Sport Management Studies

Designing a marketing model for women's sports clubs

Document Type : Research Paper

Authors

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

Abstract
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,

Keywords

Main Subjects

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Sport Management Studies
Volume 15, Issue 82
January and February 2024
Pages 133-152

  • Receive Date 25 September 2022
  • Revise Date 13 June 2023
  • Accept Date 02 July 2023

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