نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، واحد کرمان، دانشگاه آزاد اسلامی، کرمان، ایران
2 استادیار مدیریت ورزشی، دانشگاه ولی‌عصر رفسنجان، رفسنجان، ایران
3 استادیار مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد کرمان، کرمان، ایران
چکیده
پژوهش حاضر باهدف طراحی الگوی بازاریابی خدمات باشگاه‌های ورزشی بانوان طراحی و اجرا گردید. پژوهش حاضر ازلحاظ هدف کاربردی، ازنظر شیوه گردآوری داده‌ها توصیفی- پیمایشی و بر اساس رویکرد پژوهش، آمیخته بود. جامعة آماری پژوهش حاضر در بخش کیفی شامل اساتیدی که در زمینه بازاریابی ورزشی، پژوهش‌هایی (کتاب، ترجمه، طرح پژوهشی، مقاله‌های همایشی و پژوهشی و حداقل دو مورد) انجام داده بودند و همچنین مدیران باشگاه‌های ورزشی بانوان می‌باشد. از روش نمونه‌گیری هدفمند به‌منظور انتخاب مصاحبه-شوندگان استفاده گردید. این نمونه‌گیری تا رسیدن به اشباع نظری ادامه یافت و درنهایت تعداد 30 نفر به‌عنوان نمونه مشخص گردیدند. همچنین جامعه آماری در بخش کمی پژوهش شامل همان گروه بخش کیفی به‌منظور شرکت در فرایند دلفی بودند (30 نفر). ابزار پژوهش حاضر شامل مصاحبه‌های نیمه ساختارمند و پرسشنامه دلی (59 گویه و 5 بعد) به‌صورت 9 ارزشی لیکرتی بود. جهت بررسی داده‌های بخش کیفی از کدگذاری باز، محوری و انتخابی استفاده گردید و در بخش کمی از روش دلفی فازی استفاده گردید.. نتایج پژوهش حاضر نشان داد که چهار عامل عملیات، فرهنگی اجتماعی، زیرساخت‌ها و اقتصادی از مهم‌ترین عوامل مؤثر بر بازاریابی خدمات باشگاه‌های ورزشی بانوان می‌باشد. با توجه به تأثیر الگوی بازاریابی خدمات در توسعه و بهبود وضعیت باشگاه‌های ورزشی بانوان، توصیه می‌شود که از نتایج پژوهش حاضر به‌منظور تدوین الگوی بازاریابی خدمات باشگاه‌های ورزشی بانوان استفاده شود.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Designing a marketing model for women's sports clubs
نویسندگان [English]
- Moslem Amirian 1
- Seyed Jalil Miryosefi 2
- Mina Hakakzadeh 3
1 PhD student in Sports Management, Kerman Branch, Islamic Azad University, Kerman, Iran
2 Assistant Professor of Sports Management, Valiasr University of Rafsanjan, Rafsanjan, Ira
3 Assistant Professor of Sport Management, Islamic Azad University, Kerman Branch, Kerman, Iran
چکیده [English]
The current research was designed and implemented with the aim of designing a marketing model for the services of women's sports clubs. The current research was mixed in terms of practical purpose, in terms of descriptive-survey data collection method and based on the research approach. The statistical population of the present research in the qualitative part includes professors who had conducted research (books, translations, research projects, conference and research articles and at least two cases) in the field of sports marketing, as well as managers of women's sports teams. Be Purposive sampling method was used to select the interviewees. This sampling continued until theoretical saturation was reached and finally 30 people were selected as a sample. Also, the statistical population in the quantitative part of the research included the same group in the qualitative part in order to participate in the Delphi process (30 people). The tools of the current research included semi-structured interviews and a Deli questionnaire (59 items and 5 dimensions) in a 9-point Likert scale. Open, axial and selective coding was used to examine the data in the qualitative part, and the fuzzy Delphi method was used in the quantitative part. The results of the present research showed that the 4 factors of operation, cultural, social, infrastructure and economic are among the most important factors affecting the marketing of women's sports club services. Considering the effect of the service marketing model on the development and improvement of Batawan sports clubs,
کلیدواژه‌ها [English]
- Marketing
- Service marketing
- Sports club
- Women
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