مطالعات مدیریت ورزشی

طراحی الگوی بازاریابی خدمات باشگاه‌های ورزشی بانوان

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
  1. Ali Doost Qahfarkhi, I. (2013). Analysis of obstacles to the implementation of the general policies of Article 44 in professional sports of the Islamic Republic of Iran, PhD thesis, Faculty of Physical Education and Sports Sciences, University of Tehran. (In Persian)
  2. Buck, C., & Ifland, S. (2022). Toward an enduring football economy: a business model taxonomy for Europe's professional football clubs. European Sport Management Quarterly, 1-21.‏
  3. Cadwallader, S., Jarvis, C.B., Bitner, M.J., Ostrom, A.L. (2010). Frontline employee motivation to participate in service innovation implementation. Journal of the Academy of Marketing Science, 38(2): 219-239.
  4. Carbonell, P., Rodriguez-Escudero, A.I., Pujari, D. (2012). Performance effects of involving lead users and close customers in new service development. Journal of Services Marketing, 26(7): 497-509.
  5. Cheng, Y., & Ding, L. (2021). Pushing commercialization of perovskite solar cells by improving their intrinsic stability. Energy & Environmental Science, 14(6), 3233-3255.‏
  6. Chowdhury, E. K., Khan, I. I., & Dhar, B. K. (2021). Catastrophic impact of Covid‐19 on the global stock markets and economic activities. Business and Society Review.
  7. Cizrelioğullari, M. N., Altun, Ö. & Barut, P. (2021). The Relationship between Service Quality and Customer Satisfaction: Sport and Health Centers in North Cyprus. Journal of Yaşar University, 16, 40-50.
  8. Drewes, M., Daumann, F., & Follert, F. (2021). Exploring the sports economic impact of COVID-19 on professional soccer. Soccer & Society, 22(1-2), 125-137.
  9. Gil-Quintana, J., Sáenz-Macana, A. M., Úbeda-Colomer, J., & Pereira-García, S. (2022). LGBTQ people in physical activity and sport in Spain: Research, sport policy, and inclusion. In Sport, Identity and Inclusion in Europe(pp. 128-139). Routledge.‏
  10. Huang, F., Zhang, Y., Wang, Z., & Deng, X. (2021). A Novel Conflict Management Method Based on Uncertainty of Evidence and Reinforcement Learning for Multi-Sensor Information Fusion. Entropy, 23(9), 1222.‏
  11. Ibrahim, I., Jamil, N. A., & Amer, A. (2020). Aging adult fitness center service quality: a conceptual framework. Advances in Transportation and Logistics Research, 3, 878-883
  12. Jabri, A., Mazloumi S., Khazai Pol, J., Moradi, M. (2017). Studying the effect of mixed components of service marketing on the satisfaction of football fans. Researches of Physiology and Management in Sports, 9(4): 133-147. (In Persian)
  13. Janani, V., Neiri, S. (2021). A study of the marketing of sports service brands on Instagram: the study of the Revolution Sports Complex. Communication Management in Sports Media, 36. (In Persian)
  14. Lee, J. K. (2021). The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility. Cogent Business & Management, 8(1), 1957073.‏
  15. Malek Mahmoudi, V., Mandalizadeh Z., Zohra Vandian K. (2021). The effect of innovation capability dimensions on the innovative performance of sports clubs. New approaches in sports management; 9 (35): 29-44. (In Persian)
  16. Matic, R.M., Maksimovic, N., Vukovic, J., Corilic, D., Bujkovic, R., Jaksic, D. (2019). Marketing Mix in Team Sports in Serbia. Journal of Anthropology of Sport and Physical Education, 3(3): 3-10.
  17. Samur, S. (2021). The Effects of Web-Based Technologies on Marketing Activities of Professional Sports Clubs. Journal of Educational Issues, 7(1): 546-564.
  18. Sanavi Grosyan, Vahid., Mirabi, V., Kordloi, H., Hassanpour, I. (2019). Identification and ranking of factors affecting the marketing of services in the field of health tourism in Mashhad city using fuzzy TOPSIS technique. Tourism Management Studies (Tourism Studies), 45, 249-269. (In Persian)
  19. Taat, M. S., & Ariffin, M. A. (2021). Motivation as Mediator between the Qualities of Sports Services with the Development of Human Capital of Sports Culture: A Structural Equation Model Analysis. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(6), 3677-3681.‏
  20. Tabatabai Nesab, S., Mohammadian Yazd, R. (2019). Service marketing agility, conceptualization and scale development. Scientific Journal of Merchant Management Explorations, 21, 347-371. (In Persian)
  21. Taylor, L. D., & Acic, I. (2021). Sports Fans and Magical Thinking: How Supernatural Thinking Connects Fans to Teams. International Journal of Sport Communication, 14(4), 574-590.‏
  22. Wang, Y. Y., Wang, T. D., & Yoon, K. (2021). A Methodology for the Sport Industry to Capture Public Perceptions and Responses in the Time of COVID-19Public Perceptions and Responses to Covid-19 for the Sport Industry. Journal of Emerging Technologies in Accounting.
  23. Waqfi Nazari, R., Elahi, A, Akbari Yazdi, H. (2021). Designing a business process model for women's fitness clubs. Journal of Sports Management 13(4): 147-159. (In Persian)
  24. Wicker, P., Feiler, S., & Breuer, C. (2022). Board gender diversity, critical masses, and organizational problems of non-profit sport clubs. European Sport Management Quarterly, 22(2), 251-271.‏
  25. Yazdan Jo, H & Mohammadian, F. (2016). Investigating the effect of lifestyle on the commercialization process of women's sports clubs in Qazvin province, the first national conference of applied studies in sports sciences, (In Persian)
مطالعات مدیریت ورزشی
دوره 15، شماره 82
آذر و دی 1402
صفحه 133-152

  • تاریخ دریافت 03 مهر 1401
  • تاریخ بازنگری 23 خرداد 1402
  • تاریخ پذیرش 11 تیر 1402

صفحه اصلی

اصول اخلاقی

ارسال مقاله

اخبار و اعلانات

اطلاعات آماری نشریه

تماس با ما