاوه بر منابع ملموس به دارایی‌های نامشهود فدراسیون توجه خاصی و ویژه‌ای داشته باشند.
کلیدواژه‌ها
عنوان مقاله [English]
The Role of Intangible Assets and Communication Capitals in Improving the Marketing Capabilities of the Cycling Federation
نویسندگان [English]
- iman haerati 1
- shahram nazari 2
1 Ivan Ki University
2 Farhangian univercity
چکیده [English]
The purpose of this study was to investigate the role of intangible assets and communication assets in improving the marketing capabilities of the Cycling Federation. In terms of the result and purpose of the applied research, this research was a correlational research based on the structural equation model, which was conducted in the field. The statistical population of the study included all members of the Cycling Federation, members of the provincial cycling boards and cycling experts (214 people). The sampling method was total and all members of the community were selected as a sample. In order to collect data, Athena-Gima (1993), Hosseini's intangible assets (1397) and Shakerian (2013) communication capital questionnaires were used. In data analysis, descriptive statistics were used to classify the data and in testing the research hypotheses, Pearson correlation tests in SPSS software and structural equation modeling in AMOS software were used. The results showed that there is a significant positive relationship between organizational intangible assets and marketing capabilities, communication capital and marketing capabilities and organizational intangible assets and communication capital. The results of the research model showed that intangible assets had a significant positive effect on marketing capabilities, communication capital on marketing capabilities, intangible assets on communication capital. It was also observed that organizational intangible assets have a significant positive effect on the marketing capabilities of the Cycling Federation through the mediating variable of communication capital. Finally, according to the results of the research, it
کلیدواژه‌ها [English]
- Distinctive service
- human capital
- marketing capabilities
- cycling
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